If your business relies on search engine traffic, there’s a big change happening you need to know about.
A recent study by a top SEO tool company (known for analyzing massive amounts of search data) looked at 300,000 keywords and found something surprising:
📉 When Google shows its new AI Overviews at the top of search results, the first organic website listing gets 34.5% fewer clicks.
Let that sink in—one-third of your potential website visitors may never make it to your site, even if you’re ranking #1.
This isn’t just another Google update. It’s the beginning of a major shift.
Here’s what it means for you and your business:
1. Organic Traffic Is Likely to Drop
Google’s AI Overviews are designed to answer search questions directly on the results page. That means users get the information they need without clicking your link. Over time, as this AI improves and appears in more searches, fewer people will visit your site from Google—even if your content is great.
2. You Might Need to Adjust Your SEO Expectations
Creating valuable content and ranking well on Google is still important—but it may not drive as much traffic as it used to. This could impact how you measure the return on investment (ROI) from SEO. It’s time to rethink traffic goals and what success looks like.
3. Focus on Channels You Own
Now more than ever, it’s crucial to build platforms you control—like:
- Your email list
- A newsletter
- A podcast or YouTube channel
- A private community (on platforms like Facebook Groups or Circle)
These are channels where you’re not at the mercy of Google’s algorithm changes.
4. Ranking #1 Won’t Mean What It Used To
Even if you’re technically in the top spot on Google, that result might now be buried below an AI summary. It’s time to start thinking beyond rankings and look at real visibility and brand trust.
5. SEO Is Evolving Into Brand Building
If fewer people are clicking through, you need to make every impression count. Use your content to build trust and authority in your niche. People may not click right away—but they’ll remember your name when they’re ready to buy or hire.
The Bottom Line:
SEO isn’t dead—but it’s changing.
As AI plays a bigger role in search, smart small businesses will adapt. They’ll stop chasing clicks and start building real relationships—with useful content, strong branding, and owned audiences.
FAQ: What Google’s AI Overviews Mean for Your Small Business
Q1: What are AI Overviews, and why should I care?
A: AI Overviews are short summaries that appear at the top of some Google search results. They use artificial intelligence to quickly answer users’ questions—without requiring them to click on a website. For small businesses, this means fewer clicks to your site, even if you rank high.
Q2: Is SEO still worth investing in?
A: Yes, but the strategy is changing. SEO is still valuable for visibility and credibility, but it’s no longer just about ranking #1. You’ll need to focus more on brand building, creating content that positions you as a trusted expert, and using SEO to support other channels like email and social.
Q3: How much of a traffic drop should I expect?
A: A recent study showed the top organic result gets 34.5% fewer clicks when AI Overviews are present. That number may vary depending on your niche, but it’s a sign that some drop is likely—especially for businesses that rely heavily on informational blog content.
Q4: What can I do to prepare or adapt?
A: Great question! Here are some practical steps:
- Grow your email list to stay in direct contact with your audience.
- Create high-value, unique content that builds trust (like videos, case studies, or tutorials).
- Build a community around your brand—on social, in forums, or via a newsletter.
- Refresh your SEO strategy to focus on long-tail keywords, local SEO, and brand visibility—not just ranking for big terms.
Q5: Are these changes permanent?
A: AI in search is still evolving, but all signs suggest it’s here to stay. Google is constantly testing and refining features, but the trend toward giving users instant answers is likely to grow.
Q6: What types of businesses will be affected the most?
A: Businesses that rely heavily on informational search traffic—like blogs, how-to sites, and affiliate marketing—will likely feel the biggest impact. But even local businesses and service providers should pay attention and start investing in owned platforms.
Q7: Should I stop blogging or publishing content?
A: Not at all! Content is still powerful—but think of it as a tool for building trust and brand recognition, not just getting clicks. Quality, helpful content can help people remember you, even if they don’t click right away.
Q8: How do I track whether AI Overviews are affecting me?
A: Keep an eye on your:
- Organic traffic trends in Google Analytics
- Click-through rates (CTR) in Google Search Console
- Keyword performance using SEO tools like Ubersuggest, Moz, or Semrush
If your rankings stay the same but traffic drops, AI Overviews might be playing a role.