“20% Less Traffic” – AI future of search revealed by Bonfire’s Will Bal at SOS24

With a full house in attendance, Bonfire’s Will Bal intrigued the audience at the recent State of Social 24 with the agency’s industry-leading research into Google’s AI Overviews.

Bal, an Account Director at the leading performance agency – Bonfire, presented his masterclass, “20% Less Traffic: How AI Answers Will Change Your Search Marketing Strategy.” In it, he explored Google’s AI Overviews and spoke about key findings from Bonfire’s research. He explained a zero-click future and the importance of Google understanding and indexing your content accurately.

Bal said: “SEO is not dead, and your customers are still searching; their search experience is changing, and the way we search will start to change.”

He emphasised the importance of adhering to SEO basics and performing regular online brand audits to track consistency in AI-led search results. The showcased difference between current search results and how they will look with AI Overviews was an important signal for the audience to prioritise work on this prior to its official release.

Feedback indicated that attendees found the session insightful and valuable, appreciating the practical takeaways they could implement themselves.

For those interested in hearing more from Will Bal, he recently spoke on The Alchemists Podcast with host and producer Andrés López-Varela and Emma Hollins, Principal Experience Designer at Synergy. Their discussion will be live on September 6th.

For more information about the podcast and previous episodes, visit The Alchemists Podcast.

Photo credit: SoCoStudios