Door4's Beth Moore on navigating the AI changes in searches for KBB brands

Search is no longer the dependable channel it once was – at least, not in the way most marketers have grown used to, says Beth Moore, head of client services at Door4, which specialises in helping homes and interiors businesses drive traffic, conversion and sales.

So far in 2025, we’ve seen major developments in how search engines operate, how users interact with them, and how visibility is awarded.

Google remains the dominant force in search, but even Google itself has admitted it’s bracing for a drop in traffic. Why? Because AI is fundamentally altering the shape and flow of the search journey.

For those paying attention, this won’t come as a surprise. Over the past 6 months, Google’s results pages have become increasingly congested – a patchwork of paid placements, featured snippets, product carousels, local results, 'People Also Ask' sections, and knowledge panels. And now, cutting through the middle: AI-generated overviews.

These AI overviews are Google’s attempt to answer user questions instantly, using its generative AI model. The problem for marketers? They’re swallowing up attention and clicks. Independent studies suggest that when an AI overview appears, website click-through rates can drop by over a third.

That’s a big shift. And it’s not the only one.

Google is also experimenting with new 'AI-first' experiences, where users explore topics via back-and-forth conversations with the AI, rather than scanning blue links. This has already launched in the US and is expected to reach UK users soon. The traditional organic listing is being nudged further down the page, or in some cases, out of view altogether.

For KBB brands that have historically relied on organic search to drive inspiration, showroom visits or lead generation, this presents a real challenge. Traffic softness may already be visible in your analytics. A dip in impressions. A drop in enquiries. Fewer product detail views.

Of course, the immediate reaction is often to throw more budget at paid. But that’s not a guaranteed fix either. With cost-per-clicks rising (up nearly 10% year-on-year in Europe), and AI-generated answers reducing the need for users to click anything at all, advertisers are being squeezed from both sides.

To make matters more complex, Google’s own ad platform is leaning deeper into AI-driven recommendations, promoting broader targeting, automated bidding, and so-called 'growth plans'. While these tools promise efficiency, they often come at the cost of control and precision.

So, where does this leave us?

We’re in a transition period. Search is no longer just about ranking well or bidding aggressively. It’s about understanding how the landscape is shifting and making smarter decisions in response.

That might mean revisiting how you structure content. It might involve refining your measurement strategy to track assisted conversions, not just last-click wins. Or it could prompt a wider rethink: is search still the cornerstone of your acquisition model, or is it time to diversify?

For marketers across the KBB sector, whether focused on premium products, bespoke services, or high-intent lead capture, the search landscape is more volatile than ever. Navigating it well means being proactive, not reactive.

The brands best placed to thrive aren’t necessarily those with the biggest budgets, but those with the clearest strategy.