Last Updated on June 26, 2025 by Becky Halls
A question on a lot of people’s minds right now: How is AI affecting web traffic? Spoiler: It’s Complicated
Let’s cut to the chase. You’re probably here because your organic traffic graph is starting to look a little… wobbly. Don’t worry – we’ve experienced the same and it’s a troubling time. We did all the right things – made some killer content, solid backlinks (because that’s what we do), decent domain authority… and yet, the numbers were dipping.
What gives?
We found the answer might just be two little letters: A. I.
Yep, generative AI has gone from novelty to norm. And it’s shaking up how users discover and interact with websites in ways that even Google’s core updates didn’t see coming.
So, Is AI Killing Web Traffic?
Not quite. But it’s definitely rearranging the furniture in the SERPs.
Thanks to tools like ChatGPT, Google’s AI Overviews, Perplexity, and even Gemini, users are now getting summarized answers right at the top of the page. This spot, sometimes called Position Zero, used to belong to featured snippets. Now? It’s increasingly AI territory.
And here’s the kicker:
These AI summaries often answer the query well enough that users never actually click through to the original site.
What’s changed?
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Click-through rates are dropping, especially for top-of-funnel informational content
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Featured snippets are disappearing or being absorbed into AI Overviews
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Search journeys are shortening, with AI doing the summarizing so users don’t have to
According to Similarweb, Google’s AI Overviews led to an 11–18% CTR drop for informational queries across major verticals like health, finance, and SaaS between March–May 2025.
But Wait… There’s a Silver Lining?
Yes! (Thank goodness as it was all a bit doom and gloom there for a while!)
While traffic is dipping, conversion rates are going up for many brands. Why?
Because when users do click through from an AI-generated summary or overview, they’re:
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Already educated
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Closer to making a decision
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Searching with more intent
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Way less likely to bounce
So even if fewer people are clicking, the ones who are clicking are more qualified than ever.
Our Thought: Focus on Traffic Quality, Not Just Quantity
Top-of-funnel clicks are no longer the only KPI that matters.
Your ‘AI-primed visitors’ may be fewer, but they’re also more ready to act so you need to focus on conversions. And this changes how we approach SEO.
What’s Actually Happening in the SERPs?
1. AI Overviews Take the Spotlight
Google’s AI Overviews now sit above organic results and push everything else down. These are generated dynamically and pull from multiple sources.
If you’re not in the top 10 results, you’re invisible.
If you are, but not structured well, you still might not be cited.
2. Featured Snippets Get Absorbed
The good ol’ featured snippet used to be the holy grail of Position Zero. Now, it’s being absorbed or replaced by AI-generated summaries that mash together info from multiple pages, often without a direct click.
3. Fewer Pages Per Session
Users now get what they need in one AI-assisted query. No need to browse multiple pages. That means less “discovery” time on your site – and more pressure to deliver value immediately.
How to Change Your SEO Strategy for AI-Era Search
We’re not in 2018 anymore. Here’s how to adapt.
1. Reoptimize for Clarity and Structure
AI loves clear answers, structured formats, and fast-loading content.
Action Steps:
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Use short, direct summaries early in your content
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Add clear subheadings and bullet points
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Create content that answers a core question within the first 100 words
2. Build for Brand Authority, Not Just Rankings
AI tools may not link out, but they do name-drop. Brand mentions matter.
Action Steps:
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Get featured in high-authority blogs and roundups
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Encourage social chatter and podcast guest spots
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Claim your author bios and build thought leadership
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Use platforms like 3way.social to boost backlink and brand credibility at once
3. Double Down on Mid- and Bottom-of-Funnel Content
If AI is cannibalizing top-funnel traffic, put more muscle into the content that still drives conversions.
Ideas:
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Case studies and comparison guides
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Product-led SEO content (e.g. “Best AI SEO tools for SaaS”)
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“Why choose X over Y” pages that help users decide
Our Thought: AI is doing the early-stage educating. Your job is to seal the deal when they’re ready.
4. Track Impressions + Engagement, Not Just Clicks
Old-school SEO tracked CTR and bounce rate.
Now? You need to look at:
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Impressions in AI-powered search
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Brand mentions in AI-generated answers
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Conversions per visit, not just sessions
5. Create Content AI Can’t Summarize Well
If it’s too generic, AI will do it better. If it’s too technical or unique, AI will quote you.
Your new content checklist:
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Add first-hand experience
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Include original data
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Use specific examples and case studies
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Avoid fluff. Say something no one else is saying.
Our Thought: Create “hidden gem” content – NB. This is Google’s term, not ours. It’s the kind of stuff AI can’t fake.
So… What’s Next?
We’re heading into a search future that’s:
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More personalized
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More AI-driven
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Less clicky, but more meaningful when clicks do happen
In other words, the search landscape isn’t dying. It’s maturing.
And if your SEO strategy still only chases traffic volume? It might be time for a rethink.
Final Thought: Traffic is Changing. Your Strategy Should Too.
AI isn’t the enemy – it’s just a new gatekeeper.
Your job? Be the site that AI wants to cite.
And when users do make it to your site, make sure the content wows, answers, and converts.
If you need help building link equity, topical authority, or just staying relevant while the SERPs keep shifting, you know where to find us.
FAQs: How Is AI Affecting Web Traffic?
Is AI reducing website traffic?
Yes, especially for top-of-funnel content. AI summaries often answer queries directly, reducing the need for users to click through.
Can AI improve conversion rates despite lower traffic?
Absolutely. Users who do click through after reading AI summaries are more educated and closer to converting.
What is Position Zero in AI search?
Position Zero refers to featured snippets and now AI Overviews, where answers appear above traditional search results—often without a link.
How should I adjust my SEO strategy for AI?
Focus on structured content, brand mentions, expert authority, and content that offers unique value AI can’t replicate.
Will backlinks still matter in AI-powered search?
Yes—but brand authority, mentions, and topical depth are becoming equally important.
