The Google Search Apocalypse (And How Your Business Can Survive It)

On a recent Performance Marketing World podcast, hosted by Joe Arthur, our very own Sarah Aird-Mash, CMO of Future Group, joined as a guest to unpick the launch of Google Gemini and the seismic impact it’s already having on clicks, CTRs, and the future of digital visibility.

What came out of the conversation is game-changing. Listen to the full podcast below.

Google is no longer acting as a traditional search engine. With Gemini and AI Overviews, it has transformed into an answer engine. One query in, one neatly packaged response out.

✅ No scrolling.
✅ No decisions.
❌ No traffic to your website.

Great for users. Brutal for brands.

Some publishers are already seeing traffic drops of 40–80%. Paid media placements are being nudged further down the page. And SEO? It’s no longer about Position One, it’s about being AI-citable.

So what does this mean for your business?

Content strategy must evolve: AI won’t reward fluff. To be quoted, your content has to be factual, structured, authoritative, and crystal clear.

Paid media will get more competitive: With less space above the fold, expect rising CPCs.

Brand recall takes centre stage: If fewer users ever reach your site, your brand must do the heavy lifting in building trust and recognition.

Websites aren’t dead - but their role is being rewritten:
👉 From destination to source.
👉 From clicks to citations.
👉 From SEO to trust anchors.

The businesses that thrive in this new landscape will be those that adapt fastest - turning their websites into credible, quotable sources of truth that both humans and machines can trust.

And if you’re ready to understand how exposed - or futureproof - your business really is, now’s the moment to act.

Book a GEO Audit with our team and get clarity on your brand’s visibility in the AI-driven search era.

Because in the age of Gemini, it’s no longer about being found. It’s about being quoted.