SEO Is Shifting: Why Your Owned Channels Matter More Than Ever

It’s official: SEO as you know it is changing. With Google’s AI Overviews beginning to dominate search results, marketers and business leaders are feeling the impact. As we move to a world where ranking #1 no longer guarantees clicks, building your own audience has never been more critical.

Recent research from Ahrefs analysing over 300,000 keywords has confirmed what many marketers have already begun to notice: when Google’s new AI Overviews appear in search results, the top organic listing sees a 34.5% drop in clicks. That’s a direct hit to traffic that many businesses rely on for awareness, engagement and conversions. 

Google’s AI Overviews are designed to answer questions directly within the search results. And as they improve in accuracy and breadth, users are increasingly getting what they need without ever leaving the search page. This means fewer clicks to your site, even if you’re ranking well.

First, let’s be clear: SEO is not dead. High-quality content, technical optimisation, and smart keyword targeting still matter. These are things that will always be fundamental in any long-term strategy. But what’s changing is the value of a ranking.

Being the top organic result used to be the holy grail (how many emails have you had from people promising you #1 on Google search results?). The reality is that now that same position might be buried beneath a block of AI-generated content that delivers the answer before the user even sees your link. That forces a rethink: it’s not enough to chase rankings, you need to be visible within AI summaries and build a brand that people recognise and trust.

Great question, two things:

1. Implement a GEO Strategy (Generative Engine Optimisation): optimise your content and site structure for visibility within generative AI results. This is the next frontier of SEO.
2. Put energy into your owned channels: it’s time to place focus back on channels that you own and control. Wondering what this looks like? Keep reading.

With the decline of dependable SEO traffic, brands must start investing more heavily in channels they control and own. This includes:

• Email newsletters
• Email marketing automation
• Customer communities
• Podcasts
• Events
• SMS marketing
• First-party data collection

The beauty of owned channels is that you are not subject to the changes in algorithms or platforms. Owned channels are a direct line to your audience, built on trust, engagement, and repeat value. And as third-party cookies disappear and AI changes the way people search, these channels will become your most resilient and cost-effective assets.

Email is often overlooked in favour of flashier platforms, but it’s consistently one of the highest-performing channels in terms of ROI. Your email list is your list. No AI summary can take it away, no algorithm can suppress it, and no platform can decide when and how you communicate with your subscribers.

A well-nurtured email list gives you the power to:

• Drive traffic and conversions on demand
• Build long-term customer relationships
• Share content that educates and adds value
• Establish brand authority and trust
• Collect insights through direct engagement

If you haven’t yet invested in a robust email marketing strategy, now is the time. Whether you’re B2B or B2C, in hospitality, tech, or e-commerce, the ability to speak directly to your audience is a competitive advantage that’s growing in importance every day.

AI might answer a question, but it doesn’t build relationships or loyalty. People still buy from brands they know, like, and trust. That means your marketing should focus not just on ranking for terms, but on building a brand that people remember, even if they never click.

You want users to search for your brand name directly, subscribe to your newsletter, and follow you on social platforms. That’s when you win—when the journey begins with you, not just a keyword.

Invest time and budget into building a community around your brand. Whether through podcasts, events or social media make sure you are offering your audience value and incentivising them to be part of the community. This is the most authentic way to reach your audience and if you do this well enough, they’ll come knocking on your door.

Google’s AI Overviews are changing the game. The rules of SEO are evolving fast, and it’s time for businesses to adapt. That means:

• Setting a GEO strategy that makes you visible in AI searches 
• Doubling down on owned channels you control
• Building a recognisable, trustworthy brand

The brands that thrive in this new era won’t just be good at SEO. They’ll be great at audience-building, storytelling, and owning their customer relationships from the first touchpoint to long after the sale.

The future of digital marketing belongs to the brands that own their platforms and their relationships.