AI question-answering tools like Perplexity, ChatGPT, and Claude are pulling traffic away from Google Search. The speaker estimates Google's share of queries has dropped sharply from roughly 99% as users get faster, more direct answers elsewhere, forcing a reckoning with SEO strategy.
Well, I think we're in a real, I mean, I think we're in a pretty interesting time period of flux in SEO. And I wouldn't argue that we've figured it out or that I know what's going to happen, but clearly something big is happening with all the AI tools that are effectively functioning as a replacement for Google Search. It used to be like, I think, you know, I'll throw out a number, 99% of the time when someone had a question, they would ask it through Google. Right? My guess is that's true. I mean, it's still probably a pretty high percentage, but it's probably eroded pretty dramatically in the last year. And I can only imagine that momentum gaining or that, that trend gaining steam. So with tools like Perplexity, obviously, and ChatGPT and Claude, and there's all these other tools that are arguably better than Google for answering direct questions that you need the answers to.
