We know the pressure of watching organic traffic dip while AI overviews take center stage. It’s a common hurdle right now, but a recent panel at the MarTech Conference — moderated by Janet Driscoll Miller, president and CEO at Marketing Mojo — highlighted that visibility isn’t disappearing; it’s just moving.
Sara Resnick, global lead of marketing and SEO at Western Union, framed this as a moment to reclaim your brand narrative. By doubling down on “brand + modifier” searches, you ensure AI systems use your definitions rather than guessing. As Gerald Murphy, evangelist, Semrush Enterprise at Semrush, noted, relying solely on Google rankings is becoming a risky bet. The path forward involves influencing decisions across the entire web — from TikTok and Reddit to YouTube — ensuring your brand is present wherever discovery actually happens.
Nikki Lamb, senior VP, head of earned at NP Digital, agreed that this fragmentation didn’t start with AI. Her team has embraced “Search Everywhere Optimization,” evaluating visibility wherever conversations happen, not just on a single results page.
Why AI-driven traffic might be your best lead source
While the volume of visits might change, the quality is often higher. Murphy shared data showing that users who interact with an AI platform before hitting your site often arrive with stronger intent. They’ve done the research; they’re just looking for the right partner to help them execute.
The content shift: Clarity is your superpower
When AI misinterprets your brand, the results are frustrating. Tamara Scott, chief content officer at Overqualified LLC, shared a story about a client receiving leads for products they didn’t even sell due to an AI hallucination.
The solution is doable: add clear language stating exactly what you do — and what you don’t do. Not only does this help AI models categorize your expertise correctly, but it also filters out unqualified prospects so your team can focus on the work that matters.
Evolution of thought leadership
Your audience doesn’t need more summaries; they need your perspective. Lamb suggested moving beyond the “what” to focus on the “so what” and the “now what.” In a world where AI can aggregate facts, your original research and proprietary insights are the assets that can’t be replicated.
Building bridges for AI discovery
Your work off-site is now just as important as your technical SEO. Mentions in forums, reviews and niche publications act as vital signals for AI agents. The panel agreed: the goal is to create unique value and then use your PR and comms teams as partners to amplify it across multiple platforms.
The path forward
The rules are changing, but your value to the business hasn’t. By focusing on credibility, clarity, and authority, you can lead your organization through this transition. Let’s tackle this by staying human-centric while making our data machine-readable.