We're in chaotic times.
Publishers are seeing major volatility. AI is reshaping search behaviour, Google traffic is less predictable, and Amazon continues to dominate conversion paths.
Brands secure premium editorial placements, then watch the call-to-action send shoppers to Amazon instead of their own sites.
At the same time, a new model is emerging.
What's Replacing SEO Traffic
Instead of relying on organic search, publishers and creators are blending editorial content with paid social, creator whitelisting, and AI visibility optimization.
Boosted editorial content is now outperforming traditional organic traffic.
Two side effects: more content partnerships in the works, and the proliferation of creator networks is making shady practices more common.
This is driving the emergence of AEO (AI Engine Optimization). Instead of ranking for Google clicks, the focus is on getting citations from ChatGPT, Perplexity, and Claude.
At Google I/O last week, the company made it clear: they want you to never leave Google. With Gemini embedded everywhere, they're turning the open web into raw material for AI-generated answers.
For affiliate programs, that means fewer clicks and fewer direct relationships with audiences.
How We're Adapting
At Performance Partners, we're shifting how we recruit and activate affiliates.
We just closed a YouTube Shopping pilot with a sleep brand. Most brands aren't thinking about YouTube Shopping yet. The brands that win over the next two years will be the ones who moved early on channels nobody else tested.
One of our supplement clients added $30K in GMV in three months by activating fitness content creators who amplified editorial placements with paid social. The traffic came from distribution, not organic ranking.
If your affiliate strategy still depends on SEO traffic showing up organically, you're betting on a channel that's becoming less reliable every quarter.
Talk soon,
Fred
P.S. Running an affiliate program that depends on Google traffic? Book a free 20-min strategy call.