Marketing edition
Search is shifting, LinkedIn is calling out weak AI posts, and a fifth of newspaper opinion pieces turn out to be written by a bot.
Google Search drops to 57 percent of the media mix: your visibility is moving
Down eight percentage points in half a year. Search traffic isn't disappearing, it's spreading across more channels.
Emerce published figures this week on the average media strategy in the first half of 2026. The share of Google Search dropped to 57 percent, eight percentage points lower than before. According to Emerce, search traffic is shifting towards AI answers, social search and other channels. Search is becoming less of a separate channel and more part of your whole growth system.
Background for subscribersThis edition shows that your grip on search traffic is changing: Google Search drops to 57 percent of the media mix and shifts towards AI answers and social search. At the same time, AI use itself is becoming more visible and judged: LinkedIn flags weak AI posts, and with newspaper opinion pieces, AI turns out to be the author more often than readers think. For your work, this means steering less on fixed rankings and keywords, and more on the quality and recognisability of what you make.
LinkedIn now shows you when your post gets called 'AI slop'
LinkedIn now shows in Post Analytics when others flag your post as AI slop: quick, low-value AI work. The platform wants to improve quality this way, now that more and more posts are written entirely by AI. For personal branding and job posts, this is a direct signal.
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