‘Start of the AI avalanche’ – Could Google’s New Feature Hurt PR?
Google has introduced a new ‘AI mode’ in the UK, which changes how search results are displayed. One key change is that external links might no longer be as prominent in some search results. For PR and communications professionals, this raises important questions about how media coverage and backlinks will influence visibility going forward.
What Is Google’s ‘AI Mode’?
In this mode, Google uses AI to generate answers directly on the search results page. This can reduce the number of traditional blue links users click through to. Instead of sending users to external websites, Google’s AI provides summarized responses pulled from various sources.
While this can improve user experience for quick queries, it also means less traffic to original content creators and news sites. For PR teams, fewer clicks to coverage could impact the value of earned media and link-building strategies.
Potential Impact on PR and Communications
- Reduced Referral Traffic: If AI-generated answers replace external links, websites might see a drop in referral visits from Google search.
- Changing Media Value: Traditional media hits and backlinks have been key metrics for PR success. The new AI mode may require rethinking how success is measured.
- Greater Need for Direct Engagement: With less reliance on search-driven traffic, brands might need to strengthen direct channels like email, social media, and owned platforms.
This shift could force PR professionals to adapt strategies, focusing more on creating content that performs well within AI summaries or exploring new ways to generate visibility.
What Can PR Pros Do?
- Focus on High-Quality Content: AI tools tend to source from authoritative, well-structured content. Clear, factual, and engaging writing stands a better chance of being featured.
- Optimize for AI-Friendly Formats: Structured data, FAQs, and concise answers can help content be picked up by AI summaries.
- Explore AI Training: Learning how AI works and how to create content that fits AI-driven platforms could provide a competitive edge. Resources like Complete AI Training offer courses tailored to communications professionals adapting to AI changes.
Looking Ahead
Google’s AI mode could mark a significant shift in how information is consumed online. For PR teams, this means reconsidering the role of search in campaigns and finding new ways to maintain influence.
Staying informed about AI developments and adjusting content tactics will be critical to maintaining visibility and impact in this changing environment.
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