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Why brand matters more as clicks shrink
With studies suggesting AI search features reduce clicks to external sites, brands that people search for by name are better insulated than those relying on generic discovery.
| Channel | Role |
|---|---|
| Owned audience | |
| Video and podcasts | Trust and reach |
| PR and partnerships | Authority |
| Social | Awareness and conversation |
Rankings can fall and rise. A brand people seek out is a more durable asset.
