The Importance of Positioning in the Age of GenAI Search Result Summaries
Introduction: The Shift in Digital Discovery
For years, businesses have relied on search engine optimization (SEO) as the golden ticket to drive traffic to their websites. A well-optimized page meant more visitors, more email signups, more retargeting opportunities, and a treasure trove of customer data—insights into what products, services, or content resonated most. But the rise of AI-powered search engine summaries is flipping the script. As tools like Google’s AI Overviews or Bing’s intelligent answers evolve, users are increasingly getting their questions answered right on the search results page—no website click required.
This shift threatens the traditional digital marketing funnel. If fewer people visit your site, how do you capture leads, retarget prospects, or analyze behavior? The answer lies in revisiting one of the foundational "4 Ps" of marketing: Positioning. In a world where AI summaries dominate, positioning your brand, product, or service effectively will be the key to staying visible, relevant, and competitive. Here’s why—and how to adapt.
The Decline of Website Traffic: A New Reality
Search engines have always aimed to deliver the fastest, most accurate answers to user queries. AI summaries take this to the next level by synthesizing information from multiple sources into concise, actionable snippets. Need a product recommendation? A how-to guide? A quick stat? AI delivers it without sending you to a website. For users, it’s a win. For businesses, it’s a challenge.
Consider this: A 2024 study by SparkToro estimated that zero-click searches—where users don’t leave the search results page—already account for over 50% of Google queries. As AI summaries improve, that number will likely climb. Fewer clicks mean fewer opportunities to:
Capture email addresses for nurturing campaigns.
Deploy retargeting ads to re-engage visitors.
Analyze on-site behavior for customer insights.
The old playbook—rank high, drive traffic, convert—won’t cut it when the game changes. Brands that once thrived on SEO alone now face a visibility crisis unless they rethink their approach.
Positioning: The Antidote to Vanishing Clicks
Enter positioning, the art and science of defining how your brand stands out in the minds of your target audience. While SEO was about gaming algorithms, positioning is about winning hearts and minds—a human-centric strategy that AI can’t fully erode. Here’s why it matters more than ever:
AI Summaries Favor Distinctive Brands
AI doesn’t just pull random answers; it prioritizes authoritative, unique, and memorable sources. If your product or service is positioned as the go-to solution in your niche—think “the most sustainable sneaker brand” or “the easiest accounting software for freelancers”—you’re more likely to be featured in those summaries. Generic offerings? They’ll get lost in the noise.Awareness Drives Demand Beyond Search
As organic traffic dips, brand awareness becomes your lifeline. A strong position ensures customers seek you out directly—via branded searches, social media, or word of mouth—bypassing the AI summary altogether. Think of how Apple or Nike thrive: their positioning is so clear that people don’t need Google to tell them where to go.Positioning Fuels Multi-Channel Resilience
With less reliance on search traffic, businesses must diversify. A well-positioned brand translates seamlessly across channels—social media, email, PR, even physical experiences—ensuring you stay top-of-mind even if your website sees fewer hits.Note: Multi-channel resilience is a huge topic! I am briefly acknowledging it here, but there is a whole blog worth of thoughts around what “good” multi-channel strategy looks like, how its managed and how it is measured. I’ll probably write a future blog focusing on this in-depth to provide a more substantial take on the topic.
How to Nail Positioning in the AI Era
So, how do you reposition your business for this new landscape? Here are actionable steps:
Clarify Your Unique Value Proposition (UVP)
What makes you different? Be specific. “High-quality coffee” won’t cut it—AI will drown you in a sea of sameness. “Single-origin coffee roasted for maximum flavor” might. Test your UVP: if it could apply to a competitor, it’s not unique enough.Own a Niche
Broad appeal is out; specificity is in. Position yourself as the leader in a narrow category—think “vegan skincare for sensitive skin” rather than just “skincare.” AI summaries love digestible, standout identities.Amplify Your Story
People connect with narratives, not features. Share why your brand exists, who it serves, and what problem it solves. A compelling story—like TOMS’ “one-for-one” model—sticks in minds and search summaries alike.Invest in Brand Authority
AI favors credible voices. Publish original research, earn media coverage, or collaborate with influencers to cement your expertise. When AI scans the web, it’ll see you as the source worth citing.Optimize for Direct Engagement
Shift focus from SEO-driven landing pages to owned channels. Build a community on LinkedIn, grow a newsletter, or create viral content that drives direct traffic. Position your brand as a destination, not a detour.
Showing, Not Telling: Video Amplifies Value
Demonstrating your product’s worth has never been easier, thanks to today’s video-driven platforms. In the past, marketers relied on print ads or static digital content to convey benefits—think text-heavy landing pages or glossy brochures. Now, TikTok, Instagram Reels, and YouTube Shorts let you show your value in action:
Real-Time Proof: A skincare brand can post a 15-second TikTok of a customer applying a serum, revealing glowing skin by the end. No lengthy copy needed—the result speaks.
Service in Motion: A meal prep service could use Instagram Reels to showcase a busy parent unpacking a week’s worth of dinners, highlighting convenience and quality.
Quality of Outcome: Video lets you position your brand as a solution with tangible impact. A tool promising efficiency? Show it slashing a task from hours to minutes.
This "show, don’t tell" strategy cuts through the noise. Audiences on these platforms—often younger, visual-first consumers—crave authenticity and immediacy. By demonstrating direct benefits, you position your brand as credible and worthwhile, sidestepping the need for search-driven discovery.
What If Search Vanishes?
Challenge your team with this scenario: Imagine search engines aren’t how customers find you, and GenAI summaries don’t mention your site, product, or service. How do you stay visible? What tactics take over? This exercise sharpens your strategy:
Strengthen Owned Channels: Newsletters, apps, or social communities become your megaphone.
Leverage Word of Mouth: Partnerships, referrals, or influencer collaborations drive buzz.
Boost Direct Awareness: PR campaigns, events, or memorable offline experiences step up.
Here’s an actionable step: Talk to your customers. Ask, “If Google and other search engines vanished overnight, how or where would you learn about our company, products, services, or related info?” Their answers—maybe podcasts, forums, or trusted blogs—reveal where they already look, giving your team a clearer picture of what drives discovery beyond search.
Conclusion: Positioning as Your Competitive Edge
The rise of AI search summaries isn’t a death knell for digital marketing—it’s a wake-up call. SEO will always have a role, but it’s no longer the whole game or silver bullet. As traffic patterns shift, positioning emerges as the linchpin for visibility, awareness, and growth. In a world where AI answers questions before users click, the brands that win will be the ones that don’t just show up—they stand out.
So, ask yourself: How does your brand position itself today? Is it memorable enough to cut through the AI clutter? The future of marketing isn’t about chasing algorithms—it’s about owning your place in the customer’s mind.
