Is SEO finally dead in 2025? Absolutely…. unequivocally…. NOT! Google’s market share remains at a staggering 89.62%* – but the SEO game in the components industry is changing, and staying ahead of these changes now is critical.
In this newsletter, I’ll break down why most of our clients in passives, interconnects, etc., have maintained or even improved their organic search performance despite widespread concerns about AI’s impact. I’ll also share what we’re doing to prepare for potential challenges—and the opportunities emerging in this new era of search and content.
Is AI Affecting Lectrix’ Clients?
Not yet.
Most of Lectrix’ SEO clients performed better or remained stable in organic search traffic from 2023 to 2024.
And for the few that saw declines, AI was not the cause.
Why Are Our Clients Doing Well in Organic Search Despite Reports of AI-Related Declines?
- Limited AI Impact in Search Results:
As of July 2024, AI Overviews on Google appeared in fewer than 10% of search results, and primarily for informational intent searches only. These overviews primarily target informational searches, while product or purchase intent searches—key in our product-driven industry—continue to be dominated by traditional search results, where well-optimized companies and sites appear at the top of Google results. This dynamic has helped preserve organic traffic levels for our clients. - Continued Relevance of SEO Techniques:
Our tried-and-true SEO strategies, particularly those tailored for product and purchase-intent searches, remain effective. However, there’s an evolving need to optimize informational content to align with AI’s growing role. High-quality content is increasingly essential to earn citations in AI overviews, which now highlight sources (i.e. your site) directly within this new type of search results. Informational content continues to play a vital role in driving top-of-funnel traffic and building brand awareness. Moreover, a recent study revealed a strong correlation between Google page 1 rankings and mentions of brands in large language models (LLMs). But these current trends may not hold indefinitely. Our industry will likely face challenges from reduced organic traffic due to AI down the road, making it vital to plan ahead.
Planning Ahead for AI vs. Organic Search
How are we working through it?
- Expanding SEO Horizons:
AI-driven platforms like ChatGPT, Claude, and Perplexity are emerging as new sources of website traffic, presenting fresh opportunities for SEO. While Google AI Overview traffic isn’t currently trackable in Google Search Console or Google Analytics, some third-party tools are making progress in reporting on these results. However, with Google now throttling these platforms, tracking still remains challenging. Despite these limitations, building data early is crucial. Tracking traffic from these AI sources now, even with imperfect tools, will provide valuable insights to guide future strategies. - Proactive Experimentation:
By monitoring and experimenting with these new channels early, we can prepare for potential shifts in search behavior.
The Google Sky is Not Falling (Yet)
But We Need to Stay Vigilant
- Current Landscape:
AI channels currently account for a small fraction of organic search traffic. Google remains dominant, but its market share is likely to erode over time as AI platforms grow. In fact, Google’s search market share has dropped below 90% for the first time since 2015. - Maintaining SEO Investments:
As the second-largest search engine globally, YouTube is playing an increasingly critical role in the electronics industry. Design engineers and electrical engineers are turning to YouTube for product information and tutorials, making it an untapped opportunity for many businesses. Components companies often (incorrectly) view YouTube more as a hosting platform than a search engine, and this needs to change with SEO investments on YouTube. Optimizing video content for YouTube can not only enhance discoverability on the platform but also increase visibility within AI-driven search tools. Investing in video now is a dual win, addressing both current and future priorities in search and AI.
What is our Conclusion?
While AI is beginning to reshape organic search, its current impact on our industry is limited. By staying proactive, tracking trends, and investing in emerging SEO opportunities like YouTube and AI-driven traffic, Lectrix can help clients navigate this evolving landscape effectively.
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