Every few months, something in the search industry gets labelled as the thing that will change everything. AI Mode has that energy right now, and to be honest, the anxiety isn’t entirely unreasonable. Google is openly positioning it as a potential wholesale replacement for the search experience most of us have used for twenty-five years.
Most SEO advice is written with smartphones in mind. That’s understandable — mobile accounts for the majority of global search volume, most industry benchmark data skews towards consumer behaviour, and the major platforms optimise their tooling and guidance accordingly. For B2B businesses, this creates a quiet but persistent problem. You’re applying a framework built around
Something strange has been happening in search over the past year or so, and it is showing up in client conversations more often than almost anything else. Rankings look healthy. Positions haven’t slipped. The site hasn’t been penalised. And yet traffic is down. Sometimes significantly. It’s a reasonable thing to find confusing. We’ve spent years