A prominent digital marketing expert has issued a stark warning to businesses across Ireland and the United Kingdom regarding the impending fragmentation of organic search traffic. Ciaran Connolly, founder of Belfast-based digital agency ProfileTree, emphasizes that companies relying solely on traditional Google rankings risk losing significant visibility as users increasingly turn to AI-powered search alternatives.
Connolly’s comments come amid research suggesting that by 2026, up to 25 percent of traditional organic search traffic could shift to AI chatbots and answer engines, fundamentally altering how consumers in Belfast, Dublin, London, and beyond discover and choose businesses. “The search landscape has fragmented across AI platforms. Businesses preparing now will thrive. Those waiting risk invisibility,” Connolly stated.
This shift is underscored by the impact of Google’s own AI Overviews feature, which provides AI-generated summaries at the top of search results. This has led to a reduction in click-through rates of 25 to 60 percent for many queries, meaning that even businesses ranking in the top three positions on Google are now receiving significantly fewer visitors than a year ago.
For small and medium-sized enterprises (SMEs) across Northern Ireland, the Republic of Ireland, and the wider UK market, this change presents both challenges and opportunities. Those who adapt quickly to the new AI search environment stand to gain market share from competitors still focused solely on traditional search engine optimization (SEO) techniques.
Connolly, who has guided ProfileTree’s growth over the past 14 years, asserts that businesses must now ensure they appear in AI Overviews, are cited by tools like ChatGPT, and show up in results from Perplexity and Claude. “It’s no longer just about ranking on page one of Google. Most businesses haven’t adapted,” he explained.
The Belfast digital marketing scene has witnessed substantial growth in recent years, with greater demand for expertise in AI-driven marketing strategies. ProfileTree has been at the forefront, delivering over 1,000 AI training programs to businesses across the island of Ireland and the UK. “Northern Ireland businesses are particularly well-positioned to adapt to these changes,” Connolly noted, highlighting the region’s strong tradition of SME innovation and cross-border operations.
In sectors such as professional services, hospitality, retail, manufacturing, and technology, local businesses that previously relied on Google Maps listings and local SEO are now finding that AI assistants are increasingly mediating local discovery moments. “When someone searches on Google, they see a list of results and choose which website to visit. But when someone asks ChatGPT or Perplexity for a recommendation, the AI provides a direct answer, often citing just two or three sources,” Connolly added. “If your business isn’t one of those cited sources, you’re invisible to that user entirely.”
This shift necessitates a reevaluation of digital marketing strategies. While traditional SEO focused on keyword rankings and backlink profiles, AI search optimization demands additional considerations. AI systems favor content that is well-structured, factually accurate, and frequently cited by authoritative sources. As a result, businesses must create content that AI systems deem trustworthy and quotable.
Adapting to AI-Powered Search
The term “Generative Engine Optimisation” (GEO) is emerging in the digital marketing industry to describe the practice of optimizing content for AI search systems. ProfileTree has been developing GEO strategies for clients since early 2024. “GEO is fundamentally different from traditional SEO,” Connolly explained. “With traditional SEO, you’re trying to convince Google’s algorithm that your page is the most relevant result for a particular query. With GEO, you’re ensuring that AI systems understand your business well enough to recommend you when users ask relevant questions.”
ProfileTree advises businesses across Northern Ireland, Ireland, and the UK to take immediate steps in response to the changing landscape. They recommend auditing current AI search presence by investigating how brands are represented across AI platforms, reviewing content strategies to ensure alignment with AI preferences, and diversifying digital presence beyond Google to include platforms like LinkedIn and reputable news sources.
Moreover, investing in genuine expertise signals is critical, as AI systems increasingly favor businesses with demonstrated authority and strong reputations. Activities such as earning media coverage, gathering customer reviews, and participating in industry events have become more crucial than ever.
ProfileTree’s recent initiative to offer a comprehensive AI masterclass free to local businesses reflects the growing demand for AI training. Connolly noted a shift in business inquiries from merely using AI tools to understanding their broader implications for digital presence and internal operations. “The businesses that will thrive in 2026 and beyond are those investing in AI understanding now,” he emphasized.
The implications of this shift extend beyond individual businesses to the digital marketing industry as a whole. Agencies that built their business models around traditional Google rankings must adapt or face obsolescence. ProfileTree is investing in new methodologies for assessing AI search presence and now offers AI SEO audits alongside traditional services. “Agencies that view AI as an opportunity rather than a threat will succeed,” Connolly concluded, suggesting that the changing landscape could create new avenues for growth for those prepared to adapt.
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