- 23.08.2025
Sergey Kozlov
In recent years, SEO has undergone radical changes, and the main reason for this is the integration of artificial intelligence into Google Search. The launch of AI Overviews and the development of AI Mode have changed user behavior. If earlier the search results encouraged users to visit websites, now Google increasingly shows a ready-made answer directly on the search results page.
Zero-click search: the user gets information instantly and sees no need to click through to a site.
- Media and news portals lose from 28% to 40% of traffic.
- Informational resources (recipes, DIY instructions, medical blogs) lose even more, since AI provides ready-made step-by-step answers.
- Even sites that are in the TOP-3 for key queries increasingly receive fewer clicks.
The situation is complicated by the fact that Google has begun to prioritize content that is more convenient for artificial intelligence: structured, concise, and easy to cite. Sites that do not adapt automatically lose visibility.
What should businesses do in the face of traffic decline due to AI Overviews and AI Mode
A decline in traffic does not mean the end of SEO. Rather, it is a signal to transform strategies. To maintain and grow their audience, businesses should focus on the following areas:
Optimize content for AI (AEO)
Content should be written so that AI can easily use it in answers.
- Clear definitions.
- Headings and lists.
- FAQ blocks with short answers.
Use structured data
Structured data — is special markup on the site that helps search engines and AI better understand the meaning of content. Google does not just analyze text but receives a clear “signal” about what exactly the page is about.
Work on being cited
AI forms answers from multiple sources. To be included, you need to create unique expert content that will be mentioned by the media and bloggers.
Additionally, you should actively work with partnerships and collaborations: guest posts, mentions in podcasts, and industry reviews increase the likelihood that your brand will become a source for Google’s generative answers. The more often a site is cited by authoritative platforms, the higher its visibility in AI summaries.
Create multimedia content
Google AI uses not only text but also video, images, and podcasts. The more diverse the formats, the higher the chance of being noticed. It is recommended to develop short explanatory videos, infographics to visualize data, podcasts with expert opinions, as well as webinars and short clips for social networks. Such content is better perceived by users and more often indexed in different formats of search results. It is also worth considering content development, since it ensures diversity of formats and regular updates.
Diversify traffic
Relying only on organic traffic is becoming risky. It is worth developing Google Ads, social networks, and email marketing. These channels not only compensate for the decline in organic traffic but also cover new audience segments: search ads can attract people with a clear intent to buy, social networks help build brand awareness and retain attention, and email marketing works as a tool for repeat sales and direct customer interaction. This helps maintain customer flow even when organic traffic drops.
| Channel | Advantages | Implementation features |
|---|---|---|
| Google Ads | Fast results, precise targeting | Requires budget and constant optimization |
| Social networks | User engagement and trust | Requires regular content and activity |
| Email marketing | Direct contact with clients, high conversion | Important to segment the list and create campaigns |
Follow Google updates
New AI Mode features are tested via Labs, and those who adapt first gain a competitive advantage. It is recommended to follow official Google sources such as Google Search Central Blog, Google AI Blog, and updates in Google Search Status Dashboard to promptly implement changes and take into account new algorithmic features.
Focus on expertise (E-E-A-T)
Google and AI trust those who look reliable. Content should be authored by experts, reference research, and be regularly updated.
It is important to specify article authorship, add information about the qualifications of specialists, and support data with references to official sources. This approach strengthens trust in the brand and increases the chances of being included in AI overviews.
In addition, it is necessary to regularly update publications, especially in areas where information quickly becomes outdated: finance, medicine, technology. This shows that the site is kept up to date and deserves greater trust from search engines.
The decline in traffic is due to the fact that Google increasingly keeps users within the search using AI Overviews. But businesses can turn this into an advantage. Those projects that implement such changes faster will not only get into AI overviews but also gain new clients through this channel.
Sources
Google Search Central Blog, Google AI Blog, Google Search Status Dashboard, Schema.org guidelines, Materials on E-E-A-T from Google Quality Rater Guidelines