How AI is changing search.

Search behaviour is splitting. Short navigational queries are collapsing into answers. Long, complex, comparative questions are growing, and they arrive with far more context attached.

That has two consequences. Traffic volume for informational terms will keep falling. And the traffic that does arrive will be later-stage, better qualified, and less forgiving of a weak page.

Plan for presence rather than position. Be quotable, be structured, be consistent across the places models retrieve from, and make sure your entity — the business, its people, its proof — is legible.