Wrote a brief strategy for SEO/SGE to help guide our response to the AI disruption of organic search traffic.

Google using AI to answer people’s search queries rather than finding the websites that might have the answer creates an interesting conundrum for Google. It almost certainly creates a better, faster user experience, but at the same time, it annoys the owners of the websites, without which AI can’t provide the answers.

I think the only viable response for organisations is to see SGE as another (inevitable) channel and figure out how to get their information to people via that channel, rather than seeing it as a blocker to bringing traffic to their website. And Google should include SGE in Google Analytics reports.