Across industries, companies are witnessing significant declines in organic traffic as AI-generated search summaries increasingly answer user queries directly within search results, reducing the need to visit actual websites. For instance, World History Encyclopedia experienced a 25% drop in traffic after its content was featured in Google’s AI Overviews.
This trend isn’t limited to niche sectors either, major brands such as HubSpot have seen traffic declines of up to 75% as AI-generated content becomes more prevalent. Research indicates that AI Overviews can cause a 15–64% decrease in organic traffic, depending on the industry and search type.
For CEOs, Founders, and marketing teams, this shift underscores the urgency to adapt SEO strategies. Relying solely on top-of-funnel content is no longer sufficient. It’s imperative to develop content that not only attracts but also engages and converts, ensuring visibility in an AI-dominated search landscape. Start now so when it's something everyone is doing, you're at the front of the race.
The New Search Reality: AI as the Gatekeeper
The Disappearing Top-of-Funnel Traffic
Traditionally, SEO strategies targeted top-of-funnel informational queries to attract broad traffic. These were the "what is," "how to," and "best practices" articles that drove visitors to your site. However, AI-generated quick answers provided directly in search results (like Google's generative AI summaries) now frequently eliminate the need for users to visit actual websites, significantly reducing these traffic streams.
Large-scale publishers such as HubSpot are already experiencing noticeable reductions in direct web traffic due to AI-generated summaries effectively addressing users' initial queries. This shift forces businesses to reconsider how they attract and retain audiences.
The Hidden Opportunity for Smaller and Specialized Businesses
While this shift poses challenges for general content producers, it creates distinct advantages for specialized businesses:
Hyper-local and Specialized Content Wins
AI currently struggles to accurately summarize niche-specific or highly localized content. SMBs and specialized or service-based brands have a distinct advantage here, as targeted, specific content remains less vulnerable to AI competition, preserving organic visibility.
Leveraging Your Unique Expertise
Companies that focus on niche expertise can deliver content uniquely positioned to address specific audience needs, AKA content that AI cannot yet fully replicate, preserving its long-term value and competitiveness.
Shifting Your SEO Strategy: Go Deeper in the Funnel
The evolution of AI-driven search demands a strategic pivot:
Beyond Basic Information
Move from broad informational content toward content explicitly designed for conversion. Your SEO should increasingly prioritize middle and bottom-funnel queries, intent-driven searches, and content directly linked to purchase decisions.
Here are a few very broad examples of how to think about funnel position content vs business type:
|
Industry Type → Funnel Stage ↓ |
B2B Services (consulting firms, SaaS, agencies) |
Local & Service-Based Businesses (law firms, healthcare, home or commercial services) |
E-commerce & Consumer Brands (retailers, DTC products) |
|
Top-of-Funnel Content (Vulnerable to AI Summaries) |
“What is digital transformation?” “Best project management tools for 2025” |
“What is estate planning?” “How much does a home remodel cost?” |
“Best running shoes for flat feet” “What vitamins should I take daily?” |
|
Mid-Funnel Content (More Resilient) |
“How to evaluate digital transformation partners” |
“How to choose the right estate planning attorney in [City]” |
“How to pick the right running shoe based on gait analysis” |
|
Bottom-Funnel Content (Best for Conversion) |
“Top questions to ask before hiring a SaaS consulting firm” |
“Why [Your Firm Name] is the #1 Choice for Estate Planning in [City]” |
“Compare [Product] vs. [Competitor]” |
Authority Still Matters—Maybe More Than Ever
Despite the shift towards AI summaries, authoritative long-form content remains essential. AI-generated answers rely on credible sources, meaning producing detailed, original, authoritative content increases the chances of your content being cited, driving qualified, engaged traffic to your site.
Making Your Content AI-Friendly
To stay visible in AI-driven search, your content needs strategic optimization:
Optimization for AI Visibility
Implement structured data markup effectively across your site (see overview here).
Clearly structure articles with precise headings, subheadings, bullet points, and concise answers to help AI better summarize your content. Here are the top scheme usages to better position for AI search:
- Article Structured Data
- Product Structured Data
- FAQ and How-To Structured Data
- Event Structured Data
- Recipe Structured Data
- Local Business Structured Data
- Video Structured Data
- Breadcrumb Structured Data
Become AI's Preferred Source
Regularly updated, clear, authoritative content becomes the preferred source for AI tools. CEOs should encourage their teams to produce structured, credible content that AI algorithms can confidently source, increasing overall visibility.
Human Insight: Your Ultimate Competitive Advantage
Even as AI transforms search, human insights remain irreplaceable:
Beyond the Summary
Users continue to seek deeper insights beyond summarized answers. Unique human perspectives and expert analyses differentiate brands from generic AI-produced content.
The Hybrid Approach
Effective content strategies blend AI-driven efficiencies with human creativity. AI can assist with initial drafting and content ideation, while human expertise refines the output, ensuring authenticity and meaningful insights.
Your AI-Ready SEO Checklist
Is your company prepared for the AI-driven search landscape? Ask yourself:
Content Balance
Have we shifted our content mix to include more mid and bottom-funnel content rather than just basic educational pieces?
Local and Niche Focus
Are we leveraging our specific industry expertise and local knowledge in ways AI cannot easily replicate?
Technical Optimization
Have we implemented proper structured data and clear content organization to make our content AI-friendly?
Authority Building
Does our content consistently offer unique, credible, and authoritative insights that make us citation-worthy?
AI-Human Collaboration
Are we effectively using AI tools while ensuring human expertise shapes our final content?
The Path Forward: Strategic Adaptation
The companies weathering this transformation most successfully aren't fighting against AI, they're adapting to it strategically. They're creating content that serves both human readers and AI systems, focusing on their unique expertise, and moving beyond basic information to deliver genuine value.
To remain competitive in SEO driven by AI advancements, marketing teams must proactively refine their content and SEO strategies. Prioritizing specialized niches, deeper-funnel content, and optimizing visibility within AI-generated summaries will position companies for sustained growth.
The future of SEO isn't about tricking algorithms or producing content volume—it's about becoming the authoritative source that even AI recognizes as essential.
Need help adapting your SEO strategy for the AI age? Contact JDT Advisors for a consultation on creating search strategies that thrive in the new AI-driven landscape.