Google and emerging generative AI platforms have forced SEO and marketing professionals to think bigger. The days of impacting rankings with quick wins are fading, replaced by a more holistic approach that rewards real consumer-focused strategy and meets audiences where they are searching. Google and other emerging generative AI platforms have forced SEO and marketing professionals to think bigger. The days of impacting rankings with quick wins are fading, replaced by a more holistic approach that rewards a consumer-focused strategy. To succeed, marketers need to understand both where their audience searches and how they search. Google still dominates market share, but search habits are shifting. Generative AI platforms are the new sources of information discovery, and the rise of AI-generated answers in search, such as Google’s AI Overviews, has already impacted how users interact with results. This has increased the prevalence of zero-click searches and bred a new source of brand awareness — one where brands often don’t own the narrative.

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