Search visibility needs new rules

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💡 How to Rethink Search Visibility in the Age of AI

AI Overviews are changing the rules of search. Pew Research shows that when an AI summary appears, users click a traditional result only 8 percent of the time, compared to 15 percent when there is no AI summary. Google disputes this, but the trend is clear: clicks are harder to win, and organic listings alone are no longer reliable.

1️⃣ Embrace Omnipresence: Search visibility today means showing up across as many SERP features as possible: paid ads, the Map Pack, organic listings, featured snippets, and AI Overviews. The more places your brand appears, the stronger your authority becomes.

2️⃣ Use the Five-Pillar Framework: Bruce’s model highlights the core elements of search coverage:

• Content: The connective tissue that powers all visibility.
• Organic Search: The foundation for discoverability.
• Paid Search: Fills gaps and captures immediate intent.
• Local Search: Secures dominance in your geographic markets.
• User Experience: Converts visitors into customers.

3️⃣ Think Beyond Clicks: Traditional click-based metrics are no longer enough. Instead, track SERP coverage, visibility weight scores, and mentions in AI Overviews to understand your true influence.

The Takeaway

Search is no longer about fighting for a single blue link. By adopting an omnipresence strategy, diversifying traffic sources, and focusing on your entire SERP footprint, you can build resilience and authority in a landscape where AI reshapes visibility every day.

💡 What Millennials Are Really Shopping For

Millennials’ shopping habits combine personal style with everyday needs, creating a mix of self-expression and practicality. New data from our latest Data Story highlights what they are buying most and how they prefer to buy it.

1️⃣ Fashion Leads the Way: Clothing is the top category at 44 percent, with shoes close behind at 35 percent. Personal style continues to be a priority spending area for this generation.

2️⃣ Essentials Drive Online Activity: Food and beverages (29 percent) and cosmetics and body care (26 percent) show strong online purchasing patterns. These categories reflect how daily needs are increasingly met through digital channels.

3️⃣ Pets and Tech Are Steady: Pet products account for 22 percent of purchases, while consumer electronics make up 19 percent. These categories remain important, especially for recurring or hobby-driven spending.

4️⃣ Larger Purchases Are Less Frequent: Furniture (14 percent) and appliances (12 percent) are purchased online less often, with many millennials preferring in-store experiences for these bigger-ticket items.

Actionable Tip

Fashion and beauty brands should invest heavily in creating seamless online experiences. For CPG and food, subscription models could capture recurring demand, especially in cosmetics and pet care.

The Takeaway

Millennials are shaping digital commerce by combining expressive purchases with practical ones. To connect with them, brands must prioritize digital convenience for fashion and essentials, while recognizing that in-store experiences still matter for major purchases.

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