As Google's search changes continue and consumers increasingly turn to alternative platforms, the SEO playbook defined by link building and keyword optimization is losing relevance.

• Nearly 6 in 10 (58%) US adults have visited a search result page with an AI-generated summary, per a March Pew Research Center survey.

“Early indications suggest that legacy SEO tactics —such as aggressive link building, keyword stuffing, or micro-optimization—will likely diminish in effectiveness,” said Ashwini Karandikar, EVP of media, technology and data at the 4As. “In their place, Google is prioritizing content that demonstrates topical authority, real-world expertise, and clear value to the end user.”

While platforms pivot to chase consumer behavior, marketers must win over large language models (LLMs) with conversational language, focus on the full marketing funnel, and diversify their search platform spend.

Befriending LLMs

Before Google's AI Overviews, consumers were already relying on results from more conversational platforms.

• Searches for the term “Reddit” at the end of Google search queries grew roughly 79% between January 2022 and January 2025, per Google Trends.

Google’s heavier reliance on AI will change marketers’ messaging and funnel approach. When brands write for both the consumer and the LLM, they must consider how consumer brand recognition is necessary for the consumer to trust and consider the LLM’s suggestion.

“The role of the brand is to build trust so that customers are more likely to give preference to those particular brands when presented by an LLM,” said Keelan Crampsey, senior director of biddable media at Transmission.

Focusing on upper-funnel formats, like demand generation, influences AI-curated answers and helps advertisers survive the shuffle, said Stasia Fulginiti, director of paid search and YouTube at Rain the Growth Agency.

“We’re reframing our search strategy to focus on brand defense, product education, and ‘moment of need’ queries where relevance is highest,” she said.

Diversifying search budgets

This month, TikTok rolled out advanced search offerings, giving advertisers more control over their search spend with keyword suggestions, negative keyword management, and AI-powered suggestions.

• 41% of Gen Z search first on social platforms first, ahead of traditional search engines (32%), chat-based AI tools (11%), and friends/family (9%), according to a May Sprout Social survey.
• 80% of businesses believe Pinterest outperforms other search platforms in driving engagement, per a March Adobe study.

While paid social search is a promising opportunity for brands, advertisers should acknowledge that the space is still in its early stages, said our analyst Minda Smiley.

“It’s an area that’s of growing interest to advertisers, but still lacks the sophistication they’ve become accustomed to on search engines,” she said, adding that these platforms require a different strategy than traditional search. “Advertisers won’t be able to take a copy-and-paste approach, which will make it harder to swiftly reallocate budgets.”

The Google updates indicate the flexibility advertisers must consider in their search strategy, said Michael Jaconi, co-Founder and CEO of Button.

“Don’t build your business on borrowed real estate,” he said. “Brands and publishers need to invest in owned channels, direct relationships, and technology that gives them control.”

Embracing the state of search

Google’s AI mode, an expanded version of its AI Overviews, will challenge advertisers to stay visible, but offers heightened opportunities, said Sunava Dutta, chief product officer at Pacvue.

“Google’s rollout of AI Mode—currently in limited release—will almost certainly include sponsored links as it scales,” said Dutta. “This creates a potential new monetization surface with higher CPCs and ROI, since placements in AI-generated answers could be more contextually relevant than traditional paid search.”

Ad inventory on Google will likely decline, but placements will become more effective, said Karandikar.

“We expect the remaining inventory to improve in quality, offering higher intent engagement and greater share of voice for advertisers who maintain visibility,” she said.

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