How marketing leaders are adjusting Google, AI search strategies

A recent Botify survey reveals that the majority of marketing leaders are adapting their strategies in response to the evolving search landscape. The rise of AI search, search fragmentation, and potential Google antitrust actions are driving this shift.

Key Concerns: The SEO landscape is changing rapidly. ChatGPT and similar generative AI tools are reshaping search, while concerns about declining Google search quality are widespread. Many websites are experiencing a decrease in organic traffic from Google.

Strategic Responses: A significant 62% of marketing leaders report diversifying and adjusting their strategies. Another 31% plan to diversify but haven't yet implemented changes.

Alternative Search Platforms: Marketing leaders are exploring alternatives to Google, with notable interest in:

• YouTube (66%)
• ChatGPT (56%)
• Amazon (45%)
• TikTok (40%)

Evolving Measurement Metrics: The impact of generative AI is evident in how search performance is measured. A substantial majority (55% significantly, 36% slightly) have altered their measurement approaches. Key shifts include:

• A focus on search snippet presence and appearing in AI-generated answers (52%), replacing traditional ranking emphasis.
• Prioritizing conversions over click-through rates (27%).
• Tracking visits instead of rankings (7%).

Survey Methodology: Botify, in collaboration with Centiment, surveyed 300 marketing leaders (directors, VPs, and above) in retail, e-commerce, tourism, and hospitality. The survey was conducted in December.

Further Information: For detailed results, see the full survey report: Marketing Leaders Want to Meet AI Search Head-On: New Survey Results

The above is the detailed content of How marketing leaders are adjusting Google, AI search strategies. For more information, please follow other related articles on the PHP Chinese website!