The emergence of generative AI is reshaping online search behaviours, with many users adopting AI-assisted tools and platforms. This shift requires businesses and content creators to adapt their SEO strategies, supported by expert recommendations to maintain search visibility in a changing digital landscape.
The landscape of online search habits is undergoing significant transformation, largely driven by advances in generative artificial intelligence (AI). According to recent insights shared by Social Media Today, approximately 20% of internet users have changed their primary search platform within the past year. Moreover, 78% of web users have at least experimented with generative AI-assisted search tools, signalling a notable shift in how people find and interact with information online.
This shift is further accentuated by the rise of AI chatbots and AI-generated search summaries, which have become increasingly common across major search engines, including Google. These AI-driven features are now frequently integrated into search results, offering concise, summarised information to users, thereby influencing the discovery and decision-making process.
The evolving search environment poses new challenges and opportunities for businesses and content creators aiming to maintain visibility. As user behaviours adapt to these innovative technologies, so too must the strategies underpinning search engine optimisation (SEO).
SEO professionals are now considering how to refine their approaches to align with AI-driven discovery methods. To assist with this, SEMRush has compiled a checklist designed to help marketers and website owners optimise their pages to remain prominent and relevant in search outcomes. While the field remains in flux with ongoing developments, this guidance offers practical steps to support continued engagement and ensure websites effectively drive traffic amid changing user habits.
The recommendations underscore the necessity of staying agile within SEO practices, recognising that the inclusion of AI-based tools in search processes will play an increasingly central role in online content discovery going forward.
Source: Noah Wire Services
- https://www.statista.com/statistics/1454204/united-states-generative-ai-primary-usage-online-search/ – Supports claims about generative AI adoption for online search, specifically stating 15 million U.S. adults used it as a primary search tool in 2024.
- https://www.salesforce.com/news/stories/generative-ai-statistics/ – Corroborates widespread experimentation with generative AI tools, showing 45% of U.S. survey respondents use them, with frequent usage patterns.
- https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai – Validates accelerated adoption of generative AI tools, reporting usage jumped from 33% to 71% between 2023 and 2024.
- https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai-in-2023-generative-ais-breakout-year – Confirms generative AI’s transformative impact on user behaviors, aligning with claims about AI-driven search integration.
- https://www.statista.com/statistics/1367868/generative-ai-google-searches-worldwide/ – Demonstrates growing public interest in generative AI, with search trends surging globally, relevant to claims about behavioral shifts.
- https://www.semrush.com/ – Represents SEMRush’s authority in SEO guidance, though this is their homepage (specific checklist URL unavailable in results).
- https://news.google.com/rss/articles/CBMikwFBVV95cUxOUUd2NHp0X0pwSVVnR1BIMW1NdnFQeEY3ajdxV2F4N0VkWE1hMFpRMzZiay1CTkJBTWVVUEhVRFdDNGJUS0FtVVRta0QzbGVDT05FSFdMR0o2NlY2bkR0Yk0tYnhfWGFKV0oya0xreFhDT1JfTXdCTEpaTElWY0FqSTdKWTBCbFYxU1l4WC04ZUFvRFE?oc=5&hl=en-US&gl=US&ceid=US:en – Please view link – unable to able to access data
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative mentions recent insights and ongoing developments in AI-assisted search tools, indicating relatively current information. However, a specific date or month of these insights is not provided.
Quotes check
Score:
10
Notes:
There are no direct quotes in the text.
Source reliability
Score:
6
Notes:
The narrative originates from a news aggregation platform; while it references reputable insights from Social Media Today and SEMRush, the direct source is unclear.
Plausability check
Score:
9
Notes:
The claims about increased use of generative AI in search are plausible given recent trends in AI advancements. However, specific figures like the 20% shift in primary search platforms would benefit from additional verification.
Overall assessment
Verdict (FAIL, OPEN, PASS): OPEN
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The narrative appears to discuss current trends in online search habits influenced by generative AI, with plausible claims and no direct quotes. However, the freshness and source reliability scores could be improved with more specific dates and clearer attribution.
