I’m thrilled to sit down with Milena Traikovich, a seasoned expert in demand generation who has helped countless businesses craft impactful campaigns to nurture high-quality leads. With her deep expertise in analytics, performance optimization, and lead generation, Milena offers invaluable insights into how AI-driven search trends are transforming the digital marketing landscape. In this conversation, we dive into the shift from traffic volume to value, the evolving role of algorithms, the rise of platforms like Reddit, and actionable strategies for marketers navigating this new era of search.
How has the rise of AI search reshaped the way audiences discover and connect with brands?
AI search has fundamentally changed the game by prioritizing intent over sheer volume. People are no longer just stumbling upon brands through broad keyword searches; they’re using conversational queries that reflect deeper context and purpose. This means fewer clicks overall, but the ones that do happen are often from users who are further along in their decision-making process. They’re better informed, more qualified, and much more likely to take action when they land on a site.
Why do you think clicks from AI search, though fewer in number, carry so much more value for marketers?
It comes down to the nature of how people interact with AI tools. Unlike traditional search, where a query might be just a few words, AI prompts are often much longer and more detailed—think 23 words on average compared to four on Google. That length signals specific intent, whether it’s a B2B buyer narrowing down vendors or a consumer seeking a tailored solution. By the time they click through, they’ve already self-educated and pre-qualified, so they’re primed to convert.
What does this shift from volume to value mean for the traditional marketing funnel?
The funnel is getting shorter and more focused. In the past, marketers relied on casting a wide net at the top to drive awareness through high traffic numbers. Now, with AI search, users are often entering the funnel at the consideration or even decision stage. This forces us to rethink how we allocate resources—less on broad awareness campaigns and more on creating hyper-relevant content and experiences that meet users where they are in their journey.
What do you see as the biggest hurdle for marketers trying to adapt to these AI-driven search trends?
The biggest challenge is letting go of old metrics like raw traffic numbers as the ultimate measure of success. We’ve been conditioned to equate more visitors with better performance, but AI search flips that on its head. Marketers need to pivot toward understanding and optimizing for value—focusing on conversion rates, engagement depth, and customer lifetime value instead of just counting clicks.
How can marketers adjust their strategies to make the most of fewer website visits but higher conversion rates?
It’s all about precision. Marketers should double down on personalizing the user experience on their owned channels, like websites. Use data to understand the specific needs and pain points of those high-intent visitors and tailor content, offers, and calls-to-action accordingly. It’s also critical to ensure that every touchpoint is optimized for conversion—whether that’s a streamlined checkout process or a compelling case study that seals the deal.
Can you explain the concept of traffic shifting from volume to value and why it’s such a big deal right now?
Absolutely. The shift from volume to value means we’re moving away from chasing sheer numbers of visitors to focusing on the quality and impact of each interaction. With AI search, the traffic might be lower, but the users who do arrive are converting at astonishing rates—sometimes 20 times higher than traditional organic traffic. This is a big deal because it redefines success in marketing; it’s no longer about how many people see you, but how many take meaningful action.
How do large language models, or LLMs, factor into the current changes in website traffic patterns?
LLMs are already a major player in reshaping traffic. They’re becoming a massive source of bot activity on platforms, second only to traditional search engines. This means they’re crawling and indexing content at an unprecedented scale, influencing how information is surfaced to users. While this can drive some traffic declines in traditional channels, it also means that content optimized for AI consumption can gain visibility in new ways.
Why is there such a strong emphasis on “E-A-T++” in today’s algorithmic landscape, and what does it mean for content creation?
“E-A-T++” stands for Expertise, Authoritativeness, Trustworthiness, plus additional factors like originality and authenticity. It’s an evolution of older SEO principles, pushing brands to prove they’re credible and offer unique value. For content creation, this means moving away from generic, keyword-stuffed articles to producing work that showcases genuine expertise—think original research, firsthand insights, or authentic storytelling that users can’t find elsewhere.
What’s behind Reddit’s sudden prominence in search results, and how does it impact marketers?
Reddit’s rise comes from its raw, unfiltered content. AI search engines value it because it’s a goldmine of real human experiences and opinions, often free from commercial spin. For marketers, this is both an opportunity and a challenge. It’s a chance to tap into authentic conversations, but you have to be careful—Reddit users are quick to call out anything that feels overly promotional, so engagement needs to be genuine and value-driven.
How should marketers rethink their approach to owned media, like websites, in this AI search era?
Owned media needs to prioritize relevance over reach. Especially in B2B, buyers are looking for specific, tailored solutions, not generic messaging. Websites should be built to address niche pain points with detailed content, interactive tools, or personalized experiences. It’s about creating a destination that feels indispensable to the right audience, rather than trying to appeal to everyone.
What’s your forecast for the future of AI-driven search and its impact on digital marketing over the next few years?
I believe AI-driven search will continue to dominate, potentially overtaking traditional search much sooner than we expect—possibly within the next three years. Its impact on digital marketing will be profound, pushing us toward even more personalized, intent-focused strategies. Brands that invest in building trust, authenticity, and relevance now will be the ones who thrive, while those stuck on old volume-driven tactics risk getting left behind. We’re heading into an era where quality and connection will matter more than ever.
