TLDR: AI search is growing fast, but Google still handles roughly nine out of ten desktop searches, and clicks to real websites just hit a new high. I deeply believe search is the highest intent channel a hot tub dealer has, and SEO is the foundation that makes every other channel, including AEO and GEO, work. Build the foundation first, then add the habits that help AI tools find and recommend you.
—
The headline says one thing. The data says another.
Every few months I hear that SEO is dead. It’s exhausting.
I first heard it back in February 2011, when Google released an update called Panda. Google’s algorithm is the set of rules it uses to decide which pages show up first in search results. Panda changed those rules to go after thin, low-quality content, like shallow pages and copied text.
I heard it again in April 2012 with Penguin. That update targeted webspam, meaning sites that used manipulative tactics like keyword stuffing and buying or manufacturing links to rank higher than they deserved.
Both updates shook up the results and scared a lot of business owners. Neither one killed SEO. They rewarded the businesses doing honest, useful work. I’ve heard the same funeral talk after nearly every update since. This time the funeral is paving the way for AI to take over Google, and the dealers I speak with are understandably nervous. What about recently… yup… same fearmongering… check out these LinkedIn posts…
Let’s actually look at the data, shall we?
Semrush’s State of Search report for Q3 2026 dropped today, and it sheds a lot of light on what’s actually happening. Their report walks through tracked desktop activity in the US from July 2025 through September 2026. The picture is much calmer than the headlines suggest.
What The Numbers Actually Show
Google handled about 92% of US desktop searches in September. AI tools made up roughly 1.3% of desktop activity. That is up about 79% from a year earlier, which is real growth, but it is growth from a very small base.
The click data surprised me in a good way. After a rough summer, the share of Google searches ending in a click to an outside website reached a new high of just over 46%. Searches ending with no click at all fell to about 23%. This is really good news for anyone relying on SEO to drive traffic and leads. You should be happy.
There is one word of caution, though. This data is desktop only, and a lot of hot tub shopping happens on phones. I treat these numbers as direction, not gospel.
Why I Believe Search Is Your Highest Intent Channel
Here is my take: Search is the highest intent channel a dealer can use to drive accelerated, long-term growth. It’s really that simple.
Think about how every other marketing channel works. Social, display and video interrupt someone who was doing something else. Search is different. Someone typed a question into a box because they want an answer right now. When that question is “hot tub dealers near me” or “how much does a hot tub cost,” that person is in the market. That’s where you need to be showing up.
Search also compounds. A page or post you build this month can keep bringing in shoppers for years, long after an ad campaign stops. Paid ads rent attention. SEO builds an asset. Remember that.
I’ll be honest about the data. The report classifies most searches as informational, and very few as direct purchase searches. That doesn’t change my view. Those informational searchers are the same people who buy a hot tub three to six months later. If your site answers their questions, you’re the dealer they remember and consider when it’s time to write the check. This is why we push blogging really hard with all of our clients. It’s your opportunity to educate through the entire buyer journey.
Where AI Really Is Changing Things
Please don’t get me wrong… I’m very much pro-AI. We use it every single day. It would be foolish to ignore what is happening.
One thing that really stood out to me is that searches of 15 or more words rose to about 2.6% of US Google searches in September, up from about 1.7% the month before. People are asking Google longer, more conversational questions, much like they would ask an assistant. ChatGPT also reaches about 38.6% of US desktop users, with Gemini near 19% and Claude near 12%.
Shoppers are using these tools to research, and that matters a lot. But the report shows AI growing alongside search, not replacing it. I’d rather prepare for both than panic about one.
SEO Is The Foundation. AEO & GEO Sit On Top of It
If you’re unfamiliar with the terms AEO and GEO, let me define them really quickly.
- AEO, or answer engine optimization, is about being the answer inside Google’s own features, like AI Overviews and AI Mode.
- GEO, or generative engine optimization, is about being recommended by tools like ChatGPT, Gemini and Claude.
Both need a strong website that clearly answers real questions. If your site is thin, outdated or confusing, no AEO and GEO tactic will rescue it. That’s why I tell dealers that hot tub dealer SEO comes first, and AEO and GEO come second. You can’t skip the foundation.
I’ll add a caution too. The report doesn’t show what makes AI tools cite one dealer over another. Anyone promising guaranteed AI citations is guessing. What I can say is that the same habits that win in search tend to help here.
What I Would Do This Quarter
If I were running SEO for your hot tub store today, I’d focus on two things: protect the foundation, then add a few new habits.
Keep doing:
- A strong location page for every physical store, with a clean Google Business Profile linking to it.
- Content that matches each stage of the buyer’s journey: cost, sizing, electrical, ownership, etc.
- Service and retention pages for the customers you already have.
Add:
- Answer-first writing and FAQs that match long, conversational questions.
- Price ranges (I know this is a touchy subject), service areas, and delivery details stated plainly on the page.
- Consistent business details and real reviews everywhere your name appears.
- Real video and an honest presence in the places shoppers research. YouTube and Reddit were the top destinations after a Google search.
If you feel inclined to use AI to speed up the work, that’s great, but keep it human. Please! Shoppers can tell the difference, and they will run the other way.
What I Would Skip
Don’t abandon SEO because of a headline. Don’t pay for “AI optimization” that promises citations. And don’t chase every new feature before your location pages and core content are solid. Boring, consistent work still wins.
If you’d like help figuring out how your store shows up in Google and AI tools today, that’s exactly what our team does.
FAQs
Is SEO still worth it for a hot tub dealer?
Yes. Google still handles about nine out of ten desktop searches, and clicks to outside websites hit a new high last quarter. I’d call it the foundation of any dealer’s marketing.
Should I optimize for ChatGPT?
Start with a strong website, then improve how clearly your site answers questions and how consistent your business details are. No one can guarantee a recommendation, so be wary of anyone who does.
What are AI Overviews and AI Mode?
They are Google’s AI-generated answers. AI Mode is still a small share of searches, but it’s growing, so I’d write with it in mind.
Will AI cut my website traffic?
The latest data shows traffic from Google holding up, and even improving. It could change, so I’d watch your own numbers in Search Console rather than rely on headlines.
How do I know if AI tools mention my store?
Ask the tools the questions your customers ask and see what comes back. Do it regularly, since answers change. Our team can help set up a more structured check.
Greg is the founder and CEO of Stryde and a seasoned digital marketer who has worked with thousands of businesses, large and small, to generate more revenue via online marketing strategy and execution. Greg has written hundreds of blog posts as well as spoken at many events about online marketing strategy. You can follow Greg on Twitter and connect with him on LinkedIn.
