Quinn Schwartz Launches S.LAB to Navigate the AI-Driven Search Shift

The shift in user behavior is stark. Research from Ahrefs shows that click-through rates for top-ranking pages drop by up to 58% when an AI Overview occupies the top of a search result page. With users clicking results only 8% of the time when an AI summary appears, compared to 15% in traditional environments, many B2B companies find their organic traffic dwindling despite heavy investment.

S.LAB operates on the premise that SEO must evolve into Answer Engine Optimization (AEO). Rather than siloing services, the agency integrates four core disciplines: technical search optimization, repeatable content systems, media relations, and executive thought leadership. By treating these as a single coordinated program, the firm aims to ensure brands remain authoritative on discovery surfaces ranging from community forums and newsletters to AI-powered search engines. According to Schwartz, the goal is to move beyond mere ranking, building a playbook tailored specifically for the realities of the AI era.