Search is fragmenting – credibility and trust create the new visibility
Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?
Person using a smartphone with a dark translucent search bar overlay showing a magnifying glass icon and the word 'Search…' in white text.
Image by Freepik/Magnific
For decades, digital marketing has relied on a predictable strategy: ensure you rank on the first page of Google.
However, large language models (LLMs) have changed the dynamic, and marketers worry that search engine optimisation (SEO) may be going the way of the dodo. Do keywords, site structure and backlinks still matter in a ‘zero clicks’ environment in which users bypass the traditional blue links to company websites and social media platforms?
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