AI Search Isn’t Replacing Google, It’s Layering On Top – Similarweb Data
New Similarweb figures reveal how narrowly ChatGPT distributes its outbound clicks, and what that concentration means for publishers chasing AI referral traffic.
Greg Jarboe
President and co-founder
Company
SEO-PR
Follow Me
Expertise
Favorite Tools
About
Before Greg Jarboe retired, he was the president of SEO-PR, which he co-founded with Jamie O’Donnell, from 2003 to 2025. Their digital marketing agency won awards for generating results for a variety of clients, including: The Christian Science Monitor, Get City Dealz, Harlequin Romance, MarketingSherpa, Parents magazine, the SES Conference & Expo series, Southwest Airlines, and Rutgers University. He’s the author of YouTube and Video Marketing, co-author of Digital Marketing Fundamentals, and one of the 25 successful online marketing gurus profiled in Michael Miller’s Online Marketing Heroes. Since 2003, Jarboe’s written more than 1,600 posts for several online publicantions, including Search Engine Journal, Search Engine Watch, and Tubular Insights. He’s spoken at over 80 industry conferences. In addition, he’s an instructor at Coursera, Rutgers Business School Executive Education, and the New Media Academy.
Articles
89% Of AI Search Demand Has No Clear Owner: Use This Before The Window Closes
Kevin Indig’s data across 1,094 categories shows that only 15.2% have a clear ChatGPT owner, and citations barely predict which brand gets named.
AI Video After Sora: 3 Updates You Should Make Before You Publish
Before your next AI video goes live: Audit disclosure against YouTube’s actual policy, produce below the ceiling, and name the human decision-maker.
The AI Overviews YouTube Gap: The Platform Your Team Skipped For 20 Years
Stop measuring creator partnerships by view counts. The value shows up downstream, in traffic, AI citations, and conversions your dashboard isn’t tracking.
2027 Marketing Budgets: Why New Categories Beat Bigger AI Line Items
AI visibility, trust verification, distribution engineering, human oversight, measurement rebuild: the five budget lines that should replace your legacy channel buckets in 2027.
Avinash Kaushik Says Renegotiate Now – SEO Fees 25% To 75% Lower
A contract built around activity always rewards more activity. Here’s how to renegotiate your agency SOW around judgment and verified revenue instead.
Only 28% Of Americans Trust AI Search – And That Gap Is Your SEO Opening
Want to win the AI citation game? Build for the click-through moment, not just the citation. Here’s where to start.
Free AI Citations Won’t Last. I’ve Watched Google Fence Off A Wide Open Field Before
Most enterprise brands are invisible to AI models right now. That gap is closing fast, and the brands moving first will hold the ground.
62% Of AI Brand Recommendations Vanish After One Buyer Question – New Data
A dropped zero in Clovion’s AI visibility study hid numbers far more alarming than published. Here’s what the corrected data means for brand strategy.
Google Data Shows AI Search Users Moved Past Keywords, Your Content Hasn’t
Google’s AI Mode data puts hard numbers on a behavioral shift that has already made most 2025 keyword strategies obsolete.
Why 88% Of Companies Are Using AI Wrong: The System-Building Gap
A global study of 6,100 organizations reveals most AI adoption is still surface-level, and the gap is widening fast.
Selling AI As A Replacement Wins Attention & Kills Trust
Selling AI as a people replacement alienates buyers and contradicts employment data. Here is why the substitution narrative backfires.
Your Brand Message Is Costing You Half Your Views – What 2 Reports Can Tell Us
New data from IAB and Billion Dollar Boy explains the performance gap between creator content and brand-led ads, with specific fixes for both.
AI Search Optimization Isn’t The Hard Part – It’s Getting Buy-In
Two SMX Advanced talks on AI search reveal why technical roadmaps stall without internal coalitions to move them forward.
4 Warning Signs Your Marketing Team Is Next For AI Cuts
Over 1,300 companies already show all four signals of AI-driven headcount cuts. Here is how to protect your marketing budget before Q4 planning ends.
The Content Framework That Worked In 2019 Is Now Working Against You
Why the best content frameworks become outdated and how to stay ahead by embracing new data instead of defending old models.
Your Q4 Budget Is Built On 2024 Search Data – 3 New Reports That Should Reshape It
Three overlooked data points reveal why Q4 campaigns built on 2024 assumptions may miss the mark entirely.
What AI Overview Click Data Reveals About Consumer Search Behavior: 5 Strategic Insights For CMOs
New research shows daily AI Overview users click sources 3.5x more than occasional users, revealing optimization opportunities.
Why Anthropic’s Industry Warning Creates New SEO Opportunities For Brands
Anthropic proposes coordinated AI development pause, warning of rapid capability growth that could reshape search, content quality signals, and marketing practices.
What SEOs Should Read Before Labor Day, 5 Books For A Transformative Summer
This summer’s SEO reading list isn’t about stepping back. It’s about keeping up with a restructuring of search that’s already underway.
AI Literacy Is Not Prompt Literacy. Ann Handley Says It’s Judgment Literacy
Marketing expert Ann Handley reframes AI literacy as judgment literacy, emphasizing when to avoid AI rather than perfect prompts.
Why Great Content No Longer Works: MIT Research Shows The Shift Reshaping SEO Strategy
“Influence is the new traffic.” Rand Fishkin’s argument and MIT’s AI Labor Exposure Map landed in the same week and pointed at the same problem.
White-Collar Will Be Fully Automated In 18 Months – So What Makes You Different?
What makes your content, strategy, or analysis different from what a system could generate? It isn’t a skill set, but it’s something harder to define.
Google’s Standards Haven’t Changed But AI Is Making That Harder To Ignore
Sam Sifton’s commitment to human-driven journalism reflects Google’s unchanged stance: quality content requires accountability, not just automation.
Why Digital PR Fundamentals Beat AI Tactics: What Marketing Leaders Should Focus On
AEO, GEO, AI Mode, signal loss. Three recent SEJ articles read together reveal the same truth: the questions beneath the terminology never changed.
3 Unrelated Stories About AI & Writing Tell The Same Story
AI now generates roughly half of all web content. Google’s quality systems know. So do readers. Which side of that divide are you on?
Can A 300,000-Influencer Network Built On AI-Generated Content Work?
Unilever’s 300,000-creator network plus 71% of creators using AI tools equals a content machine at unprecedented scale. The real question: Will any of it work?
Anthropic’s Infrastructure Crisis – What It Means for Marketers & SEO Pros
Anthropic’s 80-fold growth crisis mirrors Google’s 1999 infrastructure crunch. The decisions made under pressure will reshape the tools marketers rely on.
Meta Doesn’t Know What Business It’s In & The Traffic Data Shows It
The traffic data doesn’t lie: Google at 111 billion monthly visits, Facebook at 10 billion. Here’s what Marketing Myopia says about that gap.
Why Your AI Ad Strategy Is Only As Good As Your Data
AI magnifies what you give it. Weak inputs produce accelerated inefficiency. Here’s what feeding the machine better signals actually looks like in 2026.