Something which came out in Ofcom’s ‘Online Nation’ report was that an increasing number of people are opting to use Generative AI platforms, such as ChatGPT, over traditional search engines. With this shift in how information is being accessed online, what does it mean for the future of SEO?

Our Digital Services Executive, Alix, told us what he thinks:

What changes have you seen in SEO over the last couple of years?

“Over the past few years, SEO has undergone significant shifts as search engines adapt to changing user behaviour and technological advancements. Updates like Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) and the introduction of Core Web Vitals have pushed businesses to focus on delivering high-quality, user-friendly content. These changes encourage websites to prioritise speed, reliability, and relevance, ultimately improving the search experience for users. However, they’ve also made it harder for smaller or newer businesses to compete with large, well-established sites that dominate the rankings.

“Generative AI tools, like Google Bard and Bing AI, have also changed how people search online. These tools provide direct, conversational answers to questions, saving users time but also reducing the need to click through to websites. This has led to the first drop in Google’s search reach (from 85% in 2023 to 83% in 2024) and similar declines for Bing. Generative AI tools like ChatGPT (used by 33% of users) are becoming go-to solutions for quick answers, reshaping how content creators and advertisers approach SEO.”

Why do you think people are using Generative AI instead of traditional search engines?

“Generative AI tools are popular because they simplify the search process. Instead of clicking through links, users get detailed, conversational answers right away. Tools like ChatGPT are especially good at handling complex questions or helping with creative tasks like writing or brainstorming—things traditional search engines aren’t as well-equipped to handle.

“That said, relying on AI-generated answers has its downsides. These responses can sometimes be biased, incomplete, or even incorrect. Still, their influence is growing: a 2024 Adobe article showed that traffic to retail sites from generative AI increased tenfold, significantly impacting how people shop and interact with businesses online. While this trend benefits companies that use AI effectively, it bypasses traditional search engines, making it harder for advertisers to reach audiences through those channels.”

What do you think this means for the future of SEO?

“The future of SEO is leaning heavily toward AI-driven search experiences. Businesses will need to adapt by creating content optimised for conversational AI and focusing on user intent rather than just keywords. This shift encourages richer, more useful content that aligns better with what users are really looking for.

“However, as AI tools like ChatGPT and Google Bard continue to deliver direct answers, fewer people may visit websites for additional details. This could hurt businesses that rely heavily on organic search traffic. At the same time, personalisation through AI might lead users to see only content that matches their preferences, reducing exposure to diverse sources and perspectives.

“The Ofcom Online Nation Report shows that UK adults now spend 4 hours and 20 minutes online daily, with nearly half of that time spent on Google or Meta-owned platforms, like YouTube, Facebook, and Instagram. Businesses not only face less visibility in search results, but also tough competition on these platforms. To stay relevant, they’ll need to find new ways to connect with users while keeping up with these evolving trends.”

What can businesses do to stay competitive?

“To thrive in this changing landscape, businesses need to adjust their strategies. Creating high-quality, user-focused content that’s optimised for AI tools like ChatGPT and Google Bard is essential. Structuring content for featured snippets and conversational summaries can help capture attention in an AI-driven search environment.

“It’s also crucial to diversify content. Businesses should explore different platforms to reach audiences beyond traditional search.

“With organic search visibility declining, building trust and authority through valuable, credible content will be more important than ever.”