This article discusses the future of search traffic, the decline of Google search, and how businesses can adjust their content strategy for the age of Artificial Intelligence (AI). The marketing landscape is evolving rapidly, with changes happening in weeks that used to take years. Successful businesses will be those that embrace these changes, invest in the right capabilities, and focus on creating helpful, accessible customer experiences.
The author notes that while content’s role has not changed, it’s being discovered and consumed differently. The focus shouldn’t only be on SEO, but also on building trust and establishing authority in a business’s space. Content should serve multiple purposes and be discoverable through various channels. Businesses with comprehensive content libraries find their material being recommended more frequently by AI systems, creating a new avenue for discovery.
The author also points out that Google’s search volume remains high, but the important metric for businesses is whether those searches lead to website visits. Research shows that Google’s usage may decline by 25-40% over the next decade and there could be a 70% decline in website visitors from search results. Therefore, businesses should expand their view of content’s purpose beyond SEO and transform their mindset about their business in the digital age.