AI search may grab headlines, but organic traffic still drives results

James Hussey

If you’ve been anywhere near digital marketing news lately, you’ve probably heard the chatter: AI (artificial intelligence) search is coming to take over the world! Or at least your traffic.

Courtesy of BrightEdge’s latest data, however, AI search currently drives less than 1% of website referrals. If AI search was a new restaurant, it wouldn’t even have enough diners to keep the lights on. Meanwhile, organic search is still packing the house and paying the bills.

The numbers don’t lie

Between January and August this year, organic search continued to deliver the majority of both website traffic and conversions. BrightEdge tracked thousands of queries across industries, and the verdict was clear: organic search is still king.

AI search is growing faster than ever, with some channels even reaching triple-digit growth rates. Growth doesn’t always equal quality though. As BrightEdge co-founder Jim Yu put it, AI search is:

“The fastest-growing channel we’ve ever tracked.”

When it comes to actually converting, however, organic search is still superior.

What does all this mean for your business?

Stick with the classics

Organic search continues to bring in both the eyeballs and the credit card swipes.

Experiment, don’t gamble

AI search is worth exploring, but don’t bet the farm on it just yet.

Measure everything

Make sure your analytics can actually track AI referrals. Otherwise, you’ll be left wondering if that mysterious spike in traffic was from Google’s AI, or just your mum finally sharing your site on Facebook.

Prep for the future

AI search tends to reward content that’s clear, concise and directly answers questions. If your website has a lot of filler content, it’s time to tighten things up.

Although AI search is the in-thing currently, organic search remains the foundation of digital marketing success. While it is important to utilise AI search, don’t completely shift your focus – maintain a good balance.

If you need help with the GEO (generative engine optimisation) performance of your site amid these rapidly changing times, get in touch with the team at Engage Web today.

About
Latest Posts

James Hussey

Digital Marketing Executive at Engage Web

Having once gone to school in the Burnage area of Manchester known for being the childhood home of Noel and Liam Gallagher, “Some Might Say” that James is a “Supersonic” presence within Engage Web, happily turning his hand to “Whatever” tasks his role throws at him.