If you are in the process of considering how generative AI will affect your business visibility, then today's blog post is for you. I'll be talking you through what you need to consider to put together a more focused digital content plan.
Hi, I'm Sara Millis, a Content Strategist and Copywriter. With over 17 years of digital marketing experience, I've been helping clients determine the next steps for their online marketing and business presence alongside the rise of generative search tools, such as Google's Gemini and ChatGPT. I want to take a moment to help you, too.
Come on in, grab a cup of tea, and let's get chatting. I'm going to fill your business notebook with the essential questions and actions that will help you take your next steps with greater confidence.
Contents
How Google's Recent Generative AI Announcements Will Impact Your Content Strategy
Since AI first became a topic of debate, I've been watching with interest and updating my approach to content for clients. AI has drastically changed since then, and the tomorrow some marketers sat on the fence for is, in many ways, already here.
I'm aware that we have been inundated with discussions about AI over the last few weeks, particularly since Google's May 2025 update. For the doom-sayers in marketing, it's been an opportunity to spread panic.
"SEO is Dead!"
"Website traffic is going to disappear!"
I'm here to say that simply isn't true. But the way we do things needs to change.
The reality is that there's a new opportunity, and we have to learn to adapt. Those with a finger on the pulse have known this for a while. I have been having these very conversations with clients so we can prepare for a stronger approach to what comes next.
So, what has actually changed?
In May 2025, Google held its annual Google I/O and GML presentations, showcasing its tech advancements and what these look like for users. And in a year, they have hit some significant milestones. The tech is easier to use and yields better, more in-depth outcomes, giving its 1.5 billion users across over 200 countries (mostly Gen Z) better ways to search for and find what they need quickly.
For the first time, we are starting to see how Google (the most significant driver of website traffic for many sites) is consolidating its previously standalone features to improve audience adoption and ultimately keep users in their search engine.
And therein lies the marketing problem. The use of the word 'in'. If users are staying in a Google Search Engine Results Page (SERP), AI Overview, or Gemini for longer—how, when, and will they ever reach our sites? And do we need to spend more with Google to achieve the same results?
Then, of course, there's ChatGPT, amongst others. They've evolved, too. They've become more contextually aware. Their dataset has grown, and they can simply do more. You may have seen them popping up in your website analytics as traffic referrals. And their impact? Well, much like Google, ChatGPT users are staying in search for longer. A ChatGPT search.
Ultimately, User Behaviour is Changing, and That's Why Google is Changing.
Whether I'm scrolling through social media, reading blogs, watching YouTube, or meeting people on the street, there is a fairly mixed reaction to generative AI. Some see the benefits, while others are concerned about the amount of personal data they'd be giving away by using it. Most of all, they are sick of the 'AI Slop' currently being produced. And I'm in agreement. There's some crap out there which is muddying the potential of what generative AI could do!
We are definitely in the early years, and there's a lot of trust to build around AI, as well as some crucial safeguards to put in place. However, the idea of what generative AI can do for buyers feels interesting. Being able to shop for specific things online by using AI to help me cover weeks of research in a few minutes could be really helpful, particularly for considered purchases. For example, solar panels. I have a tonne of questions about which battery system I should opt for and how many panels I need. Generative AI could help me cover the basics quickly before I jump into brands, costs and local installers.
Generative AI can also help me find services like, 'the best-rated local vegan cafe with outdoor seating' or 'a pet groomer who specialises in dogs with behavioural or nervous problems'. Essentially, it takes the pain out of having to do a lot of the initial detailed research myself when I have a complex problem to solve.
In these instances, my search questions and answers have gone from basic to comprehensive in a fraction of the time. For example, if my friends and I are celebrating a birthday, instead of asking a search engine, "restaurants in [Location]" and then hunting down menus for my celiac friends, I'm now asking "Restaurants in [Location] with a good selection of celiac-friendly options". I can also ask follow-up questions in a very conversational way, like "Oh and how close are they to the train station?" This approach is much quicker, easier and allows me to think in less fragmented steps. The results are based not just on web content but also on reviews and other aspects that Google knows its users find important when making a decision.
Generative AI also has the potential to help me combat content fatigue when making my decisions.
Every single one of us (including those who create content) is tired. Tired of mass-produced content vying for attention. We are overwhelmed and burnt out. Long ago, we opted not to look past the first page in SERPs, and now we are opting to delete social media apps from our phones for 'opt-out' holidays. We want less noise. Companies like Google are paying attention to that and changing the way they deliver search results to ease those pains and keep their users coming back.
Like I said... we are in the early stages.
We are still a long way from generative AI delivering fully reliable answers.
Here's a simple example of problems in action.
I also suspect that there will be many instances where, as users, we will need to continue fact-checking. But you get where I'm going with this. With or without scepticism, generative AI will have an effect on our audience's use of search to find what they need. And that shift is what you need to prepare for. It's the shift Google is preparing for.
Where the Worry About Visibility Kicks in for Businesses
If users stay in hyper-personalised and contextualised searches for longer or on closed platforms like ChatGPT, it means the existing traffic tactics we used to rely on need to change.
Why? Because much of our content will be regurgitated in AI-generated answers, specifically the 'how-tos' and 'what is' content (which we refer to as the top-level content in a traditional content funnel). As a result, we'll see a drop in organic traffic (a 'traffic crash', if you will) for the original top-level content that we created to draw users to our sites.
Some of you reading this are already seeing early signs. Hopefully, you've been investing in mid-level content to counter that. Over time, the top-level drop-off will become an industry-wide (and internet) leveller.
"But what about the citations? Generative AI cites its sources, and that's where we'll win traffic!"
Well, no, sites aren't always cited, and no, there won't necessarily be traffic wins.
Okay, so say Google is citing you in generative answers. Think about it for a moment; why would a user click through to your site if the generative answer satisfies their question? They won't. So, while you could argue that citation visibility builds trust, I would counter by asking where that leaves you if you don't have bridging content that supports that user's next question or step? (Do you even know what that question or step is?)
I believe investing in strengthening your conversion pages is your first priority, and then developing mid-level or bridging content to support buying considerations. Here's why I believe that.
If users are reading top-level answers provided by AI as its interpretation of 'common' facts, which Google suggests they are, then they should be closer to purchase-ready when they leave the search. That means our customer journey map needs to change. Because it has potentially and somewhat drastically shortened, leaving the 'what is' and 'how to' questions behind and starting at the bridge between those early questions and your conversion spots.
We now need to ask ourselves:
How are our clients currently searching for our products and services? What's changed? What search tools are they using?
Are we using Google's search tools to optimise our products and services for improved visibility there?
What is the buyer's momentary state of mind when they reach our site?
Do they need trust signals to be more visible and relatable at these points? Are we producing them?
What information can we assume they already have? Should we make that assumption?
What are they looking for to ease their decision-making?
What insights do we have that can help us make better marketing decisions in this area?
Do we need to invest in fresh customer surveys, focus groups and studies?
Should we invest in understanding generative AI and its impact on search?
How do we track this new customer journey? How has it changed?
How do we measure the performance of the content we produce?
Have we even created the right bridging content for the buyer journey?
How does all of this affect our current content and distribution map? Do we need to link it into an offline strategy (another blog post I need to write!)
Are we using the right attribution models for different types of content?
Online content strategy mistakes you'll want to avoid
Alongside asking ourselves those critical questions, we will want to avoid obvious traps.
You'll want to avoid:
Adding unnecessary pressure for all content to convert: We must remember that not all content is designed to convert; some are intended to build community, foster trust, raise awareness and offer a bridging step. These content types will be more important than ever for social search, blog posts, and welcoming email marketing.
Shortening content deadlines and increasing output can lead to a decline in the quality of your messaging, as it adds unnecessary pressure. Yes, you might feel like there's a mountain to climb, but I urge you to consciously make the decision to take your time to build well.
Attaching KPIs to the wrong metrics: Measuring traffic has always been a vanity metric. On its own, it doesn't provide a helpful understanding of where people are coming from, why they are visiting your site, or what they do next. It doesn't help you track conversions, so it shouldn't have a KPI attached to it. That doesn't mean you can't track it over time to help you spot patterns in behaviour or environmental factors.
Shifting focus from the owned-platform-first approach: Switching to mechanisms like social media, which has historically performed worse, is not a strategy for success. [BTW, social media is having its own identity crisis in early 2025. Some platforms are being disregarded by users mainly due to their political alignments, while others are facing what feels like massive shifts in algorithmic behaviour, impacting impressions, reach, and engagement. But that's a different blog post!] That's not to say you need to stick to owned-platform content only. You do need a mix. Instead, you need your initial focus to be centred on where you convert the sale (where there's less noise for the buyer).
Does this Leave Your Content Strategy in the Crapper?
Maybe. Maybe not. But now is a great time to pause.
Google is openly stating that 75% of searches are still broad, indicating that users are currently making more informed decisions through their own interpretation of generative AI results, AI overviews, SERPs, or off-search research.
That's a lot of ground to cover. So, are you covering it effectively with the right content and the right message? Or are you pumping out content in a spray-and-pray approach? Or based on out-of-date tactics?
Step back, re-examine the buyer's journey, and reconsider what we've discussed. Where can you make effective change that will sustain a growing presence in the generative AI age?
How to Approach Your Content Strategy for 2026
At this point, I've presented you with numerous questions to consider, and those questions will undoubtedly generate additional questions. The best way to determine your content path is to conduct some initial research. And that starts with a content audit.
Sounds invasive and worrying, right? But I promise you it's the one tool that will help you see your current position clearly. You can then back this up with a plan, something solid that accounts for everything we've discussed.
If you don't have someone on your team who has the experience or skills to do this, then I'm here to offer you my services. This is precisely what I do for my clients.
