A NEW ERA OF SEARCH
Over the last couple of years, we’ve seen unprecedented levels of change to the search landscape: tracking and compliance challenges, evolving SERP features including the introduction of AI Overviews, the launch of AI Mode and rise in usage of LLMs including ChatGPT and Perplexity.
Our proven approach to organic search has evolved and continues to evolve to maintain maximum visibility for our clients where it matters. The priority for our approach to organic search remains the same – getting your brand in front of the right audience wherever they are searching. This includes the latest AI search considerations that go beyond repackaged SEO tasks, to actually move the dial on how often and how you appear in LLMs.
While Google still maintains the majority of market share (thanks to AI Overviews and AI Mode), there’s been a sharp rise in the use of other platforms such as ChatGPT and Claude. This has meant that the focus has shifted from ‘driving more organic traffic’ to one centred on visibility and engagement.
Metrics such as ‘sessions’, ‘users’ and ‘clicks’ now don’t tell the full picture. Instead, focusing on ‘brand sentiment’, ‘share of voice’ and ‘engagement rate’ help us to focus on the areas that matter most and tailor an approach that resonates best with the way users are now discovering and searching for brands online.
The goal is to deliver as much value as possible for users, matching the mindset of AI tools when evaluating which brands to reference within a generated answer.
