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Blog Trend Series: Changes in Search Behavior - Artificial Intelligence Search Results

Trend Series: Changes in Search Behavior – AI Search Results

In the realm of search optimization, companies and brands have always strived to be on the first page, ideally above the fold, when consumers search for anything relevant to their offerings. This coveted spot captures bottom-of-the-funnel behavior, driving conversions. However, with the advent of AI-powered search bars, the battle for top listing is evolving. Publishers have reported up to a 60% drop in organic search traffic during the pilot of Google's Search Generative Experience (SGE).

From a consumer’s perspective, how does this shift affect the information they receive? Will it be accurate or biased? These questions are part of why AI search results are still in the experimental stage, which we will explore further.

Let’s Start with Some Basics: What is Google SGE?

Google's Search Generative Experience (SGE) uses generative artificial intelligence (AI) to provide search results based on user queries. Instead of requiring users to click through individual web pages, SGE aims to deliver a summarized overview, streamlining the process and helping users find answers more quickly. As shown below, AI-generated overviews are prominently displayed at the top of the page, with a "show more" button revealing more in-depth answers. Currently, Google SGE is in an experimental stage, so it may not appear for all queries.

Things to Be Aware Of

For Consumers: Continue to fact-check. Initial testing of Google SGE faced backlash when users encountered erroneous information, such as glue being listed as an ingredient in pizza dough or rocks as part of a balanced diet. Since then, Google has added additional steps to refine responses, especially around health topics, to avoid misleading advice and exclude satirical content from sources like Reddit.

For Businesses: SGE's summarized answers reduce the need for users to click through to individual websites, affecting website visibility and click-through rates. The AI summary occupies the top spot, leading to potential drops in organic website traffic.

Key Takeaways for Brands

  • Prepare for Changes in Key Performance Metrics: As click-through rates and organic traffic decrease, consider establishing new ways to measure value or set new baselines.

  • Adjust Website Content and SEO Strategies: Adapt to account for SGE summaries. This change presents opportunities for brands previously unable to rank in the top 10 to find new ways to improve visibility.

  • Diversify Traffic and Lead Sources: Reevaluate your media mix and explore additional channels such as social media, email marketing, and traditional offline methods.

Our Approach

When partnering with clients, we prioritize a holistic understanding of the customer journey. While we don't directly offer search services, we recognize that shifts in search and website behaviors significantly impact our clients' businesses and overall media strategies. A consumer's journey is often a long and winding path before making a purchase, so it's crucial for brands to engage with their target audience at every step, guiding them towards loyalty.

We help our clients build relationships with potential customers before they even begin their search journey. We've seen how branding tactics such as billboards and TV ads strengthen conversion strategies, making them more efficient. As the battle for top links becomes more complex, strengthening your advertising across the entire consumer journey will become increasingly important.