Noticed a drop in your website traffic? If so, you’re not alone.
Search engines are evolving fast. Google, Bing, and other platforms are now using AI-generated summaries to give users instant information directly on the search results page. The impact of these AI summaries on web traffic has been substantial - up to 30% drops on some sites.
For small and medium-sized businesses, this shift can feel worrying. If search engines are answering questions themselves, where does that leave your website?
While some businesses might see reduced traffic to their website, there are some simple strategies you can use to protect and grow your visibility.
How do AI summaries reduce website traffic?
AI summaries pull information from across the web and present it as a single, concise answer. This changes user behaviour in a few key ways:
- Fewer clicks for simple questions
If users get the answer immediately (e.g., “What time should I post on Instagram?”), they don’t need to click through. - AI summaries re-rank content
Google may showcase businesses that it sees as authoritative - even if they weren’t originally in the top 3 organic results. - More competition for attention
Your website is no longer just competing with other websites, but with an AI-generated block that appears before traditional results. - Branded search is more valuable
Users who already know your business are still likely to click. But unbranded discovery search may shrink.
What type of content is most at risk?
AI summaries usually affect content that:
- Answers a straightforward question
- Lacks unique insights or expertise
- Provides basic definitions or how-to steps
- Is easily paraphrased by an AI model
If your site relies heavily on informational “top of funnel” content, this is where you’ll likely feel traffic changes first.
How can you reduce and offset this impact?
Search is changing, not disappearing. Businesses that adapt will outperform competitors who don’t. Here are the strongest strategies to future-proof your website.
Expertise, Experience, Authority, Trust (EEAT)
Google prioritises content that shows real-world experience and human expertise. AI cannot replicate that. The more un-summarisable your content is, the less likely AI will replace you.
Create “AI-Resistant” content
Focus on content that AI summaries cannot fully answer, such as local service pages, product pages, pricing pages and custom quotes, stories, interviews, niche expertise (not generic advice). Search engines still need to send traffic to pages that require nuance, context, or a decision.
Invest in your brand
When generic search becomes more competitive, branded search becomes gold. If users search for your business by name, AI summaries can’t intercept those clicks.
Improve the on-page experience to increase conversions
If traffic decreases, conversion rate optimisation (CRO) becomes even more important. Small improvements can lead to a big boost in leads. If you can turn the same traffic into more leads, you stay competitive even with fewer visitors.
Capture AI traffic with structured data & schema markup
Search engines depend heavily on structured data to build AI summaries. By implementing schema types you can increase the chances that your website will be featured or cited in AI results, even if the user doesn’t always click. This keeps your business visible, authoritative, and trusted.
Build a reliable non-search traffic strategy
AI isn’t the only way customers discover businesses. Other mediums such as email newsletters, social media, short-form videos and podcasts can mean less reliance on search which means more control over your business growth.
Encourage repeat visits and direct engagement
If a user visits your site once, give them reasons to come back - without needing Google. Building a 'warm' audience protects you from algorithm changes.
Create content that AI summaries link out to
If AI uses your content as a reference, you stay relevant within its ecosystem.
SEO isn’t dead, it's just different.
AI summaries are changing search, but businesses that provide genuine value, build their brand, and create unique content will continue to grow.
Traffic might shift and user behaviours will evolve. But visibility, leads, and revenue can still increase - with the right strategy.
To modernise your online presence and stay ahead of the game, get in touch today, or read more about our Lead Generation service.
