Impact of AI on Search

AI-driven and generative search capabilities are projected to become more significant, expanding beyond informational queries to encompass transactional searches. As a result, search engines are likely to introduce features that minimize the need for users to click on external websites, contributing to potential traffic erosion for traditional organic search. This shift indicates a trend where established brand authority will be crucial for visibility, as recognizable brands gain a competitive edge in this evolving landscape. The introduction of AI overviews can also lead to decreased investment in maintaining blue link rankings, as search engines might prioritize providing summarized results over displaying multiple search results.