The big guys are feeling the impact of AI on SEO and are planning for further declines.
* Booking Holdings has confirmed Google’s AI Overviews are reducing its organic search traffic.
* Management says SEO is now only a small part of its business, with direct traffic and paid search far more important.
* Booking also said appearing in AI answers is strategically important, but AI referrals remain relatively small today.
* A reminder that building brand, proprietary data and AI-citable content is becoming increasingly important as search evolves.
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