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 platforms like Reddit, these developments can impact your brand’s visibility, traffic, and reputation.

Here’s what this means depending on your service level:

• If we manage your SEO: 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 external websites compared with July. Users are increasingly finding complete answers inside the chatbot and don’t need to click through, while most citations still point to “answer-first” sources such as Wikipedia, Reddit, and TechRadar rather than branded sites.

Why it matters: AI-generated content now plays a major role in how people discover information. When users stay within the chatbot, traditional referral traffic drops, content that delivers concise, direct answers is more likely to be referenced, which directly affects your brand’s visibility and search traffic.

Action steps: Research the specific AI-driven questions and queries relevant to your brand, then build or expand Q&A and content sections on key pages to increase the likelihood of being cited by ChatGPT and similar platforms.

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: Google releases major updates several times a year, so ranking fluctuations are expected. A user-focused SEO strategy remains the most reliable long-term approach.

Action steps:Review your site’s rankings to see if you’ve been negatively affected. Check web impressions, traffic, and keyword performance, and make sure your content continues to meet high-quality, relevance, and user-experience standards.

Google’s AI Mode Expands

What’s happening: Google is testing and adding AI features to improve search engagement.This is designed to retain its user base as Google works to compete with chat-based, generative platforms.

Why it matters: These developments could slow the broader shift toward fully chat-based web browsing, meaning AI isn’t taking over just yet. Traditional search remains highly relevant, but AI-friendly content is becoming increasingly important.

Action steps: Don’t put all your SEO eggs in one basket. Research and track the queries that are triggering Google’s AI mode for your brand before making significant content changes.

Protect Your Brand in the Age of AI

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

Why it matters: It’s essential to be aware of how your brand is being presented, as misrepresentations can confuse customers or damage your reputation.

Action steps: Clearly communicate your products and services, and monitor AI-driven mentions closely. Speak to us if you want guidance or support in tracking your brand’s AI perception.

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: Take a wait-and-see approach and observe how Reddit’s search capabilities evolve before committing resources.

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: Continue prioritising high-quality, real images wherever possible. If that isn’t feasible, we can provide design guidance to maintain brand consistency and visual appeal.

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: Take a wait-and-see approach while observing how the feature evolves before making any changes.

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. Optimising for Bing ensures your brand reaches a broader audience.

Action steps: Approach your content strategy with a user-focused mindset while considering AI and search-engine requirements for Bing. Don’t put all your eggs in one basket, always prioritise your audience, but stay aware of how Bing’s AI and search algorithms may impact visibility.

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:Review local listings, manage reviews, optimise for geo-targeted searches, and ensure compliance with Google Discover criteria.

Local SEO

What’s happening: Google’s AI-driven results are reshaping how local businesses are discovered. Customer reviews are now central, influencing visibility, building trust, and, when leveraged effectively, driving conversions.

Why it matters: There is a clear correlation between local SEO practices and business performance. Strong local optimisation acts as a trust and visibility driver, helping your brand stand out in search results and attracting more customers.

Action steps: Review and optimise local listings, actively manage customer reviews, and ensure your content supports geo-targeted searches. If you’re not actively managing local SEO, get in touch to explore how improvements can drive measurable results.

Technical GEO 

What’s happening: AI-driven search is more reliant than ever on strong technical SEO. Google and other AI-powered engines favour websites with clear structure, fast performance, and properly marked-up content, which improves both traditional rankings and the likelihood of being cited in AI-generated answers.

Why it matters Strong technical SEO ensures your site is discoverable, trustworthy, and optimised for AI inclusion. Key factors include schema markup, site speed, content structure, and overall technical infrastructure. Sites lacking these essentials risk being overlooked by both users and AI engines.

Action steps: We can audit your site to identify technical improvements needed for AI readiness and provide guidance on implementing them effectively.

Google Discover Is Now Essential for Publishers

What’s happening: Google Discover has become the primary source of referral traffic for news publishers, surpassing both direct and social channels. While traditional search referrals remain steady, their growth is now driven by Discover, not classic search results

Why it matters: If your site isn’t displaying well in Google Discover, you’re missing out on significant visibility and traffic. As direct and social referrals decline, optimising for Discover is crucial to remain competitive and maintain audience engagement.

Action steps: If your site isn’t performing well in Google Discover, consider reaching out to us for an audit. We can provide a summary of the links and offer recommendations to enhance your visibility on the platform.

Shopify SEO & AI Readiness

What’s happening: Shopify is a popular e-commerce platform, but its default setup can present SEO challenges. Issues such as duplicate URLs, minimal schema markup, and performance bottlenecks can hinder organic visibility. With the rise of AI-powered search, it’s crucial to optimise your Shopify store for both traditional search engines and AI-driven platforms. 

Why it matters: Simply using Shopify’s out-of-the-box features isn’t enough. Without proper technical SEO, your site may struggle to rank effectively, especially as AI-driven search becomes more prevalent. Optimising your store from the start ensures better performance, visibility, and user experience.

Action steps: We can conduct a comprehensive audit of your Shopify or other e-commerce site to identify and address SEO challenges, ensuring your site is optimised for both traditional and AI-driven search platforms.

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 platforms like Reddit, these changes bring both challenges and opportunities.

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.If you would like to discuss anything in this blog, please email hello@fingo.co.uk.