In the fast-changing world of digital marketing, businesses are racing to keep up with the new rules introduced by artificial intelligence (AI). Imagine waking up one day to find that your website, which used to attract many visitors, has lost an incredible 140 million visits in just one year. This is the situation that HubSpot, a company that provides sales, marketing, and customer service tools for other businesses, recently experienced. The reason? AI and its powerful effect on how we look for information online.
Kipp Bodnar, who is the chief marketing officer at HubSpot, remembers a time when searching the internet felt like a treasure hunt. You would scroll through many links, hoping to find something useful. Today, however, we have immediate access to a huge amount of information, thanks to AI. The way we search for and use that information has changed dramatically. For companies like HubSpot, this change has resulted in a big drop in website traffic, mainly because search engines have updated their algorithms to filter out low-quality content.
What does this mean for businesses that want to keep their online presence strong? It all comes down to credibility. As more users turn to AI tools for answers, the role of traditional search engines is changing. Search engines now prioritize AI-generated summaries at the top of their search results, which often means users find their answers without ever visiting a website. Bodnar highlights that the click-through rates for searches that include AI summaries have decreased by 60% to 70%. This is a significant drop!
In response to this challenge, businesses are trying to find ways to improve their visibility in AI-generated answers. This has led to the idea of Answer Engine Optimization (AEO), which is sometimes called Generative Engine Optimization (GEO). This strategy aims to ensure that websites rank well in AI tools, including those powered by large language models (LLMs) like ChatGPT. Many companies are now combining AEO with traditional Search Engine Optimization (SEO) to boost their online visibility.
Bodnar stresses the importance of understanding how users' search behaviors are evolving. In the past, a typical Google search might consist of four to six words. Nowadays, with AI, users are entering queries that are 40 to 60 words long, showing a significant shift towards more specific questions. For example, imagine a family planning a holiday in New Zealand. They might ask an AI for a detailed itinerary that includes seeing their favorite animal. To be included in such an answer, a motorhome rental company would need to create content that matches that query, like an article about the most popular animals in New Zealand for children.
HubSpot itself is changing how it presents information on its website. The long articles that used to be common in their content strategy are now being replaced with shorter, easy-to-read pieces of information that AI can quickly extract. If a user asks about a specific feature, such as contact management, AI tools can find and present that information quickly. Currently, AI is responsible for directing 7% to 12% of HubSpot’s website traffic, and Bodnar believes this number will continue to grow as more customers discover the brand through AI responses.
HubSpot is not the only company adapting to this new reality. Ann Lowe, who leads PR and communications at Spice Kitchen, a company that sells spice gift sets, understands the need to adapt. To promote their latest product, Spice Kitchen is creating a content cluster focused on the history of the spice trade. This section of their website aims to establish authority on the topic, almost like a mini-training course for those interested in learning more. Lowe hopes that by developing this content, they can attract AI search bots and, consequently, potential customers.
Nathan Pearson, co-founder of Lumos Digital, a marketing agency, notes that the focus of optimization is shifting from simply attracting customers at the point of sale to engaging them during their research and decision-making processes. He suggests that companies should consider publishing detailed buying guides. For instance, if a business sells running shoes, a guide listing the best trainers for long-distance running, with a clear winner, can be very effective.
Andy Pickup, the digital director at MKM Building Supplies, has also noticed the effects of AI on site traffic. He points out that fewer visitors are coming to their website because they are finding answers through AI models instead. This trend could lead to a significant decline in traffic if it continues. Pickup recognizes the importance of being mentioned in AI results, as it could help drive foot traffic to their stores, where customers can receive personalized help with their projects.
Interestingly, while Google remains the leading search engine, Pickup mentions that ChatGPT is now sending more visitors to their site than Google’s built-in AI features. This change indicates a major shift in user preferences. People are actively choosing to engage with ChatGPT over traditional search engines, even when the latter has its own AI capabilities. In response, Pickup has adopted a 'defensive strategy,' creating blog posts about their best-selling products to ensure they are referenced by AI tools.
The content strategy has evolved from merely discussing products to addressing how these products can solve specific problems for customers. Unlike traditional search engines that focus on keywords, AI engines require content that is clear and meaningful. As a result, MKM has updated its web pages to include summaries, bullet points, and frequently asked questions (FAQs) to improve clarity and accessibility. They have even created a site map to help AI bots navigate their website more effectively.
While many users may simply read the AI-generated answers, some will click through to the original sources. Over the past year, MKM has seen a notable increase in traffic from AI, rising from almost zero to a low double-digit percentage, and it continues to grow. Pickup believes that customers who receive information from LLMs feel more confident in their purchasing decisions, leading to higher conversion rates.
In this new world of digital marketing, businesses must be flexible and responsive to the changes brought about by AI. The landscape is shifting, and those who can adapt will not only survive but thrive. As we navigate this transformation, it is clear that the future of online engagement will be shaped by our ability to understand and use the power of AI in our marketing strategies.
