At Jaywing's Marketing Roadshow, we explored what this shift means for brands. We teamed up with Semrush to map out the new organic search landscape. Unfortunately, our partners at Semrush couldn't join us in Manchester in person because of visa delays. However, they've still shared some incredible, unpublished B2B data with us.
Here's how AI is changing the search game, and what you need to do to keep up.
"AI isn't replacing search. It's making it more conversational, more personal, and much more immediate."
Sam Cant, Digital Director at Jaywing
The three drivers of the search evolution
We're seeing three main technologies shaping how users search today: standalone LLMs like ChatGPT, AI Overviews at the top of Google results, and AI Mode, which is Google's conversational interface.
Google is also rolling out massive updates to make search even more conversational. We're seeing intelligent search boxes that help users autocomplete long, specific queries. We're also seeing search agents. These are background assistants that monitor the web 24/7. They'll ping you when prices drop or concert tickets go on sale.
Why Google isn't going anywhere just yet
It's a big shift, but Google isn't dead. It still holds over 90% of the market share. Nearly 96% of all web referrals still come from Google. This isn't a sudden swap. It's a steady evolution.
"We're reaching a point where people know what AI can do and what it can't. It's becoming the new normal."
Millie Jackson, SEO Manager at Jaywing
How consumer behaviour is shifting
AI has completely changed how people interact with search engines.
In the old days, users did all the hard work. They had to think about keywords, type them in, and scroll through pages of results to compare sources. Now, they use natural, conversational language. LLMs do the hard work for them. They summarise multiple sources and deliver a direct answer.
This has led to a rise in zero-click searches. Users get what they need without ever clicking through to a website. That sounds scary for marketers. But the traffic that does click through is far more qualified.
Why specific use cases are the new B2B currency
The B2B search journey is different. The stakes are higher. Decisions take longer and mistakes cost more.
If you want to win in a B2B environment, generic claims won't work anymore. LLMs look for specific use cases that match exact customer personas. You need to have these detailed examples on your website.
B2B buyers are also mixed adopters. The researcher might use AI to find options, but the final decision-maker will still use Google to cross-reference and verify. If an LLM tells a buyer about your product, they will visit your site to fact-check. You must make sure your technical foundations, trust signals, and awards are fully visible.
Four technical steps for the AI era
To make sure LLMs can find and trust your content, you need to clean up your website's technical foundations. We call this Generative Engine Optimisation (GEO). Here's where to start:
• Remove technical friction. LLMs are impatient. If your site speed is slow, they'll move on to another source.
• Use clear URL structures. Don't use random numbers or product SKUs. Use logical, semantic URLs so LLMs can understand the page before reading it.
• Put content in raw HTML. LLMs don't always render JavaScript. If your content relies on JavaScript, they might miss it.
• Use schema markup. This helps both Google and LLMs understand your data structure without any ambiguity.
Why your customer reviews matter to ChatGPT
Your content strategy needs a refresh too. Page titles, headers, and meta descriptions are still essential. But you have to look beyond your own website.
LLMs don't just scrape your blog. They look at customer reviews, forum discussions, and social sentiment. If you have great website content but terrible customer reviews on Reddit or Trustpilot, the LLM will surface that bad experience.
Consistency is also key. Your contact details and brand information must be identical across every directory on the web.
How do you measure GEO success?
Measuring success in this new landscape doesn't have to be complicated. Focus on three main metrics:
- Brand citations. Use Semrush to track how often your brand is cited in LLM responses.
- AI referral traffic. Track how many visitors land on your site directly from AI platforms like ChatGPT in Google Analytics.
- Conversions. Measure how many of those AI referrals actually turn into valuable leads or customers.
The fundamentals still win
AI isn't the death of SEO. It's just an expansion.
The volume for specific topics might be smaller, but the intent is much higher. If someone is having a long, detailed conversation with an AI, they are much closer to making a purchase.
The brands that win in this new era will be the ones that stick to the fundamentals. Match user intent. Keep your entities clear. Build trust and authority. If your website is genuinely useful for humans, it will be useful for LLMs too.