Contents
Does Google foresee the end of organic search dominance? A new era of search is dawning
What is changing?
Google is considering three scenarios for how the situation will develop and how it will change the way information is searched for, in favor of artificial intelligence, such as Gemini or ChatGPT.
Why is this important?
The shift in search models can impact SEO strategies, website visibility, and customer acquisition in the digital world. Businesses must adapt to these new realities to remain competitive. Moreover, if we can already see (unofficially) what options are on the table, it only confirms where the digital world is heading.
Who is this information for?
For online store owners, marketers, SEO specialists and online sales companies that rely on organic results for a large portion of their traffic.
Background to the topic.
In recent months, Google has been intensively testing AI-powered features such as Search Generative Experience (SGE) and Gemini. This new way of presenting search results, which may also be coming to Poland, is generating considerable excitement among SEO specialists and content creators. In this article, we analyze what might change and how to prepare for the coming era of search.
In recent months, changes in search engine user behavior have become increasingly evident. This time, it's not just SEO specialists who are sounding the alarm – Google itself is recognizing the potential decline in the importance of traditional organic results . According to internal company documents obtained by Search Engine journalists, such a scenario is considered increasingly likely.
Google is considering three scenarios (unofficially…)
Google's vice president of knowledge and information presented three possible paths for the situation to develop:
- Search isn't breaking down – users are still using classic Google search results.
- The movement is shifting to Gemini – a new AI solution from Google that aims to respond to users directly by generating content.
- ChatGPT —external language models outside the Google ecosystem—is taking over the movement. This scenario has been identified as the riskiest.
Google clearly indicates that option 2, while it represents a change to the current model, is preferable because it keeps users "inside" Google . The worst-case scenario is traffic flowing to external AI tools.
What does this mean for e-commerce?
For online store owners, marketers and SEO specialists, this change has a number of consequences:
- User habits are changing – more and more people ask questions directly to AI, bypassing the search engine.
- Traditional SEO is losing its importance – classic positioning may not be enough to maintain visibility.
- The role of AI-quotable content is growing – companies should think about how to create content useful for language models.
- New channels of access – it is worth analyzing the possibilities of presence in AI environments such as Gemini or ChatGPT now.
Change is inevitable – Google knows it too
Google's internal strategy shows that the company is preparing for a new model of user interaction— instead of lists of results, intelligent answers and recommendations . This is changing the way we consume content—and how e-commerce should build its online presence.
For those who adapt first, this represents a huge opportunity. For those who ignore the change, it could pose a significant threat to traffic and sales. It's also another signal that we need to create more relevant and actionable content, improve UX, and… whether we like it or not, invest more in online advertising.
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Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
