Search engines have been the dominant source of web traffic for many websites for a long time. However, this may change in the near future, as some experts predict that traffic from traditional search engines will fall by 25% by 2026.
This is because more and more users will rely on chatbots and virtual agents to find the information they need, instead of typing keywords into a search box.
The Predicted Decline in Traffic from Traditional Search Engines
According to a report by Gartner, a leading research and advisory company, traffic from traditional search engines will decrease by 25% by 2026, as users will shift to conversational platforms such as chatbots and virtual agents. These platforms will provide more personalized, contextual, and interactive experiences for users, and will be able to handle complex queries and tasks that search engines cannot. For example, a user may ask a chatbot to book a flight, order a pizza, or play a game, without leaving the platform or opening a new tab.
Gartner also predicts that by 2026, 70% of white-collar workers will interact with conversational platforms on a daily basis. This means that more and more users will use chatbots and virtual agents as their primary source of information and assistance, and will reduce their dependence on search engines. As a result, traffic from search engines will decline, and websites will have to find new ways to reach and engage their audiences.
Factors Contributing to the Decline
There are several factors that are contributing to the decline of traffic from traditional search engines, such as:
Rise of AI Technology
Artificial intelligence (AI) is the driving force behind the development and improvement of chatbots and virtual agents. AI enables these platforms to understand natural language, generate relevant and coherent responses, and learn from user feedback. AI also enables these platforms to access and integrate data from various sources, such as social media, e-commerce, and news, and provide users with comprehensive and accurate information. As AI technology advances, chatbots and virtual agents will become more capable, reliable, and user-friendly, and will outperform search engines in many aspects.
Changes in Consumer Behavior
Consumer behavior is also changing, as users are becoming more accustomed to using voice and text to interact with devices and platforms. According to a report by Juniper Research, voice-based ad revenue could reach $19 billion by 2022, as more users adopt voice assistants such as Alexa, Siri, and Google Assistant. Users are also increasingly using messaging apps such as WhatsApp, Facebook Messenger, and WeChat, which offer chatbot and virtual agent features. These platforms allow users to communicate, shop, play, and access information in a convenient and seamless way, without having to switch between different apps or websites.
Shift Towards Generative AI-powered Search
Another factor that is affecting the traffic from traditional search engines is the emergence of generative AI-powered search, which is a new form of search that uses AI to create and deliver content directly to users, instead of providing links to existing web pages. For example, Microsoft Copilot is an AI companion that can help users with various tasks and projects, such as writing, coding, learning, and creating, by generating relevant and coherent responses based on the user’s input. Copilot can produce content such as articles, summaries, reviews, and even graphics, based on the user’s prompt or query. This means that users can get the information they need, without having to visit any website or click on any link.
Similarly, Google Gemini, formerly known as Bard, is a generative AI chatbot that can help users with writing, planning, learning, and more, by collaborating with Google AI. Gemini can generate text on any topic, given a prompt or a query, and can also access and integrate data from various sources, such as Google Search, Google Maps, Google Photos, and Google Translate. Gemini can also create multimodal content, such as images, videos, and audio, based on the user’s input. Gemini offers users a personalized, contextual, and interactive experience, without having to switch between different apps or websites.
Possible Impact on Search Marketing
The decline of traffic from traditional search engines will have a significant impact on search marketing, which is the practice of optimizing websites and content to rank higher on search engine results pages (SERPs). Search marketing is a key strategy for many businesses and websites, as it helps them attract and convert potential customers. However, as traffic from search engines decreases, search marketing will face some challenges, such as:
Potential Loss of Market Share
As users shift to chatbots and virtual agents, they will spend less time on search engines and will be exposed to fewer ads and organic results. This will reduce the opportunities for websites to reach and influence their target audiences and will affect their market share and revenue. According to a report by eMarketer, Google’s share of the US search ad market will drop from 61.3% in 2019 to 55.9% in 2022, as more users adopt voice and visual search.
Need to Adapt to Changing Landscape
As the search landscape changes, search marketers will have to adapt to the new trends and technologies, and find new ways to optimize their websites and content for chatbots and virtual agents, as well as generative AI-powered search. This will require them to understand the preferences and behaviors of their users and to create content that is relevant, engaging, and conversational. Search marketers will also have to leverage new tools and platforms, such as chatbot builders, voice search optimization, and AI content generation, to enhance their search marketing efforts.
