AI Search Revolution: How Organic Traffic is Fragmenting Across Platforms

The digital marketing landscape is undergoing a seismic shift as AI-powered search platforms increasingly fragment organic traffic, according to Ciaran Connolly, founder of Belfast-based digital agency ProfileTree. By 2026, traditional SEO strategies may no longer suffice, as businesses must adapt to a new era dominated by AI Overviews, ChatGPT, Perplexity, and other advanced search tools. This transformation, while challenging, presents opportunities for forward-thinking companies to gain a competitive edge.

Connolly warns that businesses relying solely on Google rankings risk significant visibility loss as users shift to AI-powered alternatives. Google’s AI Overviews feature, which provides AI-generated summaries at the top of search results, has already reduced click-through rates by 25 to 60 percent for many queries. This means even top-ranking businesses are receiving fewer visitors than before, highlighting the urgency for adaptation.

The Shift to Generative Engine Optimisation

The rise of AI search has led to the emergence of Generative Engine Optimisation (GEO), a practice focused on optimising content for AI-powered systems. Unlike traditional SEO, which aims to convince Google’s algorithm of a page’s relevance, GEO ensures that AI systems understand a business well enough to recommend it in response to user queries. ProfileTree has been at the forefront of developing GEO strategies since early 2024, helping clients across Belfast, Dublin, and the UK navigate these changes.

"The agencies that will succeed are those that view AI as an opportunity rather than a threat," Connolly observed. "AI is changing how search works, but it’s also creating new opportunities for businesses that are prepared to adapt."

Key elements of an effective GEO strategy include creating comprehensive ‘Why Choose Us’ pages, ensuring consistent brand information across platforms, and structuring content in formats that AI systems prefer to cite. Connolly emphasises the importance of investing in AI understanding now, as businesses that act early will have a significant advantage over those that wait.

The Fragmentation of Search

The search landscape has fragmented dramatically, with AI platforms like ChatGPT, Perplexity, and Google’s AI Overviews becoming critical for visibility. Connolly notes that businesses must now appear in AI Overviews, be cited by ChatGPT, and show up in Perplexity results to remain competitive. This fragmentation means that traditional SEO tactics are no longer enough to ensure online success.

"The businesses that will thrive in 2026 and beyond are those investing in AI understanding now," Connolly said. "This isn’t about replacing human expertise with AI. It’s about understanding how AI is changing customer behaviour and adapting your business accordingly."

ProfileTree has been investing heavily in AI training programmes, offering courses on AI search optimisation, AI-assisted content creation, and strategic AI implementation for SMEs. These programmes are delivered both in-person at their Belfast headquarters and remotely to businesses across Ireland and the UK.

The agency’s research highlights that sectors including professional services, hospitality, retail, manufacturing, and technology are all being affected by the AI search shift. Local businesses that previously relied on Google Maps listings and local SEO are now finding that AI assistants are increasingly mediating these discovery moments.

Connolly also emphasises the importance of building genuine expertise signals, as AI systems favour businesses with demonstrated expertise, clear credentials, and strong reputations. Traditional reputation-building activities such as earning media coverage, collecting customer reviews, and participating in industry events have become more important than ever.

In conclusion, the shift to AI-powered search represents a major disruption for digital marketing, but it also presents opportunities for businesses that adapt quickly. By investing in GEO strategies, building expertise signals, and understanding the fragmented search landscape, companies can thrive in this new era.