The Impact of Google Algorithm Changes
Recent shifts in Google’s organic visibility have significant implications for AI search citations. A January 2026 algorithm update led to drastic declines in the organic search visibility of numerous major brands. This decline was particularly pronounced in informational subfolders, with some experiencing drops as steep as 53.1%.
Who Wins and Who Loses?
The data reveals a clear correlation: brands losing visibility on Google also suffer in AI search citations. Every subfolder analyzed saw a decline in both organic traffic and AI citations, averaging a drop of 22.5%. Google’s AI Mode and ChatGPT were the hardest hit, with declines of 23.8% and 27.8%, respectively. Conversely, Perplexity demonstrated resilience, with only 4 out of 11 sites experiencing a drop, suggesting it may utilize a different retrieval pipeline.
Strategic Implications for Brands
Brands must understand the cascading effects of SEO on AI visibility. The findings indicate that a drop in Google rankings directly translates to diminished citations in AI search platforms. This is critical for companies relying on AI for customer engagement and brand visibility. Ignoring traditional SEO strategies could lead to long-term detrimental effects on AI search performance.
Cost of Ignoring SEO
Investing in tactics that could harm SEO, such as hidden prompt injections or self-promotional content, may yield short-term gains in AI visibility but will likely lead to long-term losses. The data underscores the importance of maintaining a strong SEO foundation to safeguard against declines in both organic and AI search visibility.
Conclusion: The Need for Integrated Strategies
As AI search continues to evolve, the connection between SEO and AI citations becomes increasingly evident. Brands must align their strategies to ensure that declines in Google visibility do not adversely affect their overall market presence.
Source: Search Engine Journal