SEO & AI Update: What Every Brand Needs to Know Right Now

5-minute read.

This update addresses the fast-changing search and AI landscape. From Google updates to AI-driven content and emerging platforms like Reddit, these developments can impact your brand’s visibility, traffic, and reputation.

Here’s what this means:

• If we manage your SEO: Your campaigns are being monitored and optimised. This update is to keep you informed, and any questions or specific implications for your business can be discussed in your next performance meeting.
• If we don’t manage your SEO: This update gives you a clear overview of trends, potential risks, and actions you may want to take to protect and grow your online presence.

How to read this blog:
Each section includes:

• What’s happening: A short summary of the latest development.
• Why it matters to your business: How this affects your traffic, rankings, or brand image.
• Action steps: Practical tips to stay ahead, either in coordination with us or for you to implement internally.

ChatGPT Traffic Declines, But AI is Still Surging

What’s happening: In August, ChatGPT sent 52% less traffic to websites compared to July. Most citations point to Wikipedia, Reddit, and TechRadar, favouring “answer-first” formats.

Why it matters: AI-generated content increasingly influences how users find information. Answer-first formats are more likely to be cited, affecting visibility and traffic.

Action steps:

• If we manage your SEO: We’re reviewing your content and optimising where needed to align with AI citation trends.
• If we don’t manage your SEO: Consider adding concise, Q&A-style sections to your content to improve AI visibility.

Google Updates Are Shaking Up Rankings

What’s happening: August saw a Google core update and a spam update, causing ranking volatility. Temporary drops are normal, with positive shifts expected post-spam update.

Why it matters: Rankings may fluctuate in the short term, but user-focused SEO strategies remain the best long-term approach.

Action steps:

• If we manage your SEO: Your campaigns are being monitored, and any necessary adjustments will be applied automatically.
• If we don’t manage your SEO: Focus on high-quality, relevant content and monitor performance closely during this period.

Google’s AI Mode Expands

What’s happening: Google is testing and adding AI features to improve search engagement.

Why it matters: Early adoption of AI-friendly strategies can provide a competitive edge as these tools evolve.

Action steps:

• If we manage your SEO: We’re integrating AI-friendly practices where appropriate.
• If we don’t manage your SEO: Explore incorporating AI into content creation, FAQs, and structured data.

Protect Your Brand in the Age of AI

What’s happening: AI sometimes misrepresents brands, inventing features, offerings, or controversies.

Why it matters: Misrepresentations can confuse customers or damage your reputation.

Action steps:

• If we manage your SEO: We monitor AI-driven sentiment and ensure your messaging is clear.
• If we don’t manage your SEO: Clearly communicate your products and services and watch AI-driven mentions closely.

Reddit Is Entering the Search Market

What’s happening: Reddit, with over 1.2 billion monthly users, is experimenting with search and could disrupt traditional engines.

Why it matters: Reddit may become a key source of visibility and engagement. Maintaining a presence allows you to manage brand awareness and customer sentiment.

Action steps:

• If we manage your SEO: We can advise on whether a subreddit presence makes sense for your business.
• If we don’t manage your SEO: Consider creating an official Reddit account or subreddit to engage with your audience.
  

AI-Generated Images Won’t Affect Rankings

What’s happening: AI-generated images do not negatively affect SEO but should not replace all original visuals.

Why it matters: Brand-consistent, high-quality visuals remain essential for user experience.

Action steps:

• If we manage your SEO: Visuals are reviewed as part of your content strategy.
• If we don’t manage your SEO: Use AI images selectively and consult your design team to maintain quality.
  

Preferred Sources and User Choice

What’s happening: Search engines are testing the ability for users to select preferred sources.

Why it matters: Being recognised as a preferred source can boost visibility and engagement.

Action steps:

• If we manage your SEO: We can help ensure your brand is positioned for preferred-source selection.
• If we don’t manage your SEO: Encourage your audience to register your brand to strengthen loyalty and search presence.
  

Bing is Gaining Ground

What’s happening: Bing is approaching 10% market share, thanks to AI integration.

Why it matters: While Google remains primary, Bing is increasingly relevant for visibility and traffic.

Action steps:

• If we manage your SEO: Your campaigns are optimised for multi-platform performance.
• If we don’t manage your SEO:  Ensure your content strategy accounts for Bing and other emerging search platforms.
  

Local SEO and Technical Considerations

What’s happening: Local SEO, customer reviews, and geo-targeting remain critical. Google Discover is now a major source of traffic for publishers.

Why it matters: Optimising for local search and Google Discover can directly influence traffic, engagement, and conversions.

Action steps:

• If we manage your SEO: Local and technical optimisation is included in your ongoing strategy.
• If we don’t manage your SEO: Review local listings, manage reviews, optimise for geo-targeted searches, and ensure compliance with Google Discover criteria.

Looking Ahead

The world of SEO and AI is moving fast, but staying proactive ensures your brand remains visible, trusted, and competitive. From AI-driven traffic shifts to emerging platforms like Reddit, these changes bring both challenges and opportunities.

• If we manage your SEO: Your strategies are actively monitored and optimised. Any adjustments needed to respond to these changes are already part of our strategy, and we’ll discuss results and next steps in your upcoming performance review.
• If we manage your SEO internally: This update provides guidance to help you maintain visibility and control your brand perception. However, the landscape is complex and constantly evolving, having an expert team handle SEO can save time, reduce risk, and help you stay ahead of competitors. If you’d like to explore how we could support your SEO strategy, your account manager is happy to discuss tailored options.

Staying ahead in this environment comes from combining timely insights with thoughtful action. Keep monitoring trends, be deliberate in your strategy, and don’t hesitate to reach out for guidance or support.