Over 1,200 people registered for this one, which tells you everything about where digital marketers' heads are right now.
Key Takeaways
- Organic traffic is down 12% across our client portfolio, but for 68% of those same clients, visibility is up. Traffic and visibility have decoupled for the first time.
- Two measurement problems are hiding the true scale of organic: AI Overviews cutting click-through rates by ~60%, and "dark direct" misattributing an average of 60% of Direct traffic away from organic.
- 30% of Irish adults are using ChatGPT to research purchases. But only 0.23% of website traffic comes from AI tools. The behaviour is real, and the clicks may never follow.
- Traffic has stopped being a reliable signal. Visibility, across both traditional and AI search, is the metric that tells you where you actually stand.
- Good SEO doesn't automatically mean good AI visibility. Studies show only a 12% overlap between URLs cited by LLMs and URLs ranking in Google's top ten.
- Results in AI search can happen fast. We're seeing changes in days, not months.
Webinar Q&A
We received some great questions during the webinar, and while we covered as many as possible, we ran out of time before we could address them all. To help, we’ve put together a Q&A document with answers to the questions we didn’t get to during the session.
