The rise of AI search, with 83% of users favoring it by 2026, is fundamentally changing SEO. With 92% of users not clicking through AI summaries, brands must prioritize visibility within AI results, focusing on entity-first indexing, clear authority, and local trust.
Ninety-five percent of U.S. companies have adopted AI, necessitating a shift in SEO strategies to include AI visibility tracking. Spencer Bierman, Director of SEO at Rock Salt Marketing, highlights that AI visibility is an added layer, not a replacement for traditional SEO, focusing on topic relevance and content credibility to boost brand presence in AI-generated search results.
Generative AI is changing how consumers find brands, pushing SEO to evolve beyond rankings. A new IDC Market Note emphasizes the ‘Brand Visibility Mandate,’ focusing on how brands are cited and perceived in AI-generated answers. Strategies include building topical authority and strengthening external signals to maintain visibility in the evolving digital landscape.