AI Optimization for content: A New Big Opportunity like SEO?

Nicola Agius from Search Engine Land discussed the potential impact of Google’s Search Generative Experience (SGE) on publishers’ ad revenue. The AI-driven search function, by summarizing information directly in search results, could lead to a decline in traffic for many websites, with some potentially seeing drops of up to 60%. This loss in traffic directly affects ad revenue, which could decrease significantly. He suggests that while some websites may lose traffic, others not included in AI-generated summaries might gain users seeking more in-depth information.

Google AI Overview

1. Traffic Loss from AI Overview

The decline in web traffic due to AI-generated summaries is plausible. Users can quickly get an overview from AI, reducing the need to click on the source websites. However, sites that aren’t part of the overview might still attract visitors seeking more detailed information, potentially leading to a shift in traffic patterns.

2. Shifting Traffic Share

AI’s impact on traffic will create both winners and losers. While some websites lose traffic to AI summaries, others offering niche or in-depth content could benefit, as users seek more comprehensive insights that AI might not fully cover. This reconstruction of the traffic share shows how AI-driven search can both reduce and increase web visits depending on the site.

3. The Rise of AI Optimization (AIO)

As AI platforms like ChatGPT and Perplexity become popular, publishers must adopt AI Optimization (AIO) to ensure their content is effectively cited and referenced by AI systems. Perplexity, for example, includes links in its AI-generated results, opening a new source of traffic. This means publishers need to move beyond traditional SEO, focusing on structuring content to make it more AI-friendly. Proper citation and easy-to-process content will help websites maintain visibility in an increasingly AI-centric landscape.

AI Optimization and Chatbot Optimization Opportunities

The rise of AIO brings new opportunities. As SEO is critical for traditional search engines, AIO will be essential for ensuring that content gets included in AI-generated summaries and references. Publishers may need to restructure their content to be easily picked up by AI systems and find innovative ways to remain relevant in an evolving digital world where AI-based information retrieval is gaining prominence. This could even create new job roles focused on AI and Chatbot Optimization to help businesses stay ahead in the AI-driven future.