SEMrush vs Similarweb

Rapid AI changes mean GEO is a weekly job now

This article argues that the rise of AI-generated search responses has made Generative Engine Optimization (GEO) a weekly responsibility for PR, SEO, and content teams. Citing SparkToro data showing 68% of Google searches end without clicks and Pew Research finding only 8% of users click traditional results when AI summaries appear, the author advocates for a unified, weekly workflow. The described agency uses internal tools to surface buyer prompts, coordinates PR, SEO, and content efforts, and monitors live AI search results weekly to adjust strategy. The piece emphasizes that maintaining brand visibility in AI answers requires continuous, cross-functional effort rather than quarterly campaigns.

• SparkToro analysis of Similarweb panel data (first four months of 2026) found 68% of U.S. Google searches end without a click.
• Pew Research found users click a traditional search result in only 8% of visits when an AI summary appears, versus 15% without.
• The article advocates for a weekly PR-SEO-content workflow for GEO.

Generative AI to Become New Discovery Layer in E-Commerce

A report by Similarweb indicates that generative AI is increasingly influencing online purchase decisions, appearing in over 11% of shopping journeys prior to transactions, up from under 5% two years ago. However, traditional search remains crucial, with 89% of AI-influenced journeys also using search engines. AI is primarily used in early stages for problem definition and product comparison, while search is relied upon for specific product checks. This creates challenges in attribution, as last-click models often misattribute AI-driven conversions to search or direct traffic. Retailers must now optimize for visibility across multiple digital layers, including AI-generated answers and on-platform shopping assistants like Amazon's, and ensure structured product data to enhance AI recommendations.

• Generative AI appears in over 11% of shopping journeys before a transaction, up from under 5% two years ago.
• In 89% of AI-influenced purchase journeys, a search engine is also used.
• AI is used mainly for early-stage tasks like problem definition, category learning, and option comparison.

Similarweb State of Ecommerce 2026 Report Details How AI is Changing Shopper Journey

Similarweb released its State of Ecommerce 2026 Report, detailing how AI is changing the shopper journey. Additionally, the company announced a partnership with NIQ to advance agentic commerce measurement and unveiled a solution to unlock AI ad placements across ChatGPT, Google AI Overviews, and AI Mode.

AI agents reshape commerce, measurement must catch up

As AI agents increasingly handle product discovery and purchase, brands, retailers, and platforms are investing in new measurement strategies. Google's Universal Commerce Protocol and OpenAI's Agentic Commerce Protocol enable end-to-end shopping within AI experiences. NIQ and Similarweb have partnered to integrate AI-driven discovery measurement with retail sales data, helping brands gauge visibility and conversion. Key measurement areas include consumer intent, agentic shelf visibility, product content readiness, AI-driven traffic, and omnichannel purchase correlation. Emerging capabilities include OpenAI's ChatGPT pre-purchase signals, Mastercard and Visa's 'Know Your Agent' frameworks, and cross-channel identity resolution. Agentic commerce measurement is nascent, but these advancements are closing the gap between AI influence and sales attribution.

• NIQ and Similarweb announced advancements to agentic commerce measurement, adding measurement to NIQ's Commerce Intelligence.
• Google's Universal Commerce Protocol and OpenAI's Agentic Commerce Protocol allow complete shopping journeys within AI experiences.
• OpenAI's ChatGPT can signal pre-purchasing stages like product considerations and comparisons.