Konstantin Makarov, founder and CEO of IT company SendPulse, said that Google’s search results have changed significantly and users are receiving more answers from AI, while sites are receiving significantly less traffic.
Konstantin Makarov, founder and CEO of IT company SendPulse, said that Google’s search results have changed significantly and users are receiving more answers from AI, while sites are receiving significantly less traffic.
«At SendPulse, we felt it very clearly: less traffic from Google = fewer new leads. So it’s time to transform», Makarov wrote on his social networks.
According to him, now we need to work not only on SEO (Search Engine Optimization), but also on getting traffic from LLM (GEO: Generative Engine Optimization).
«There are no reliable methods for influencing LLM responses yet, but there is an understanding of what is important: frequent mentions of the brand on websites, presence in various reviews, content on YouTube, activity on Reddit, Quora, etc.,» noted the head of SendPulse.
He advised diversifying traffic sources and investing in advertising and developing affiliate programs. Konstantin Makarov believes that now it is necessary to work more with sales processes, onboarding, and customer retention to compensate for the drop in the number of new leads.
«On the other hand, we see good customer growth from ChatGPT, Perplexity, Gemini, but this is not yet enough to cover losses from Google organics», added the head of SendPulse.
The Economist previously reported that as AI-powered search engines remove the need for people to search the internet for answer sites, they are cutting off traffic to those sites, and therefore reducing their profits. The danger is that by taking away readers, search engines are taking away the incentive for authors to create content.
Recently, Penske Media Corporation (PMC), which owns several major news outlets, filed a lawsuit against Google, accusing the company of using journalistic materials without their consent. PMC claims that AI reviews in search are taking away traffic from the media and jeopardizing advertising and subscription revenues.
