Winning visibility amid Google’s AI search disruption

Google is changing how information is shared on the web, which significantly impacts how publishers connect with their audiences. A recent article in The Verge discusses how updates to search algorithms and the rise of artificial intelligence (AI)-generated summaries are leading to a decline in the number of clicks directed to independent sites.

For instance, HouseFresh, a niche website that reviews air purifiers, experienced a drastic drop in search traffic after Google implemented new algorithm changes,  according to The Verge. The site’s editor noted that smaller publishers with original and credible content are struggling, while larger organizations with the resources to adapt are maintaining their visibility.

This trend is evident as Google now provides answers to many queries directly on its own pages, using snippets, product comparisons, and AI-generated summaries. As a result, many users find the information they need without ever leaving the search results.

Efforts to reduce low-quality SEO content often disproportionately affect independent publishers, whereas larger outlets are better equipped to recover. Additionally, Google’s dominance in advertising and analytics enhances its control over which content reaches readers. 

For media brands, the takeaway is that relying heavily on search traffic is no longer a sustainable growth strategy. Establishing stronger, direct relationships with audiences has become essential. Newsletters, podcasts, mobile apps, and community spaces can help foster connections that are insulated from sudden algorithm changes.

Retaining loyal readers and viewers provides long-term value. Content that is difficult to condense, including investigative reporting, exclusive research, videos, or interactive features, is more likely to stand out.

Although search will still play a role, publishers who primarily depend on it face increasing risks. The path forward involves owning the relationship with the audience, delivering unique value that platforms cannot replicate and creating compelling reasons for people to return by choice rather than through referrals.

For corporate public relations teams, this shift calls for a reevaluation of priorities. They should look beyond domain authority and focus on partnerships with media brands that have strong, engaged subscriber or community bases capable of sustaining attention over time. Relationships with audiences are becoming the new currency of influence, especially as publishers and platforms lose organic reach from search.

At the same time, AI tools are reshaping how information is surfaced and consumed, often diminishing the value of generic content. To stand out, corporate storytelling should emphasize unique assets, including data-driven insights, compelling visuals, human-centered narratives, and behind-the-scenes perspectives that artificial intelligence cannot easily replicate or compress.

Ready to rethink your PR strategy for the AI era? Contact Inside Media to strengthen your brand visibility, build audience trust and stay ahead of AI SEO.