Google is rapidly testing SERP features—over 48% aim to retain users on the platform. Zero-click searches and Gen Z search behavior are reshaping organic traffic potential. Building brand mentions in AI results, social, forums, and traditional media is now crucial. Digital PR tactics like original research and expert commentary can future-proof visibility. Organic traffic success now demands cross-channel brand visibility—not just SEO alone. I visited Google Search Central in NYC last week and felt energized about the power of PR. While most of the conference clarified recent actions, like site reputation abuse, one section discussed the partnerships the search team is making to adapt to the changing search landscape. Here it is below: The funny thing is that, as SEOs, we take what Google tells us with a grain of salt. What they say they are doing doesn’t always match what research from SEOs tells us they are doing. But, in this instance, they are finally addressing the issue head-on. Traditional methods of targeting top-funnel keywords and using that to drive traffic are no longer working (look at what happened to Hubspot). Google tells us that “past success on Search may not guarantee future success.” I’ve transcribed the key points below, indicating the direction Google is heading. Google is testing new SERP features more frequently. At least 48% of these features favor keeping users on Google (vs. sending them to sites). Google is saying that traffic patterns may fluctuate. They also say that past success on Search may not guarantee future success. Build a brand with digital PR tactics like unique data studies. Consistent Testing, SERP Will Evolve In the graphic’s first two points, Google sets the stage for brands getting fewer clicks. On the one hand, they are making changes that benefit users and giving them quicker access to the knowledge … Continue reading Google Says Organic Traffic Won’t Be the Same…Ever