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 due to the rise of 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 prompting businesses to adapt their digital strategies to maintain visibility and market share.
Why It's Important?
The shift towards AI-powered search platforms represents a significant change in how consumers
discover and choose businesses. For small and medium-sized enterprises, particularly in Northern Ireland and the UK, this presents both challenges and opportunities. Businesses that quickly adapt to the new AI search environment can gain a competitive edge over those that remain focused on traditional SEO techniques. The change also impacts digital marketing strategies, requiring businesses to optimize content for AI systems, which favor clearly structured and factually accurate information.
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 comprehensive guides and resources, ensuring consistent business information across the web, and building authority on platforms frequently cited by AI systems. ProfileTree is actively developing Generative Engine Optimisation (GEO) strategies to help businesses navigate these changes. The agency also offers AI training programs to assist businesses in understanding and leveraging AI for improved digital presence.
