As we move through 2024, a notable trend has emerged in the digital marketing landscape: a significant decline in organic traffic for numerous websites. This downturn can be primarily attributed to the increasing prevalence of AI-generated search results. Users are experiencing a new search ecosystem where traditional click-throughs are diminishing. Search engines are now featuring AI-generated content in their results, making direct engagement with websites less common. This shift has monumental implications for businesses reliant on organic search traffic to engage with potential customers.
In response to this evolving landscape, the concept of Generative Engine Optimization (GEO) has emerged, which reflects an adaptation of traditional Search Engine Optimization (SEO). GEO offers a fresh perspective on maximizing visibility in an environment dominated by artificial intelligence. Some industry experts, like Thomas Peham, CEO of Otterly.AI, believe that calling it “AI search visibility optimization” captures the essence of this challenge more accurately. Companies must now rethink their strategies and engagement metrics in order to adapt to the complexities introduced by AI search results.
The introduction of AI Overviews by Google in May marked a turning point for many businesses. This AI-driven solution often leads to “zero-click” searches, where users receive answers directly in the search results without navigating to additional links. Such a shift can deeply impact companies that have historically depended on organic search results. For instance, one software-as-a-service (SaaS) company discovered that half of its critical SEO keywords were being overshadowed by Google’s AI Overviews. This revelation underscores the urgent need for businesses to understand their search presence in the era of AI.
Otterly, an innovative startup that recently emerged from stealth mode, is addressing these challenges head-on. Peham shared insights about the company’s evolution and realignment of product offerings directly in response to Google’s AI search updates. With the platform already surpassing 1,000 users and benefiting from a successful launch on Product Hunt, Otterly aims to provide businesses with tools to monitor and optimize their AI search visibility.
One of the standout features Peham mentioned is the capability for weekly tracking, enabling marketing teams to conduct rapid experimentation. The intent is to facilitate quick adaptations based on what strategies yield the best results in this AI-driven search environment. Unlike traditional SEO that emphasizes click-through rates, this new paradigm puts a premium on broader brand visibility and positioning.
The founders of Otterly bring a wealth of experience from their previous ventures, including leadership roles at the user feedback platform Usersnap. Their combined expertise allows them to split responsibilities effectively, focusing on delivering a solution that caters specifically to the needs of modern marketers navigating the complexities of AI search. Furthermore, with backing from GroWTF, an incubator supporting innovative tech startups, Otterly is poised for steady growth without seeking external funding.
Looking ahead, Otterly aspires to become a key player in the world of AI search, analogous to how Semrush and Ahrefs have established themselves in the SEO sector. As the landscape continues to shift, the company plans to explore partnerships to enhance their offerings, indicating a collaborative approach amid the competitive nature of digital marketing tools.
The onset of AI-generated search results demands a transformation in how companies strategize for visibility and engagement online. By embracing concepts like Generative Engine Optimization, businesses can not only adapt to these changes but also thrive in a landscape that is continuously evolving. The journey is far from simple, but with innovative tools and an eye on future partnerships, the path forward seems promising for those willing to recalibrate their strategies.