How to retain website traffic in a generative AI world
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.
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Author's Biography
Laura Patterson has been a career-long proponent of the combination of customer-centricity and data-driven insights as the cornerstone of competitive advantage and profitable growth. Today she is at the helm of VisionEdge Marketing, founded in 1999, where she has helped over 250 B2B organisations worldwide integrate analytics, metrics and processes into their growth strategy to achieve their organisation's results. Recognised as a thought leader and passionate about sharing her expertise, Laura has garnered seven industry awards, authored four books, written over 35 White Papers, and fielded and published performance management studies since 2001. She is also a sought-after speaker on the topics of performance management, customer-centricity and growth strategy.
Jacqueline Sinex exploration into Internet technology began in 1996, combining her appreciation of art, design and logistics with computer-based communications. Her experience includes front-end web development, e-commerce, graphic design and website project management for a variety of organisations. Her exposure to the landscape in the early years of mainstream Internet use allowed her to enjoy the evolution of many milestones, including the birth of search engines, CMS platforms and new web browsers. At WEBii, she manages a team of diverse digital professionals to create custom websites and online applications.
Citation
Patterson, Laura and Sinex, Jacqueline (2024, December 1). How to retain website traffic in a generative AI world. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 10, Issue 3. https://doi.org/10.69554/DYQZ2768.
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