Expert: Companies Must Strengthen Their AI Footprint

When Google introduced AI Overviews in May 2024, it upended the long-established formula for running a successful online business.

SEO consultants are now urging businesses to adapt by expanding the educational content on their websites—even if it doesn’t directly lead to clicks.

For years, companies aimed to climb Google’s search rankings or pay for ads to drive traffic. Now, AI-generated summaries—shown at the top of search results—have drastically reduced actual clicks to websites, Chris Dobstaff reported for Forbes Daily.

While local businesses have been relatively insulated thanks to location-based searches, experts say that window of safety is closing fast.

Search engine optimization (SEO) consultants are now urging businesses to adapt by expanding the educational content on their websites—even if it doesn’t directly lead to clicks.

Andrew Shotland, founder of Local SEO Guide, says research shows people are placing increasing trust in AI summaries. Although fewer people may click through after reading a summary, those who do tend to be more serious or closer to making a purchase.

“These are higher-quality leads,” he noted.

The importance of online visibility remains critical. In 2022, research firm Forrester estimated that 59% of all retail transactions had a digital component—either taking place online or beginning with online research—amounting to $2.7 trillion in revenue.