In a recent LinkedIn post, digital marketing specialist Richard Dawson highlighted a dramatic shift in how people search for information.
In a self-made anecdote, he explained how he had employed an AI (artificial intelligence) helper, ChatGPT, to find Christmas gifts for his wife, with ruthlessly good results.
What his experience shows is something bigger: the collapse of the traditional search engine optimisation (SEO) strategy and the rise of AI-powered search.
Dawson states that phrases like “I’ll Google that” are becoming obsolete, the way “I’m going to Blockbuster to get a rental video” or “Let me check the Yellow Pages” did.
He states AI tools are more commonly filling the role of the older, more traditional search engines. For instance, Opera’s new AI agentic web browser, Opera Neon, and Google’s AI Overviews are redefining consumers’ access to information.
Neil Patel, a leading SEO expert, has it on record that 80% of consumers now use zero-click results for at least 40% of their searches.
This development is severe for business entrepreneurs. All those outdated SEO strategies, where a top ranking on search engine lists was the prize, are becoming less significant. Instead, firms need to learn to adapt to how AI systems discover and recommend products or services.
Dawson emphasises the need to create AI-readable, authoritative and context-rich content. Building brand authority and understanding customer information in order to offer personalised recommendations is essential in this new setting.
As AI progresses, business strategies for digital marketing will have to adapt as well. The successful businesses will be those that embrace the change and, instead of just trying to be found, build on clear value and solid expertise.
The future of search is no longer about getting found but about getting recommended. Businesses need to capitalise on this opportunity and set themselves up for success in an AI-dominated age.
As AI transforms how people discover products and services, traditional SEO alone won’t cut it. At Engage Web, we help businesses adapt to this shift. Reach out to our team today to discover how we can futureproof your online marketing strategy and help your business succeed.
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