How to retain website traffic in a generative AI world

Laura Patterson and Jacqueline Sinex
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Laura Patterson: President, VisionEdge Marketing, USA
Jacqueline Sinex: Managing Director, WEBii (WebXess, Inc.), USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2024, vol. 10, issue 3, 289-297

Abstract: Gartner predicts that generative AI is becoming a substitute for search engines leading to a 25 per cent drop in search engine volume. We live in a digital world, and as such, most organisations rely on search to drive website traffic and ultimately sales. How is search changing? What are the implications and benefits of generative AI in understanding user intent? What can organisations start doing now to retain and increase website traffic in a generative AI world? This paper addresses these questions.

Keywords: website traffic; web traffic; search; SEO; search engines; generative AI; AI; customer behaviour; user intent (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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