You know that when super-optimised brands/websites like Hubspot see an 80% drop in traffic, you know that the foundations of your strategy are shifting under your feet. Little surprise, then, that brands, agencies and consultants are all asking questions about “what is next” when it comes to traffic, demand and lead generation and all things digital.
No matter whether you are client or agency side, for those of us working in strategy, marketing or the black arts of revops, we need answers and we need them now. Unfortunately, the state of play is actually a state of flux. And I expect this will be the case for some time.
For now, the best we can do is maintain a watching brief, and run a rigorous program of testing and learning. Yes – it’s a time to double down on continuous learning. To get you started, here’s a nice infographic explainer by Jake Ward on the various SEO tools designed to track your brand’s visibility across the various large language models (LLMs).
As you can see, we are far from a consolidated or consistent view or or approach – but it will help you get started in this new wild west of the web.
