The impact of AI tools on websites’ organic search traffic varies significantly across industries and query types. While some websites have experienced notable declines, others have seen minimal effects.
Estimated Traffic Loss
Google’s AI Overviews: Early studies indicate that Google’s AI-generated summaries can lead to an 18% to 64% decrease in organic traffic for certain websites, especially those targeting informational queries.
Industry-Specific Impacts: For instance, Chegg reported a 49% drop in non-subscriber traffic in January 2025, attributing this decline to Google’s AI Overviews
Changing User Behavior
The rise of AI tools has altered how users seek information:
Zero-Click Searches: An estimated 60% of Google searches in 2024 ended without a click, as AI summaries often provide immediate answers, reducing the need to visit external websites.
Shift in Query Types: Users increasingly use AI chatbots for exploratory or brainstorming queries, which traditionally drove long-tail organic traffic to websites.
AI as a Referral Source
Despite small business owner concerns, AI platforms are beginning to drive traffic to websites. It’s not enough to account for the loss, though, and we’re still in a discovery phase of possible actions to optimize for AI.
Growth in AI Referrals: Between September 2024 and February 2025, referral traffic from generative AI rose by 123%, with ChatGPT being the largest contributor.
Current Share: As of early 2025, AI-driven referrals account for approximately 1.24% of organic traffic, up from 0.54% six months prior.
How can websites change tactics to remain just as relevant as they were a year ago?
7 Strategies To Remain Relevant for Organic Search
It’s a great question—and one that many publishers, bloggers, and small businesses are scrambling to answer right now. With tools like ChatGPT and Google Gemini reshaping how people search (and how much they actually click), staying relevant requires a mix of strategy shifts, content upgrades, and platform diversification.
Here’s how websites can adapt to maintain (or even grow) their relevance:
Shift from “Answering” to “Owning”
Don’t just answer questions. Offer unique, experience-backed insights and deeper engagement.
AI often satisfies surface-level questions, so websites should aim to provide what AI can’t:
- Original research or experiments
- Personal stories and case studies
- Deep dives and comparison guides
- Community or user-generated insights
- Video demonstrations or interactive tools
Target Transactional and High-Intent Queries
AI bots dominate informational queries (“what is…”), but not as much for:
- “Best [product] for [need]”
- “[Tool] vs [tool]”
- “Buy [product] near me”
- “[Service] pricing in [city]”
These types of queries often still result in clicks—and sales.
Add Thought Leadership + Brand Trust
Build authority that AI can’t replicate:
- Publish interviews, op-eds, or “insider” opinion pieces
- Share your process and failures—what worked, what didn’t
- Highlight what makes you (or your company) uniquely human
People still want content that’s not machine-generated. They trust people they know.
Build an Email List or SMS Community
If you’ve been relying on SEO traffic only, it’s time to own your audience.
- Turn passive visitors into subscribers
- Create “bonus” downloads, tools, or resource hubs
- Offer discounts or early access to community-only content
- Build a nurture sequence that educates + builds loyalty
Offer Tools, Calculators, and Visuals
AI can summarize text—but it can’t offer:
- Interactive quizzes
- Custom calculators
- Dynamic charts or maps
- Visual “before and after” transformations
- Downloadable PDFs or planners
Give people a reason to visit your site instead of staying in the AI box.
Create Shareable Content for Social Platforms
- Turn blog posts into Instagram carousels, YouTube shorts, Pinterest pins, or TikToks
- Use storytelling (especially around your values and customer wins)
- Make sure your content hooks attention in under 3 seconds
Social traffic is becoming even more vital as search habits shift.
Position Yourself as a Guide, Not Just an Expert
Use storytelling frameworks like StoryBrand to clarify your message:
- Your reader is the hero
- You’re the guide with a plan
- The plan helps them avoid failure and reach success
That emotional clarity builds loyalty and increases time on page.
