Search Is Evolving
If you’ve read headlines lately, you know: Artificial intelligence (AI) is coming for everything — including how we search online. In fact, ChatGPT’s share of search activity jumped an incredible 740% over the past year, and competitors such as Apple are also making big plays to challenge Google’s dominance.
In response, Google rapidly rolled out AI Overviews — AI-generated summaries that now appear in anywhere from 13% to 47% of search results. And its signature homepage now allows visitors to use AI Mode for search. So far, it’s paid off: Google still dominates global search.
In fact, Google Search is 373 times larger than ChatGPT search — and it’s not going down without a fight.
How This Affects Hearing Care Businesses
Over the next 12 to 24 months, we expect a continued shake-up in how search engines display content. Early data shows that AI-generated summaries are reducing traditional click-throughs by up to 56% for some large national brands.
How? When a user finds what they need in an AI summary, they don’t need to click through to a website. This phenomenon, called a “zero-click search,” results in less traffic flowing directly to websites. Still, it’s important to remember: Google remains the heavyweight, and local, bottom-of-the-funnel search queries like “hearing aids near me” are still performing well.
That’s why a mix of organic-search strategies paired with paid-search strategies will help businesses stay visible. The fundamentals still work — they’re just evolving.
How Audigy Is Staying Ahead
Optimizing for AI
We’re actively optimizing content to surface better in AI-driven search. That includes optimizing metadata, formatting with clear summaries, and including FAQs and listicles —content that AI tools can easily reference.
Monitoring shifts
We’re monitoring how AI shifts weekly, so we can optimize strategies as we’re seeing trends and technology adjust.
Leaning on the fundamentals
We’re doubling down on web, local, and paid-search strategies, which are still among our most effective marketing tactics and remain essential in a year where consumer sentiment is unpredictable.
How You Can Help
Don’t let the AI news cycle scare you.
Yes, the search game is changing — but keep investing in your online presence. Search is still the most common way people discover local hearing care providers outside of word-of-mouth referrals. And expect changes in traffic and costs as platforms evolve.
Ready for a marketing partner to help you navigate industry changes, make smart updates, and stay ahead of the competition?
Discover how Audigy can help.