Overview

• Google's AI Overviews and other AI-assisted search tools have driven a rise in zero-click searches, altering user behavior and diminishing traditional click-through metrics.
• SEO specialists are expanding their roles to include AI expertise, social media insights, and brand marketing to influence AI-generated content and maintain brand visibility.
• Agencies like Jellyfish and R/GA have introduced proprietary AI search optimization tools to analyze brand sentiment and visibility within large language models (LLMs).
• Structured data remains vital for ensuring content is effectively interpreted and surfaced by AI-driven search engines, despite evolving SEO practices.
• Google's search market share has dropped to 89.65%, its lowest since 2013, as brands like Airbnb shift ad budgets toward paid social to capture discovery beyond traditional search.