Google and the Implications of Generative Search

Google is everyone's number one traffic source, and Vivek says that's unlikely to change. While click-through rates may be down, the growing volume of queries means that the amount of available traffic is increasing. However, AI is affecting Google's search engine results page (SERP) and algorithm in significant ways.

The Impact of AI Overviews

When Google introduced the AI overview, which is featured at the top of the SERP, some publishers were worried that it would negatively affect search traffic. That hasn't been the case thus far, and Vivek offers three reasons why:

• The number of overviews appearing continues to drop because Google only displays them when they contribute positively to a search experience.

• The thumbnails attached to overviews are prime real estate for publishers looking to draw organic traffic.

• AI overviews lead to more searches because they make users think of additional things they want to look for and learn.

As a result of these factors, the impact of AI overviews on search traffic has the potential to be an opportunity for publishers to hone in on. 

AI as a Potential Search Competitor

Another question at play is whether AI will become a true search competitor to Google. AI chatbots like ChatGPT that use large language models (LLMs) have that potential, but there's a significant barrier in terms of their relationship with commerce content. Specifically, publishers allow Google to index their content because of the value exchange of traffic. This exchange doesn't currently exist with LLMs, which scrape online content without offering any form of compensation. Ultimately, AI is an enormous shift in the industry, and an adjustment is necessary for them to create a search experience that generates both revenue and traffic.

The Fight for Fairness in Affiliate Marketing and Commerce Content

Vivek describes affiliate marketing as the most under-compensated channel in the industry and says that affiliates should receive credit for the substantial traffic they drive—even if it doesn't lead to a direct conversion. Affiliates have to jump through a number of hoops to get paid for their work and prove that their content led to conversions. This is largely because of the amount of click-fraud that existed in the industry in the past.

Attribution is difficult in the affiliate space. However, as other sources of traffic become more expensive, affiliates have an opportunity to stand up for fair compensation that reflects the value they bring. Part of this process is making clear that every click from a content site to a merchant site is valuable because of strategies like retargeting campaigns.

The Role of the Social Media Ecosystem

Although social media is an integral part of modern marketing, it also creates an imbalance. Content creators, including influencers, feed great content into these platforms, but they're not extracting fair value. The situation is especially precarious when you consider that even a minor policy change within a platform can throw businesses into upheaval. This issue doesn't exist in search, where changes are more thoughtful and careful, and Vivek hopes to see social platforms become more mutually beneficial moving forward.

Prepare for the Future With Affiliate Summit

The commerce content landscape is complex and ever-changing. Publishers and content creators can work through shifts in the industry, particularly when it comes to technological developments, but only with the right tools and strategies. Affiliate Summit gives you access to the tactical content you need to be successful. Register to attend Affiliate Summit West in Las Vegas in February 2025.