Recent data and an in-depth LinkedIn post by Tim Cameron-Kitchen from OFCOM indicates that Google’s user base has shrunk compared to last year, sparking conversations about whether generative AI tools like ChatGPT are contributing to the Google search decline. However, the picture is more nuanced than it may first appear.
The Data Behind the Shift
While Adobe Analytics highlights a rise in referral traffic from generative AI tools, there’s limited evidence to suggest these tools are the primary driver behind Google’s decline. Concerns about the accuracy of AI-powered search results are significant; a Search Engine Journal report cites only 18% of users expressing confidence in such tools. OFCOM’s data also points to modest growth in alternative search engines like DuckDuckGo (3%) and Yandex (2%), suggesting users may be exploring features like privacy or localised search rather than abandoning traditional engines for AI.
Additionally, Adobe’s findings, while valuable, are from 2023 and may not fully reflect the current dynamics of search behaviour in 2024. These nuances make it clear that AI tools are more of an added layer to search rather than a replacement.
Google’s Resilience
Despite the dip in user numbers, Google continues to thrive financially, with ad revenue growing 10% in its biggest-ever quarter. However, this growth is partly driven by an annual 10% increase in ad costs, rather than sheer user engagement. Google’s dominance in the paid advertising space remains undisputed, but businesses are beginning to diversify their traffic sources, including AI-powered tools.
What It Means for Marketers
Marketers face a dual challenge: maintaining visibility on Google while also optimizing for generative AI platforms. Businesses must recognise that traffic from AI tools is growing and diversify their strategies accordingly. Generative AI is not just a passing trend; it’s becoming an integral part of how consumers search for products and services.
Generative Engine Optimisation (GEO): The New Frontier
The rise of AI has given birth to a new marketing discipline: Generative Engine Optimisation (GEO). This strategy focuses on ensuring that AI tools like ChatGPT recommend your business’s products and services. Here’s how marketers can adapt:
- Understand AI Algorithms: Study how tools like ChatGPT prioritise and display results.
- Create AI-Friendly Content: Use structured data, FAQs, and conversational tone to align with AI preferences.
- Engage with AI Platforms: Explore partnerships or integrations with emerging AI tools.
- Monitor Performance: Track referral traffic from AI platforms and adjust strategies as needed.
A Balanced Perspective
Generative AI tools are undeniably reshaping the digital landscape, but Google remains a cornerstone of online search. As Search Engine Journal suggests, businesses should view AI as an additional layer, enhancing rather than replacing existing strategies. As we approach 2025—the year many predict generative AI will come into full force—marketers must prepare for a hybrid approach, leveraging both traditional search engines and AI tools to meet their customers wherever they are searching. By staying agile and embracing the strengths of both Google and AI-powered platforms, businesses can thrive. For more information on this story, send us an email to team@modo25.com