Adapting to AI's Impact on Search Performance

By Talla Rasmussen, Media Director at Modern Climate

Over the past year, the landscape of search engine results pages (SERPs) has undergone significant changes, particularly with the introduction of the AI overview at the top of the SERPs. This “innovation” (as it has been called) has pushed both organic and paid search results further down the page, affecting traditional metrics like click-through rates (CTR) and cost per click (CPC). 

As a consumer, it’s delightful. As an advertiser, well, let’s just say it’s less delightful. Notably, Google’s core update in March has expanded the presence of this AI overview, especially impacting industries such as restaurants, travel, and entertainment. 

As AI continues to disrupt SERPs, Google has also announced plans to launch ads within their AI Mode search experience. This development has been met with skepticism from advertisers concerning the potential engagement levels of ads in this new user experience. The question arises: What can your business do to navigate these changes effectively? Or are we all just supposed to throw our hands up and say “AI wins!”?

In these evolving times, it is crucial for businesses to test new AI-enhanced opportunities and diversify their search strategies. Developing a Generative Engine Optimization (GEO) strategy for your website, content, and overall search strategy has become increasingly important. GEO involves optimizing content to leverage AI’s capabilities, ensuring your brand remains visible and relevant in AI-dominated search environments. With Gartner predicting traditional search volume to drop 25% by 2026, this is no longer a “someday” this is a “why haven’t you yet?” conversation. Or perhaps a “do you enjoy watching your competition thrive?” conversation.

Is your search strategy suffering from these changes? Are you ready to future-proof your approach against the rapid advancements in AI? (Before it’s too late, and we’re all serving our robot overlords?) At Modern Climate, we specialize in navigating the evolving digital landscape and ensuring that our clients stay ahead of the curve.