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How to retain website traffic in a generative AI world

Author

Listed:
  • Patterson, Laura

    (President, VisionEdge Marketing, USA)

  • Sinex, Jacqueline

    (Managing Director, WEBii (WebXess, Inc.), USA)

Abstract

Gartner predicts that generative AI is becoming a substitute for search engines leading to a 25 per cent drop in search engine volume. We live in a digital world, and as such, most organisations rely on search to drive website traffic and ultimately sales. How is search changing? What are the implications and benefits of generative AI in understanding user intent? What can organisations start doing now to retain and increase website traffic in a generative AI world? This paper addresses these questions.

Suggested Citation

  • Patterson, Laura & Sinex, Jacqueline, 2024. "How to retain website traffic in a generative AI world," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 10(3), pages 289-297, December.
    • Handle: RePEc:aza:ama000:y:2024:v:10:i:3:p:289-297
    as

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    More about this item

    Keywords

    website traffic; web traffic; search; SEO; search engines; generative AI; AI; customer behaviour; user intent;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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