Why search traffic is falling
Google is changing the SERP: AI Overviews and AI Mode deliver an answer directly on the results page. Users get the result without a click, and sites lose visits even from the top 3 positions.
Zero-click search: the answer appears instantly, and users have no motivation to open a page.
Media and news portals lose up to 28–40% of organic traffic; content sites and blogs even more. Google boosts short, structured content that’s easy for AI to quote.
Who is hit hardest
- Media and news: AI gives a short answer, users skip the article.
- Content projects (recipes, DIY, health): AI shows step-by-step guides right away.
- Even top-3 results lose clicks when the AI block covers the user intent.
Winners are those who format information so AI uses it as a source and users still see value in visiting.
How the SERP is changing
Google prioritizes content that is easy for algorithms to parse: clear definitions, lists, short paragraphs, and structured data. Unstructured pages appear less in AI Overviews and lose visibility.
What businesses should do
Falling organic traffic is a signal to adapt. Build content and channels to get exposure in AI blocks and reduce dependency on organic only.
Optimize content for AI (AEO)
Provide short, precise blocks AI can quote easily:
- definitions and checklists right under subheadings;
- FAQ with concise answers;
- clear structure: H2/H3, lists, tables.
Use structured data
Schema.org markup helps search understand meaning: add Article, FAQ, HowTo, Product where relevant. This boosts expertise signals and chances to appear in AI answers.
Work on citations and E-E-A-T
AI composes answers from multiple sources. To be among them you need unique viewpoints, research references, and verified authorship.
Publish expert content, join collaborations and guest posts, refresh articles in fast-changing topics. This strengthens trust and increases AI block presence.
Create multimedia and diversify traffic
Google AI uses text, video, images, and audio. Add infographics, short videos, expert audio to increase chances across SERP elements.
Develop parallel channels so you are not dependent on organic alone.
| Channel | Benefits | Implementation notes |
|---|---|---|
| Google Ads | Fast results, precise targeting | Needs budget and ongoing optimization |
| Social media | Engagement and trust | Requires regular content and activity |
| Email marketing | Direct contact, high conversion | Needs segmentation and useful flows |
| Content marketing | Long-term brand growth and citations | Requires a publishing plan and editing content strategy |
Stay on top of Google updates
AI Mode features are tested in Labs. Follow Google Search Central Blog, Google AI Blog, and Search Status Dashboard to adapt quickly.
Bottom line
AI Overviews take part of the clicks, but brands that implement AEO, structured data, and multimedia early gain visibility in new blocks and keep lead flow.
Sources
- Google Search Central Blog
- Google AI Blog
- Google Search Status Dashboard
- schema.org guidelines
- Google Quality Rater Guidelines (E-E-A-T)
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