Many marketers are reporting stable or improved website traffic despite initial concerns that Google’s AI-powered search tools would reduce visibility, according to a new report from NP Digital.

The performance marketing agency, founded by Neil Patel, on Friday (Aug 23) released its 2025 Organic Search Engine Trends Report. It found that 56 per cent of marketers surveyed globally had seen an increase in traffic since the launch of Google’s AI Overviews (AIO).

The findings challenge early industry fears that AI-driven summaries and zero-click results would lead to steep declines in organic search performance. Instead, the report suggests that marketers are adapting their strategies as generative search becomes more prominent.

Shift Towards Authority and Brand Mentions

The study highlights how AI-generated answers and featured snippets are changing SEO. With 78 per cent of marketers identifying brand mentions as critical for visibility, the focus is shifting from keyword optimisation towards authority-building and structured data.

Surveys were conducted among 1,000 general search users and 600 marketing professionals worldwide. Respondents pointed to conversational content, structured data, and maintaining visibility beyond Google as key tactics.

“While the report focuses on global trends, we are starting to see similar shifts take shape across Southeast Asia,” said Gary Cheung, Managing Director of NP Digital Southeast Asia. “AI Overviews and generative search are becoming more visible in the region and we expect these tools to increasingly shape how users find and interact with content.”

Rise of ‘Search Everywhere Optimisation’

The research also found that alternative platforms such as TikTok, YouTube, Reddit and ChatGPT are increasingly being used for product discovery, especially among younger audiences. NP Digital describes this shift as “Search Everywhere Optimisation”, urging brands to build discoverability across both traditional search engines and emerging platforms.

“Southeast Asian consumers are highly mobile and digitally savvy,” said Joey Yeh, Regional SEO Director at NP Digital. “To remain visible, marketers need to meet them where they are – whether that is in AI-generated summaries, short-form video or social platforms.”

Preparing for an AI-Driven Search Future

Looking ahead, one in three marketers expect AI tools to account for between 25 and 50 per cent of search activity within the next year. More than half of respondents said they are already tracking brand visibility within AI platforms, while 38 per cent are exploring options to do so.

Adaptation strategies include investing in visibility tracking tools and optimising long-tail keywords aligned with how AI systems deliver results.

The report underscores that while AI search may alter traffic flows, it is also creating new opportunities for marketers to diversify presence and strengthen brand authority.

What’s next: NP Digital expects Southeast Asian marketers to accelerate investments in structured content, cross-platform optimisation and visibility tracking as AI-driven search adoption grows in 2025.