Traditional search engine volume which includes the searches done on browsers like Google Chrome and Microsoft Bing. According to a report by Gartner, the search engine volume is likely to reduce by 25% as the search marketing is expected to lose its market share to AI chatbots and other virtual agents by 2026.
In the report, Vice President Analyst at Gartner, Alan Antin said: “Organic and paid search are vital channels for tech marketers seeking to reach awareness and demand generation goals. Generative AI (GenAI) solutions are becoming substitute answer engines, replacing user queries that previously may have been executed in traditional search engines. This will force companies to rethink their marketing channels strategy as GenAI becomes more embedded across all aspects of the enterprise.”
How this change may affect the search engine market
The report claims that GenAI has the potential to drive down the cost of producing content. Yet, the new technology may impact activities like keyword strategy and website domain authority scoring.
However, to reduce the importance of AI-generated content, search engine algorithms will further value the quality of content. The report notes that the utility and quality of content “still reigns supreme for success in organic search results.”
In the report, Vice President Analyst at Gartner, Alan Antin said: “Organic and paid search are vital channels for tech marketers seeking to reach awareness and demand generation goals. Generative AI (GenAI) solutions are becoming substitute answer engines, replacing user queries that previously may have been executed in traditional search engines. This will force companies to rethink their marketing channels strategy as GenAI becomes more embedded across all aspects of the enterprise.”
How this change may affect the search engine market
The report claims that GenAI has the potential to drive down the cost of producing content. Yet, the new technology may impact activities like keyword strategy and website domain authority scoring.
However, to reduce the importance of AI-generated content, search engine algorithms will further value the quality of content. The report notes that the utility and quality of content “still reigns supreme for success in organic search results.”
As per the report, companies have to put in greater emphasis on watermarking and other means to authenticate high-value content. Government regulations across the globe have already started holding companies accountable as they begin to require the identification of marketing content assets that AI creates. This authentication system is also expected to play a role in how search engines will display such digital content.
“Companies will need to focus on producing unique content that is useful to customers and prospective customers. Content should continue to demonstrate search quality-rater elements such as expertise, experience, authoritativeness and trustworthiness,” Antin added.