UK Businesses Adapting to the ‘Seismic Shift’ of AI Search

The Challenge of AI-Driven Search

The rise of AI-powered search has presented a significant challenge for businesses reliant on traditional website traffic. Firms like HubSpot have experienced substantial declines in visits, with one contributing factor being search engines' algorithmic adjustments to combat 'AI slop'. Crucially, users are increasingly turning to AI tools, and search engines are providing AI overviews directly within results, negating the need for users to click through to external websites. This trend has led to a reported 60% to 70% lower click-through rate for searches featuring AI overviews.

The Emergence of Answer Engine Optimisation (AEO)

In response, companies are embracing Answer Engine Optimisation (AEO), also known as Generative Engine Optimisation (GEO). This discipline focuses on optimising content for AI tools and large language models (LLMs) to ensure it ranks prominently in AI-generated answers. AEO complements traditional Search Engine Optimisation (SEO) but requires a nuanced understanding of evolving search behaviour.

Kipp Bodnar, Chief Marketing Officer at HubSpot, notes a considerable shift in search query length, from typically four to six words in traditional searches to 40 to 60 words in AI engines, indicating a demand for greater specificity. To cater to this, HubSpot is restructuring its content into smaller, easily extractable chunks, moving away from lengthy product descriptions. This approach has already seen AI delivering between 7% and 12% of HubSpot's monthly website visitors, with a projected increase in indirect brand discovery influenced by LLM responses.

Strategic Content Creation for AI

Ann Lowe, Head of PR and Communications at Spice Kitchen, is implementing AEO by creating authoritative content clusters, such as a history of the spice trade, to attract AI bots and establish credibility. Similarly, Nathan Pearson of Lumos Digital advises businesses to focus on creating detailed buying guides with clear recommendations, as AI tools favour such structured information. Expertise, authority, and trust indicators—including robust inbound and outbound linking, content policies, and author biographies—are also vital for AI ranking.

MKM Building Supplies has also adopted a 'defensive strategy', creating blog content focused on problem-solving rather than just product features. Their new pages include summaries, bulleted lists, and FAQs, making content clear and concise for AI processing. Andy Pickup, Digital Director at MKM, observes that while overall site traffic might decrease, AI visitors are significantly more likely to make a purchase, indicating a higher intent from users whose questions have been comprehensively answered by LLMs.

The shift represents a seismic change in user preference, with some customers consciously choosing AI tools like ChatGPT over traditional search engines with built-in AI. Businesses that adapt their content strategies to meet the demands of AI-driven search will be better positioned to engage with future customers and drive conversions.