What's Happening?
Ciaran Connolly, founder of the Belfast-based digital agency ProfileTree, has issued a warning to businesses in Ireland and the UK about the fragmentation of organic search traffic across AI platforms.
Connolly highlights that businesses relying solely on traditional Google rankings are at risk of losing visibility as users increasingly turn to AI-powered search alternatives like ChatGPT, Perplexity, and Claude. Research suggests that up to 25% of traditional organic search traffic could shift to AI chatbots and answer engines by 2026. This shift is fundamentally changing how consumers discover and choose businesses, necessitating urgent strategy changes for businesses to maintain visibility.
Why It's Important?
The shift towards AI-powered search platforms represents a significant change in the digital marketing landscape. Businesses that adapt quickly to this new environment stand to gain market share from competitors who remain focused on traditional SEO techniques. The fragmentation of search traffic could impact small and medium-sized enterprises across Northern Ireland, the Republic of Ireland, and the wider UK market. As AI systems favor content that is structured, accurate, and frequently cited, businesses need to create content that AI systems view as trustworthy and quotable. This development could redefine digital marketing strategies and the way businesses engage with consumers online.
What's Next?
Businesses are advised to audit their current AI search presence and adjust their content strategies to align with AI systems' preferences. This includes creating factual content that answers specific questions and ensuring consistent brand information across online platforms. Additionally, businesses should diversify their digital presence beyond Google dependency by building authority on platforms frequently cited by AI systems. ProfileTree is offering AI training programs to help businesses understand and adapt to these changes, emphasizing the importance of investing in AI understanding to thrive in the evolving digital landscape.
