AI & new search platforms shift priorities for Australian marketers
NP Digital has released findings from its 2025 Organic Search Engine Trends Report, showing the impact of AI and alternative search platforms on user behaviour and the adjustments marketers in Australia are making in response.
The report, drawing on surveys from 1,000 search users and 600 marketing professionals, highlights that 56% of marketers globally have seen an increase in website traffic since Google's AI Overviews were introduced. This data challenges the initial expectation that AI-led search functionality would reduce the overall visibility and traffic for brands online.
NP Digital's analysis suggests that rather than diminishing opportunities, AI-powered search and alternative platforms are changing the approach marketers must take. The report finds that 78% of marketers now see brand mentions as a particularly important factor for strong SEO performance, marking a shift away from traditional, keyword-focused methodologies toward building authority and holistic visibility online.
Strategic shifts
The report details that structured data and conversational content are becoming key factors for visibility in search. In response to the rising prevalence of AI-generated answers, featured snippets, and zero-click results, marketers are updating their content strategies and focusing more on ensuring their brand is cited and discussed across multiple digital touchpoints.
"While the data is skewed towards the US, it offers a strong signal for what's next in Australia," said Guy Jarvie, Managing Director of NP Digital Australia & New Zealand. "AI Overviews and generative search are already influencing user behaviour locally. This report gives Aussie marketers a valuable head start in adapting their strategies before these shifts become more entrenched."
The report notes that the landscape for search is expanding beyond Google, with platforms like TikTok, YouTube, Reddit, and ChatGPT gaining traction as information sources, particularly among younger audiences. This evolution has been described by NP Digital as "Search Everywhere Optimisation." The new approach encourages brands to focus efforts not only on search engines but also on visibility within emerging social and digital platforms where product discovery is increasingly taking place.
Adam Kelly, Head of Solutions at NP Digital Australia & New Zealand, explained, "Success in search today goes beyond keywords and rankings. To remain visible, Australian brands need to optimise for where and how people are actually searching. That may be in AI summaries, video or social platforms."
Emerging priorities
According to the report, a significant proportion of marketers are already implementing changes to reflect these developments. Around one in three professionals surveyed believe AI tools will account for between 25% and 50% of all search activity over the next twelve months. In response to these anticipated market conditions, more than half of the participants are tracking their brand visibility within AI platforms, while an additional 38% are currently investigating how best to monitor such platforms.
Key adaptations being made by marketers include the increased use of tools for tracking brand visibility across AI-generated content, as well as an emphasis on optimising long-tail keywords. These changes are intended to align with how AI platforms, which often favour context and nuanced responses over exact keyword matches, present search results to users.
The report concludes that as AI continues to evolve the search process, brands that monitor their presence across all major platforms - rather than relying on search engines alone - will be best placed to maintain and grow their digital reach.
