Search is evolving quickly.
More people are now using AI tools like ChatGPT alongside Google’s Gemini, and search engines themselves are becoming more AI-driven.
At In Front, we’re already seeing how this is changing the way people find businesses online.
We wanted to share a simple update on what’s happening in search right now, what we’re seeing in practice, and what it means for your visibility moving forward.
WHAT’S CHANGING
- Google is showing AI-generated answers at the top of some results
- Users are getting what they need without always clicking through to websites
- AI tools like ChatGPT are increasingly being used to research and compare
- Search is becoming more about answers than lists of links
THE DATA
- Around 60% drop in clicks when AI overviews appear
- Click-through rates can drop from 15% to 8% when AI answers are shown
- AI-driven search usage has grown rapidly alongside traditional search
In simple terms, people are still searching, but how they search is changing.
WHAT THIS MEANS
SEO isn’t going away, but it is evolving.
From what we’re seeing, the websites that perform best now are:
- Answering real questions clearly
- Using structured content like FAQs
- Providing useful, detailed information (not just sales messaging)
- Keeping content up to date
Content Strategy and rich snippets are becoming a bigger part of how search engines and AI tools decide what to show.
WHAT WE’RE DOING AT IN FRONT
At In Front, this is something we’re actively investing in. We are:
- Adapting content strategies for AI-driven search
- Structuring content so it’s easier to be picked up in AI
- Monitoring how these changes impact traffic and visibility
- Testing new approaches to keep our clients ahead
Our focus is simple: making sure your business stays visible as search evolves
HOW TO THRIVE
There is a real opportunity here. Businesses that adapt early can:
- Appear directly in AI-generated answers
- Gain visibility where competitors are not yet present
- Build stronger long term search performance
Search isn’t disappearing, it’s changing.
At In Front, we’re continuing to evolve our approach to make sure you stay visible and competitive as this shift happens.
However, there is more that can be done in this space if you want to take a more proactive approach. If you’d like to talk through what this means for your business, we’re always happy to chat!