(Photo by Solen Feyissa on Unsplash)
Artificial intelligence (AI) is revolutionizing marketing with tools like ChatGPT, Gemini, and others. Google predicts that the shift towards AI will be more impactful than the shift from desktop to mobile. These tools are fundamentally changing how information is surfaced. These innovations do not stop there; they are also driving the creation of new advertising formats, such as Performance Max (P-Max) campaigns. Google claims that the AI push in 2025 may rival or even surpass the mobile revolution in its impact (1), fundamentally transforming how users discover information and interact with businesses. One of the most significant shifts involves moving beyond traditional keyword-based advertising. This means marketers need to adapt their strategies to remain effective in a changing digital advertising space.
The Future of Search and Organic Traffic
Gartner predicts that organic search traffic will decline by 25% by the end of 2026 (2), with informational searches (“What are _____?”) being the most affected. As AI systems like ChatGPT and Gemini improve, they’ll increasingly serve as primary sources for informational queries, reducing the need for users to visit traditional search engine results pages. This also means that the role of your website is shifting. As AI-driven platforms evolve, users may arrive at your website armed with more information than ever before. While strict informational content remains valuable, companies should prioritize offering:
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Compelling calls to action
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Unique offers
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Informational products that provide added value
This shift necessitates a conversation with your marketing team about the type of website your company should maintain. Does it offer more than just static information? Is it optimized for AI-driven user journeys?
How Do We Get Into ChatGPT, Gemini, and Others?
To position your business for success in the AI-driven marketing era, consider the following steps:
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Publish detailed, useful content on your website to establish credibility.
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Create high-quality content offsite, such as articles in trade publications or press releases distributed via platforms like Business Wire.
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Leverage structured data opportunities from sources like Wikipedia to enhance visibility.
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Build third-party mentions and backlinks to demonstrate authority and relevance to AI platforms.
The Importance of Satisfying Users
Google’s algorithm increasingly prioritizes content that satisfies user intent. Metrics like bounce rate are key indicators of whether your content meets expectations. Ensuring that users engage deeply with your content can improve rankings across both traditional and AI-powered search engines.
Should You Use P-Max and Other AI Advertising Formats?
Performance Max and other AI-powered advertising formats are worth exploring. To make the most of these tools:
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Conduct at least one AI-driven advertising test per month.
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Review and update your conversion tracking to align with your specific optimization goals.
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Decide in advance which metrics to optimize for when configuring the AI algorithm.
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For B2B and highly technical industries, adoption of AI advertising may be slower, but early experimentation can yield valuable insights and competitive advantages.
Non-AI SEO/SEM Factors Still Matter
While AI is reshaping marketing, traditional SEO and SEM tactics remain relevant. For instance:
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Google confirmed in October 2024 that it treats distinct website sections differently based on how they stand out (3).
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Links remain a critical ranking factor, with 96% of the top 10 Google results having more than 1,000 backlinks from unique domains (4).
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60% of Google searches now end without a click, underscoring the need for content that engages users directly on search engine results pages (5).
Final Thoughts
Marketing is undergoing a profound transformation driven by AI. By staying informed and proactive, businesses can harness these changes to their advantage. From creating high-quality content to experimenting with new advertising formats, the opportunities are vast for those willing to adapt. If you’re ready to take your marketing efforts to the next level and leverage AI-driven strategies, contact Will Marlow Agency today to see how we can help.
Also, check out more in our presentation below.
