How AI and social is changing search (and what marketers should do about it)

The way we search online is going through big changes. AI is transforming how consumers find information, and our search habits are evolving fast.

For marketers, these aren’t just interesting trends. They’re reshaping how we attract, engage, and convert customers. And if you don’t adapt, you risk losing visibility where it matters most.

What’s changing?

We’re seeing clear signs that traditional search is declining. For example, HubSpot has seen a noticeable drop in its organic search traffic. And this isn’t just limited to one platform – it’s part of a wider shift. Across all search engines, total visits to websites dropped by 0.5% between April 2024 and March 2025, which adds up to around 9 billion fewer visits compared to the year before.

But it’s not all bad news. Even though fewer people are clicking on search results, the clicks that do happen are often from people with a stronger intent to buy or take action. In other words, the quality of traffic is improving, even if the quantity is falling.

The quality of traffic is improving, even if the quantity is falling.

At the same time, direct traffic is on the rise – particularly in sectors like care and automotive, where it’s grown by 11% year over year. This suggests that more people are visiting websites by going straight to them – possibly after seeing the brand somewhere else, such as in AI Overviews, answer engines, or social platforms where brand impressions are increasing, even if they don’t always result in immediate clicks.

Why this is happening: Three big shifts in search

So, what’s behind all these changes? There are three key trends:

1. Zero-click searches

More searches now end without a click to a website. In fact, almost 60% of searches are ‘zero-click’, meaning people either:

1. Get their answer straight from the search results, or
2. Move on to a new search without clicking anything.

Google’s AI Overviews, which give users quick answers without visiting a website, are a big part of this. Google’s CEO Sundar Pichai says over 1.5 billion people use them every month.

This is leading to falling click-through rates (CTR).

When an AI Overview appears, non-branded keywords, in particular, are seeing a 20% drop in CTR, and the top search result now gets clicked far less often than it used to. But if your brand does appear in an AI Overview, you could actually see a 19% boost in CTR on branded searches.

2. Answer engines

Answer engines like ChatGPT are changing the way we find information. Instead of giving you a long list of websites to browse through, answer engines provide direct, conversational answers to your questions – right there, in the moment.

They don’t just point you to information. They give you the information.

You can ask follow-up questions, explore different angles, or refine your search – all within the same conversation, without opening extra tabs or clicking through pages.

How are answer engines different to search engines?

Search engines (like Google or Bing) are like asking someone where to find the answer:

• They give you multiple options (a list of links).
• You need to click through the links and search for your answer yourself.
• They’re useful for exploring different sources but can be time-consuming.

Answer engines (like Gemini or ChatGPT) are like asking someone for the answer:

• They read it, summarise it, and give you a direct answer immediately.
• There’s no need to click around or search further.
• They’re fast, easy, and user-friendly with extra prompts to help you go deeper if you want.

For example, I wanted to know ‘how to make a summer fruit smoothie’. I used the same query in Google and prompt in ChatGPT:

Google returns pages of links. It’s overwhelming and high effort. There are lots of options to explore, but it’s a real rabbit hole of possibilities.

On the other hand, ChatGPT gives me one result, directly answering exactly what I’ve asked for – how to make a summer fruit smoothie. I don’t even need to think about it. It also lets me explore further if I want to, by adapting it to my tastes and what fruits I have available.

In a very short space of time, answer engines have become incredibly popular. ChatGPT, for example, hit 100 million monthly active users (MAU) just two months after launching.

Although answer engines are rising in popularity, they’re still well behind Google search and have a long way to go. Right now, they generate much less traffic to websites than traditional search engines – about 34 times less. But their influence is growing fast.

In a recent webinar, Graham Hansell, CIM Course director, projected that platforms like ChatGPT could overtake Google for clicks by 2031.

Google’s response to the challenge is introducing new AI-powered search features in the US, like Deep Search, AI shopping tools, and Search Live. They’re also working to monetise Gemini, their AI product, by adding ads.

3. Social search

According to Forbes, one in four people now turn to social platforms when looking for information.

Social platforms are built for trends and user-generated content. They are quickly becoming our go-to for recommendations, product research, and even to buy.

While most platforms technically allow external links, they often make them less user-friendly – for example, by opening links in in-app browsers or discouraging clicks to keep users on the platform. In some cases, like LinkedIn, including links can even reduce your post’s reach. This means people are increasingly discovering and interacting with your brand without ever visiting your website.

Rand Fishkin’s research shows that content on social media can reach up to 10 times more people through zero-click interactions – where people see and engage with your content without ever clicking through to your website. These types of interactions, like reading a post or watching a video, are often reported in your web analytics as ‘Direct’ traffic because the traditional click path isn’t captured. This isn’t on a small scale either. Fishkin’s research found that some platforms hide up to 100% of clicks.

What this means for marketers – and how you can adapt

These shifts have a big impact. You have less control over where your audience finds you, and the way people discover brands is changing. But you can stay ahead by making smart moves.

Here’s what to focus on:

1. Be visible where prospects are looking

It’s no longer just about showing up on Google. You need to think about the steps your audience takes before they even search on Google.

Start by mapping out the customer journey. Where are your potential customers spending their time? What kind of content are they looking at? Make sure your brand is present and adding value in those spaces – especially on social media.

Use tools like AI-powered Speech Analytics to get deeper into your direct traffic. Understanding what’s driving people to contact you – especially when they bypass search engines – can reveal valuable insights about brand awareness, offline marketing impact, and referral sources that aren’t always easy to track. Work closely with your call handlers to uncover these patterns and understand what’s influencing these direct enquiries.

Separately, don’t overlook AI Overviews and answer engines. These are fast becoming critical spaces for brand visibility. Showing up in these environments can significantly influence discovery and consideration. You can also start exploring emerging opportunities like Answer Engine Ads to gain early-mover advantage.

2. Get your website ready for AI

AI tools don’t just read your website the way people do. They need clear, well-structured information. Here’s how to make sure your site is AI-friendly:

• Content
  • Start by creating content that directly answers the questions your audience is asking.
  • Focus on easy-to-read, helpful content and regularly refresh your most important pages.
  • Natural language is more important than ever. Don’t just write for keywords.

• Technical setup
  • Use schema markup and semantic tagging to help AI understand your site.
  • Make sure you’re not blocking AI crawlers and aim for fast site loading speeds (ideally between 1–5 seconds).
  • Consider adding an llms.txt file to help AI platforms better read your site.

• Authority
  • Show that your content is trustworthy. Use author profiles and keep your information accurate and up to date.
  • Aim to get cited on high-authority websites. Digital PR can help here.

3. Rethink how you measure success

The old way of measuring marketing performance – mostly focused on clicks and website visits – isn’t enough anymore. You need a broader view:

• Off-website tracking
  • Look at brand impressions across social media and search engines. These channels still offer strong visibility, even when people don’t click through.
  • Use urchin tracking module (UTM) tags and trackable phone numbers to follow traffic from all your marketing sources, especially in places where direct tracking isn’t yet possible.
  • AI tracking is still developing, but adding llms.txt files can help ensure AI platforms can better access and understand your website content. You may also be able to infer some impact through indirect signals, like uplifts in direct traffic or branded search demand.

• On-website tracking
  • Use tools that let you track how users move through your site and where they come from.
  • Dynamic call tracking and tools like Parameter Connect can help you bring together all your on-site and off-site performance data.
  • Keep in mind that some AI referrals might not be fully trackable yet – this is still a new space.

Final thoughts: Embrace the change

The search landscape is evolving, and AI is at the heart of it. If you want to stay relevant, you need to adapt.

• Focus on showing up where your audience is spending time.
• Build your website in a way that AI can easily understand and showcase your brand, and
• Keep reviewing your marketing analytics to uncover new opportunities.