In this episode of Connecting the dots, we sit down with Kristina Bergwall, SEO Director at Precis and a 14-year veteran of the search industry.

While many CMOs are panicking over a "search apocalypse" and declining organic clicks, Kristina argues that the story is actually much more positive. It’s not about losing traffic; it’s about a massive redirection of value. By treating AI as a "premium filter" for your brand, you can stop chasing noisy clicks and start winning the customers that actually matter.

We dive deep into:

- The $12M replacement cost: Why we analysed four major industries to find where "missing" organic traffic is going—and why it’s actually a high-value real estate opportunity.

- Agentic commerce (E-com): Why e-commerce brands need to optimise their feeds now to prepare for a future where AI agents help customers shop directly on the results page.

- The "invisible churn" (B2B): Why gatekeeping your content is the biggest risk to your leads and how to ensure your brand makes the AI's shortlist.

- The banking "penalty tax": Why missing out on AI summaries for high-value terms like "mortgage rates" forces you to buy that traffic back through expensive ads.

- Healthcare’s authority gap: How to bridge the 67% citation gap by turning academic medical titles into the actual questions patients are asking.

📩 GET THE BONUS CONTENT

How does a search professional transition from a "traffic driver" into a "trust curator"? We asked Kristina a bonus question about the future of the industry that didn’t make the final edit.

Subscribe to the newsletter to read her answer: https://bit.ly/4pEx0gi

📖 READ THE FULL RECAP

Check out the blog post for a short recap and actionable takeaways

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