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The news: Streaming and social media sites are the top beneficiaries of AI chatbot referral traffic. Out of 1.3 billion generative AI (genAI) search referrals in May, YouTube ranked first in traffic with nearly 40 million visits, per Similarweb. Our take: Focusing on what makes sites top the AI search results could help increase site visits. Expand knowledge-based articles, FAQs, and blog posts with educational and UGC content. Boost SEO with long-tail keywords that are likely to appear in prompts. Encourage inbound links since site authority is a factor in AI search results.

The news: Adobe aims to help brands and publishers improve content placement in AI browsers, search tools, and chatbots with its new suite of AI tools—LLM Optimizer. What it does: LLM Optimizer tracks which content and offerings—such as website details, products, or articles—are being shown in AI interfaces and where they’re appearing. Our take: Adobe’s new tools, especially outcome metrics and actionable recommendations, can help marketers and brands craft tailored SEO for each platform—browsers, AI Overviews, and chatbots—and surface data-driven solutions to help improve their AI search presence.

As Google's search changes continue and consumers increasingly turn to alternative platforms, the SEO playbook defined by link building and keyword optimization is losing relevance.

Behind the chart:. 41% of US B2B marketers report their marketing spending has increased in 2025, according to Sagefrog Marketing Group data. 20% of US B2B marketers say search engine marketing is their leading source for sale and marketing leads in 2025, per the same data. Use this chart: This is a cue to reassess your SEO strategy.

Claude’s new tool offers developers a way to skip the browser and run real-time, cited searches—threatening ad models and SEO strategies alike.

Advertising’s AI obsession is upside down: While genAI dominates for content creation, agencies are sleeping on AI’s real strategic edge—like SEO, workflow automation, and data insights

Perplexity eyes smartphone deals to challenge Google’s mobile search dominance: With Motorola on board and Samsung talks underway, Perplexity’s AI could replace Google Gemini on Android phones