Data: Key search, content and PR trends in AI

Earlier this year, SEMrush published Impact of AI Search on SEO Traffic, a study that sheds light on how AI is changing user behaviour and which sources are most often cited.

Key findings include:

• AI search could surpass traditional by 2028. SEMrush predicts that, in many sectors, visits generated from AI search (e.g. ChatGPT, Google’s AI Overviews, or “AI Mode”) may outpace traditional organic search by around 2028, especially if Google makes AI Mode the default interface.
• AI-driven visitors convert at much higher rates. On average, AI search visitors are 4.4x more valuable than traditional organic visitors in terms of conversion. By the time they reach a site, they’ve already compared options and are further down the decision path. Ahrefs research backs this up – although only 0.5% of its traffic comes from AI search, those visitors account for 12.1% of signups.
• Sources matter. AI systems heavily favour community Q&A platforms (like Reddit and Quora), trusted media, and government or institutional sites. About half of ChatGPT’s citations in the SEMrush study point directly to brand homepages or key conversion pages. This means that clear, structured primary web content is just as – if not more – important than long-form blogs buried deep in a site.

Research to reality: Client GEO audit in action

These findings aren’t just theoretical. In audits we’ve run for brands in sectors such as construction, home & garden, professional services, and manufacturing, we’ve seen the same patterns emerge.

• Your website matters. Pages that clearly outline what you do, who you serve, your team, case studies, and testimonials remain the foundation of visibility in both traditional and AI-driven search.
• Content structure is critical. AI systems favour well-formatted content (Q&As, bullet points, clear headings, summaries) because it’s easier for machines to process.
• Third-party domains count. Review platforms, trade media, national outlets, government websites, Wikipedia, and forums frequently appear as cited sources.
• LinkedIn love. LinkedIn is cited frequently. Brands that once overlooked their company page or executive profiles may want to revisit this, even if your main audiences aren’t hanging out on the platform (e.g. for consumer brands).
• Industry-specific sources emerge. Different sectors surface different authoritative sources, for example, trade publications, awards, ranking tables, or membership bodies can feature more prominently for some sectors.
• Messaging consistency is essential. Scattered or contradictory messaging makes it harder for AI summaries to capture your value proposition accurately.
• Watch for outdated or misleading sources. Older articles, spam review sites, or misleading content still creep into AI outputs. Hopefully this should be stamped out as the AI tools improve, but this reinforces the need to keep accurate, up-to-date content on your own channels and reputable third-party sites.

PR and content advice for businesses in the world of AI-search

At Unhooked, we’re investing in AI-driven tools and taken part in industry-leading AI programmes through Greater Manchester’s innovation ecosystem. We’ve seen how fast this landscape is shifting, and how PR strategy needs to adapt.

Here’s how businesses can prepare:

1. Start with an audit

• Benchmark your brand and industry visibility in AI search and traditional search.
• Note which competitors, content types, and third-party sources appear most often.
• Identify both opportunities and risks (e.g. outdated content, unflattering reviews).

2. Strengthen your own channels

• Build clear, structured pages using internal links, summary sections, and bullet points.
• Articulate your value proposition in plain language.
• Add FAQs or Q&A pages targeting common audience questions.
• Create pillar pages or topic hubs to signal authority.
• Keep messaging consistent across pages.
• Showcase case studies, testimonials, awards, and proof points.
• Invest in LinkedIn, both company and executive profiles are visible to AI.

3. Be strategic with PR and media

• Focus on timely, data-rich and/or authoritative story angles.
• Ensure press releases are well-structured, accessible, and contain clear claims.
• Secure coverage in national, trade, and specialist media outlets.
• Avoid churning out irrelevant or AI-generated ‘filler content’. Poor-quality material risks damaging reputation and media relationships – especially in a world where the media is under-resourced.
• Use professional photography (avoid AI-generated imagery) for credibility and to improve your chance of securing quality media coverage.

4. Leverage awards and recognition

• Enter credible industry awards and “best of” rankings and league tables.
• Publish structured award-win pages that explain the criteria and outcomes.
• Use award recognition as hooks for PR, social content, and executive bios.

5. Foster reviews and forum presence

• Encourage genuine customer reviews on trusted platforms.
• Participate in forums and Q&A sites, answering real questions transparently.
• Monitor mentions and citations to track brand reputation.
• Avoid fake profiles or fabricated reviews. AI may amplify them, but reputational damage lasts longer.

6. Continuous monitoring and measurement

• Regularly check how your brand appears in AI summaries for common queries.
• Track which sources and competitors are gaining visibility.
• Monitor both traditional SEO metrics and new GEO measures (AI mentions, citations, sentiment).
• Keep up to date with algorithm changes and industry research from players like SEMrush and Ahrefs.