The internet is on the brink of its most significant transformation in history, and most businesses are woefully unprepared. A perfect storm is brewing: Federal regulators are taking a sledgehammer to Google’s monopoly, while artificial intelligence (AI) is poised to revolutionize how content is created, discovered, and consumed.
This is a fundamental reconstruction of the digital landscape that will change how you drive traffic to your business.
The SEO industry is facing monumental questions: Will AI make SEO obsolete? Will the Google monopoly ruling kill search traffic? And, perhaps most importantly, will Google even matter in the future?
In this article, I’ll break down the data, analyze the trends, and provide actionable insights to help you navigate this seismic shift. Let’s dive in.
The Rise of AI: Is Google Search Doomed?
The biggest question on everyone’s mind is whether AI will steal search traffic from websites. There are two primary ways this could happen:
- People could stop using Google altogether and rely on AI platforms like ChatGPT, Perplexity, or Claude for their searches.
- AI could dominate search results, reducing the need for users to click through to websites.
Let’s start with the first scenario. Many people have already shifted most of their search behavior to ChatGPT. Instead of typing queries into Google, they now start with AI tools. But is that the new norm?
According to StatCounter, Google still dominates the search engine market with a 90.4% share. However, this data only accounts for traditional search engines like Bing, Yahoo, and DuckDuckGo. It doesn’t fully capture the impact of AI-driven platforms.
ChatGPT’s Growing Influence
OpenAI recently announced that ChatGPT now has over 300 million weekly active users, generating 1 billion queries per day. By comparison, Google processes around 8.5 billion queries daily. This means ChatGPT is already handling about 11.7% of Google’s query volume.
However, it’s important to note that ChatGPT isn’t solely used for search. Many users rely on it for writing assistance, coding, translation, and more. So, its direct impact on Google’s search market share is likely smaller than the numbers suggest.
That said, ChatGPT’s growth is staggering. OpenAI CEO Sam Altman revealed that usage has grown by 50% in just the last three months. The release of SearchGPT, which provides fully answered queries with source links, has further accelerated this trend.
Perplexity: The Original SearchGPT
Perplexity, another AI-powered search tool, combines the functionality of a search engine with the interactive nature of chatbots. Like SearchGPT, it provides concise answers and links to sources, though the links are less prominent.
As of June 2024, Perplexity has over 75 million monthly visitors and serves around 14.28 million searches per day. While this is impressive, it’s still a fraction of Google’s 8.5 billion daily queries.
Google’s AI Overviews
Google isn’t sitting idle. Its AI Overviews, part of the Search Generative Experience, aim to provide complete answers to queries without requiring users to click through multiple links. Initially, SEOs panicked, fearing this would reduce website traffic.
However, the data tells a different story. According to Siege Media, the introduction of AI Overviews actually led to a 4.43% increase in search clicks. For e-commerce sites, traffic increased by 3.2%.
Why? Because users don’t blindly trust AI answers. They often click on source links to verify information. This is great news for website owners, as it suggests that AI-driven search won’t completely eliminate traffic.
The Google Monopoly Ruling: What It Means for Your Traffic
On August 5, 2024, a federal judge ruled that Google had acted illegally to maintain its search monopoly. The ruling highlighted Google’s practice of paying billions to companies like Apple and Samsung to be the default search engine on their devices.
For example, in 2022 alone, Google paid Apple $20 billion to remain Safari’s default search engine. The ruling doesn’t specify remedies yet, but potential outcomes include:
- Breaking up Google’s business units, such as Chrome and Android.
- Prohibiting Google from paying third parties to be the default search engine.
If either of these measures is implemented, Google could lose up to 50% of its search market share overnight.
What This Means for Website Owners
While the ruling is significant, it’s unlikely to drastically impact overall search traffic. Global search volume continues to grow, from 1.2 trillion searches in 2019 to 3.1 trillion in 2024.
Even if Google’s market share declines, the searches will still exist—they’ll just be distributed across multiple platforms like Bing, Perplexity, and SearchGPT.
Interestingly, the web pages cited in SearchGPT often mirror those ranking on Google’s first page. This suggests that AI-driven search engines may be piggybacking on Google’s ranking algorithms.
The Future of SEO: What You Need to Do Now
The rise of AI and the potential decline of Google’s dominance have profound implications for SEO. Here’s what you need to do to stay ahead:
1. Build a Strong Brand
AI has made content creation incredibly easy, leading to a flood of low-quality, AI-generated websites. In response, Google has prioritized sites with strong brands, expertise, and authority.
If you’re starting a standalone blog or affiliate site, it’s going to be nearly impossible to rank. Instead, focus on building a recognizable brand tied to a legitimate business.
2. Leverage Social Media
Social media is no longer optional. To drive traffic, you need to build a following on platforms like Instagram, TikTok, and LinkedIn. Social signals can boost your visibility and complement your SEO efforts.
3. Collect Reviews
Reviews are more important than ever. Focus on two types:
- Google Business Reviews: These influence your online reputation and search rankings.
- Google Customer Reviews: These contribute to your seller rating, which appears in Google Ads and shopping results.
4. Diversify Your Traffic Sources
Don’t put all your eggs in the Google basket. Explore other platforms like YouTube, Pinterest, and email marketing. The more diversified your traffic sources, the more resilient your business will be.
Final Thoughts
The digital landscape is undergoing a seismic shift, driven by AI and regulatory changes. While Google’s dominance may wane, search traffic isn’t going away—it’s just evolving.
To thrive in this new era, focus on building a strong brand, leveraging social media, and diversifying your traffic sources. SEO will always be important, but it’s no longer enough on its own.
The businesses that adapt to these changes will not only survive but thrive. The question is, will you be one of them?
The future of search is here. Are you ready?
