Should corporate communications Professionals step up when website traffic is falling?

The Challenge: Taking the lead in integrating communications with AI as a major stakeholder

Website traffic worldwide is experiencing significant decline due to the rise of zero-click searches, where users receive answers directly on search engine results pages (SERPs) without visiting external websites. Key Disruptors:

• ChatGPT
• Google Gemini
• Google AI Overviews
• Microsoft Copilot
• DeepSeek

These LLM-powered search platforms are fundamentally disrupting traditional business models that depend on website visits to drive purchases and brand discovery.

The Responsibility Gap

Traditional Ownership Structure

• CMO: Overall marketing strategy (digital marketing, SEO, content marketing)
• SEO Teams: Often siloed, focused solely on traffic metrics
• Digital Marketing: Performance-driven with shorter oversight cycles
• Corporate Communications: Rarely considers this their domain
• Data Analytics/BI: Limited empowerment to suggest strategic changes

The Result

Falling traffic responsibility exists in a gray area between corporate silos, with many organizations not yet recognizing the severity of the challenge.

The Opportunity for Corporate Communications

Why Communications Professionals Are Uniquely Positioned

Primary Advantage: Earned Media Expertise

• Studies show that even in Indonesia up to 70% of LLM information sources come from earned media
• Established news publishers remain the primary information source for AI models
• Communications professionals excel at creating newsworthy, credible content

Core Competencies:

• Story angling and message framing
• Understanding authenticity and credibility requirements
• Integrated communications strategy across all channels
• Cross-functional coordination (content, digital marketing, promotions, employee communications)

Strategic Action Plan

1. Education and Skill Development

Learn LLM Search Fundamentals

• Query LLMs directly about AI visibility optimization
• Follow industry thought leaders (Hard Numbers, Muck Rack)
• Attend virtual forums and webinars
• Listen to specialized podcasts (AI Loves PR)
• Study industry publications (GEO, Search Engine Land)

2. Professional Development Resources

Immediate Learning Sources:

• Industry forums and Zoom sessions
• Specialized podcasts and webinars
• Trade publications focused on AI search
• Direct experimentation with LLM platforms

3. Strategic Partnerships

Engage Specialists and Agencies

• Partner with agencies offering AI optimization services, like Maverick’s GEO Services
• Consult with GEO (Generative Engine Optimization) specialists
• Leverage established agency relationships for AI expertise

4. Experimentation and Implementation

Critical Success Factors:

• Begin immediate experimentation with LLM searches
• Analyze what influences AI recommendations for your industry
• Test different content formats and messaging approaches
• Monitor AI visibility metrics consistently

The Urgency Factor

Technology moves rapidly in the AI space. Organizations that delay action risk falling too far behind to effectively compete for AI visibility.

Key Takeaways for Communications Leaders

1. Ownership Opportunity: Fill the strategic gap left by traditional marketing silos
2. Leverage Core Strengths: Apply earned media expertise to AI optimization
3. Integrate Communications: Coordinate all messaging for maximum AI visibility impact
4. Continuous Learning: Stay current with rapidly evolving AI search landscape
5. Immediate Action: Begin experimentation now to avoid competitive disadvantage