Search has changed. Has your strategy?
The marketing industry has seen a significant change in consumer behaviours as of recent, mainly fuelled by the rise of AI integration in a consumer’s day-to-day life and the impact it has had on their behaviours. AI is woven into a consumer’s life, whether they know it or not.
From social media algorithms to search engine overviews to ordering the weekly shop on your Alexa, AI has likely popped up to ‘assist’ with each action. It is important for marketers to understand this change and get on board; remaining innovative and ahead of the trends builds sustainability in an ever-changing world. In this article, we will explore the integration of AI online and how this has impacted the customer journey.
Research Journey vs Answer Journey
Since August 2024, the UK market has been introduced to a new way of researching, an AI overview. This handy little tool allows users to quickly research and be provided with the answer almost immediately. There is no longer a requirement for deep research, analysis and fact-checking; it is all handed to us on a plate, in an easy-to-read format right at the top of the page. A YouGov report showed that 42% of the UK general public blindly trust AI summaries, without the need to click through to links or verify information. This increases to 47% for younger users aged 18-34.
With AI giants like Chat GPT and Gemini providing immediate information at the tip of your fingers, it means that traditional search engine journeys via Google or Bing, for example, have impacted organic and paid rankings for marketers and their websites. Research by TANK, has shown that prior to AI Overview, organic traffic grew by an average of 26.3% across sectors; however, since its introduction, growth has plummeted to just 3.7%, with sectors like fashion and travel seeing actual traffic declines (-3.4% and -1.6% respectively).
For marketers, this means it is not enough anymore to rely on top organic rankings or paid for search ads. Instead, marketers should focus on branding, SEO and AEO within their digital marketing, as “when your brand is mentioned across trusted sources, AI uses entity recognition to link your name to relevant topics” . It is proven that trusted brand mentions don’t just increase brand visibility but also act as trust signals to consumers.
Zero Click Society
The AI trend has had a significant impact on the way consumers behave online, and we have now entered a ‘zero click society’. With the rise of AI overviews, there is no requirement to click through to a website or link; we are presented with all the information at the top of the page, and this is where most consumers stop.
A study conducted by the Authority Analytics company has found that a site previously ranked first in a search result could lose about 79% of its traffic for that query if the results were delivered below an AI overview. However, according to sellerscommerce.com , only 13% of all Google searches have an AI overview appear globally. This has seen a huge surge since January 2025, from 6.49% to 13.14% in March 2025. It is important for marketers to keep an eye on this trend and begin to strategise for this digital behaviour change. Focusing more on branding, backlinks, SEO and trusted brand mentions online, as paid search campaigns and organic search engine rankings become outdated.
From SEO to GEO, future-proofing your visibility
So, how can Buy Me Media help you stay visible in an AI-led search world? This is where our new GEO services come in. GEO, or Generative Engine Optimisation, is all about positioning your brand to be recognised, trusted and referenced by AI platforms, not just traditional search engines.
Our team builds content that is rich in E-E-A-T expertise, experience, authority and trust. This approach supports Google’s helpful content system and increases the chances of your brand being selected as a trusted source by AI tools. The results speak for themselves, with authoritative content showing ranking improvements of up to 89%, and trusted content driving growth as high as 134%.
If you want your brand to be seen, trusted and chosen in this new era of search, it is time to think beyond traditional SEO. Get in touch with Buy Me Media today to find out how our GEO services can future-proof your digital presence and keep your brand front of mind in an AI-first world.