If you’ve been running a business, managing a website, or even just dabbling in SEO, you’ve probably noticed something unsettling over the past year. Your search traffic is dropping. And it’s not just a little dip—it’s a 10% to 30% decline for most people.
What’s going on? Why are those hard-earned clicks vanishing into thin air? And more importantly, what can you do about it?
I was recently part of a conversation that broke this down in a way that made me stop and think. It all started with an email from a founder who’s running a $100M+ revenue company. She was baffled. Her team was seeing a significant drop in demos and interest coming from search.
Her question was simple: “What’s happening with search disruption, and how do we adapt?”
If you’re asking the same thing, you’re not alone. Let’s dive into what’s really going on and how you can navigate this new era of search.
The Search Disruption: What’s Really Happening?
First, let’s talk about the elephant in the room. Search engines, especially Google, are changing. And it’s not just a small tweak here and there. The way people search, the way results are delivered, and the way businesses get traffic—it’s all shifting.
Here’s the kicker: AI-driven search engines are taking over. You’ve probably heard of tools like ChatGPT, Perplexity, and others. These aren’t just fancy chatbots—they’re redefining how we find information online.
Think about it. When was the last time you Googled something and actually clicked on a link? If you’re like most people, you’re probably skimming the AI-generated snippets at the top of the page and calling it a day.
That’s the problem. These AI overviews are giving people the answers they need without ever having to visit your website. And it’s not just Google. Other AI-driven search engines are doing the same thing, pulling data from multiple sources and serving it up in a neat little package.
So, what does this mean for you? If your business relies on informational content—think blog posts, resources, or articles—you’re likely feeling the pinch. Traffic to these types of pages is down across the board.
But here’s the thing: it’s not just about traffic. It’s about how people are interacting with search engines in the first place. The old model of “search, click, browse” is being replaced by “ask, get answer, move on.”
Why AI Search Is a Game-Changer
Let’s break this down a bit more. Why is AI search such a big deal? And why is it causing so much disruption?
For starters, AI search engines are faster and more efficient. Instead of sifting through pages of results, users can ask a complex question and get a detailed answer in seconds.
Take this example: Imagine you’re the CMO of a company and you want to know how your marketing stacks up against your competitors. In the past, you’d have to spend hours researching, compiling data, and analyzing results.
Now, you can type a query into an AI search tool and get a comprehensive breakdown in minutes. It’ll identify your competitors, rank your performance across SEO, social media, advertising, and more, and even suggest tactics to improve.
That’s the power of AI search. It’s not just answering questions—it’s doing the heavy lifting for you.
But here’s the catch: this convenience comes at a cost. When AI tools pull data from multiple sources to craft a single answer, they’re essentially bypassing the need for users to visit those sources.
In the example above, the AI might pull data from 20 different websites to create that detailed response. But how many of those sites do you think will actually get a click? Maybe one or two, if you’re lucky.
This is the new reality of search. The traffic you used to get from informational queries is drying up because AI is doing the work for your audience.
If you’re looking to boost your site’s traffic with AI, this success story shows how businesses are leveraging AI tools to stay ahead in the search game.
What’s Happening to Google?
Now, let’s talk about Google. Love it or hate it, Google has been the king of search for decades. But even the king isn’t immune to disruption.
Google’s market share is slowly declining, and the click-through rate from its search results is dropping. Why? Because of those AI overviews.
When Google serves up an AI-generated answer at the top of the page, users don’t need to click through to your site. They get the gist of what they’re looking for right there.
And it’s not just happening in English. Google is rolling out these AI overviews in multiple languages, which means the impact is going global. If you’re a business that operates in multiple markets, this is something you need to pay attention to.
But here’s the thing: Google isn’t the only player in the game anymore. AI-driven search engines like ChatGPT and Perplexity are gaining traction, and they’re offering a better user experience in many cases.
For example, Perplexity has a feature called “Perplexity Pages,” where it creates long-form, AI-generated content on specific topics. These pages are designed to be the ultimate resource for a given keyword, pulling data from multiple sources and presenting it in a single, easy-to-read format.
Sound familiar? It’s like Wikipedia, but powered by AI. And it’s just one example of how these tools are changing the game.
What Does This Mean for Your Business?
So, where does this leave you? If you’re seeing a decline in search traffic, what can you do about it?
First, let’s be clear: this isn’t a temporary blip. The shift to AI-driven search is here to stay, and it’s only going to accelerate.
That means you need to start thinking about how to adapt. Here are a few key takeaways:
1. Diversify Your Traffic Sources
Relying solely on search traffic is no longer a viable strategy. As AI continues to disrupt the search landscape, you need to explore other channels.
Social media, video marketing, influencer partnerships—these are all areas where you can start building a presence. The goal is to create multiple streams of traffic so you’re not overly dependent on any one source.
2. Focus on Awareness, Not Just Clicks
In the past, search was a direct driver of traffic and conversions. But with AI search, the game is changing.
Now, it’s more about awareness. When your brand or content is mentioned in an AI-generated answer, it creates visibility. Even if users don’t click through to your site, they’re still being exposed to your brand.
This means you need to think about how to make your content more discoverable and authoritative. The more mentions and links you have, the more likely you are to show up in AI search results.
3. Experiment with New Formats
AI search tools are pulling data from a wide range of sources, so it’s worth experimenting with different content formats.
Long-form articles, videos, infographics—these are all formats that can help you stand out. The key is to create content that’s valuable and shareable, so it’s more likely to be picked up by AI tools.
At the end of the day, the search landscape is changing, and it’s changing fast. But with the right strategies, you can not only survive but thrive in this new era.
How to Adapt to the New Era of Search
Alright, let’s get into the nitty-gritty. You know the problem—search traffic is dropping, and AI is changing the game. But what can you actually do about it? How do you adapt to this new era of search without losing your mind or your business?
I’ve been digging into this, and here’s the thing: there’s no one-size-fits-all solution. But there are strategies you can start implementing today to stay ahead of the curve. Let’s break it down.
1. Rethink Your Content Strategy
First things first: your content strategy needs a refresh. If you’re still cranking out blog posts just for the sake of SEO, it’s time to rethink.
AI search engines are pulling data from multiple sources to create comprehensive answers. That means your content needs to be more than just informative—it needs to be authoritative.
Here’s an example. Let’s say you run a website about fitness. In the past, you might’ve written a blog post titled “10 Best Exercises for Weight Loss.” That’s fine, but in the age of AI search, it’s not enough.
Instead, you need to create content that’s so detailed and valuable that AI tools can’t ignore it. Think long-form guides, in-depth tutorials, or even interactive content. The goal is to become the go-to source for your niche.
And don’t forget about social proof. AI tools are more likely to pull data from sources that have a lot of backlinks, mentions, and shares. So, focus on creating content that people want to link to and talk about.
To stay ahead, learn how to write for AI search engines and create content that aligns with how AI tools interpret and deliver information.
If you’re on a tight budget, check out this guide on how to do SEO for free to maximize your efforts without breaking the bank.
2. Embrace Video and Visual Content
Here’s a trend you can’t ignore: video is eating the internet. And it’s not just for entertainment—it’s becoming a key part of the search experience.
AI search engines are starting to integrate video and other media into their results. That means if you’re not creating video content, you’re missing out.
Think about it. When someone asks an AI tool for a tutorial or a how-to guide, what’s more helpful: a text-based article or a step-by-step video?
Exactly.
So, start experimenting with video. You don’t need a Hollywood budget—just a smartphone and a good idea. Create tutorials, product demos, or even behind-the-scenes content. The key is to provide value in a format that’s easy to consume.
And don’t forget about other visual content like infographics and charts. These are gold for AI search engines because they’re easy to pull data from and present in a user-friendly way.
3. Double Down on Social Media
If you’re not already on social media, now’s the time to get serious. Social platforms are becoming a key part of the search ecosystem, and they’re a great way to drive traffic and build awareness.
Here’s why: social media is where people are spending their time. And AI search engines are starting to pull data from social platforms to provide more comprehensive answers.
For example, if someone asks an AI tool for the latest trends in digital marketing, it might pull data from Twitter threads, LinkedIn posts, or even TikTok videos.
That means your social media presence is more important than ever. Start by identifying the platforms where your audience hangs out. Then, create content that’s tailored to those platforms.
And don’t just post for the sake of posting. Engage with your audience, join conversations, and build relationships. The more active you are on social media, the more likely you are to show up in AI search results.
4. Experiment with Influencer Marketing
Here’s a trend that’s gaining traction: influencer marketing is outperforming traditional paid advertising. And in the age of AI search, it’s becoming even more important.
Why? Because influencers have built trust with their audiences. When they recommend a product or service, people listen. And AI search engines are starting to take notice.
For example, if someone asks an AI tool for the best skincare products, it might pull data from influencer reviews and recommendations.
So, start building relationships with influencers in your niche. You don’t need to go after the big names—micro-influencers can be just as effective, if not more.
The key is to find influencers who align with your brand and values. Then, collaborate on content that provides real value to their audience.
5. Focus on Local Search
Here’s something that often gets overlooked: local search is still a goldmine. While AI search is disrupting the broader search landscape, local queries are still a key driver of traffic for many businesses.
Think about it. When someone searches for “best coffee shop near me,” they’re not looking for an AI-generated answer—they’re looking for a specific recommendation.
That’s where you come in. If you’re a local business, now’s the time to double down on your local SEO strategy.
Start by optimizing your Google My Business profile. Make sure your business information is accurate and up-to-date. Then, focus on getting reviews and building your online reputation.
And don’t forget about local content. Create blog posts, videos, or social media content that’s tailored to your local audience. The more you can dominate local search, the more traffic you’ll drive to your business.
For small businesses, local SEO for small businesses is a game-changer, helping you dominate your local market and attract nearby customers.
6. Stay Ahead of the Curve with AI Tools
Here’s the thing: you can’t fight AI—you have to embrace it. And that means using AI tools to your advantage.
For example, AI tools can help you analyze your competitors, identify content gaps, and even generate ideas for new content. The key is to use these tools to enhance your strategy, not replace it.
Let’s say you’re struggling to come up with new blog post ideas. You can use an AI tool to analyze your competitors’ content and identify topics that are performing well. Then, create your own spin on those topics.
Or, if you’re looking to optimize your existing content, you can use AI tools to analyze your performance and identify areas for improvement.
The possibilities are endless. The key is to stay curious and keep experimenting.
As AI-powered SEO tools continue to evolve, finding the right balance between traditional and AI-driven strategies will be crucial.
If you’re looking for cost-effective solutions, these free keyword research tools can help you identify the right keywords for your AI-driven content strategy.
7. Build a Community
Here’s a strategy that’s often overlooked: building a community. In the age of AI search, communities are becoming a key source of information and recommendations.
Think about it. When someone asks an AI tool for advice on a specific topic, it might pull data from forums, Reddit threads, or even Facebook groups.
That means if you can build a strong community around your brand, you’re more likely to show up in AI search results.
Start by creating a space where your audience can connect and share ideas. This could be a Facebook group, a Slack channel, or even a forum on your website.
Then, focus on providing value. Share tips, answer questions, and foster conversations. The more engaged your community is, the more likely it is to show up in AI search results.
8. Keep an Eye on the Future
Finally, stay informed. The search landscape is changing fast, and what works today might not work tomorrow.
That means you need to stay on top of the latest trends and developments. Follow industry blogs, attend webinars, and join communities where people are talking about AI and search.
And don’t be afraid to experiment. The businesses that succeed in this new era of search will be the ones that are willing to take risks and try new things.
So, keep an open mind, stay curious, and keep pushing forward. The future of search is here, and it’s up to you to adapt and thrive.
Specific Tactics to Protect Your Traffic and Stay Ahead
By now, you’ve got a solid understanding of why search traffic is dropping and how AI is reshaping the game. But let’s get tactical. What specific steps can you take to protect your traffic and stay ahead in this new era of search?
Here’s the deal: you can’t just sit back and hope for the best. You need to take action. And I’m not talking about vague advice—I’m talking about concrete, actionable steps you can start implementing today. Let’s dive in.
1. Optimize for AI Search Intent
First, let’s talk about search intent. In the past, optimizing for search intent meant understanding what users were looking for and creating content that matched their queries.
But with AI search, the game has changed. Now, you need to think about how AI tools interpret and deliver information.
For example, if someone asks an AI tool, “What’s the best CRM for small businesses?” the tool might pull data from multiple sources to create a comprehensive answer.
So, how do you optimize for this? Start by creating content that answers specific, detailed questions. Think about the queries your audience is likely to ask and create content that provides clear, concise answers.
And don’t forget about structured data. AI tools rely on structured data to understand and categorize information. By adding schema markup to your content, you can make it easier for AI tools to pull and present your data.
To stay competitive, you need to find the right keywords for SEO that align with both user intent and AI-driven search algorithms.
Learn more about how to use schema markup for SEO to improve your chances of showing up in AI-generated answers.
2. Create Content That’s Hard to Ignore
Here’s the thing: AI tools are only as good as the data they pull. If your content is thin or generic, it’s not going to show up in AI search results.
So, how do you create content that’s hard to ignore? Start by focusing on depth and quality. Instead of churning out 500-word blog posts, create in-depth guides, case studies, or research-backed articles.
For example, if you’re in the fitness niche, don’t just write a generic post about weight loss. Create a detailed guide that covers everything from nutrition to workout plans to mental health.
The goal is to create content that’s so valuable that AI tools can’t help but pull data from it.
3. Leverage User-Generated Content
Here’s a strategy that’s often overlooked: user-generated content (UGC). UGC is a goldmine for AI search engines because it’s authentic, diverse, and constantly updated.
Think about it. When someone asks an AI tool for product recommendations, it might pull data from customer reviews, forum discussions, or social media posts.
So, how do you leverage UGC? Start by encouraging your audience to share their experiences. Run contests, ask for reviews, or create a hashtag for your brand.
Then, showcase that content on your website and social media channels. The more UGC you have, the more likely you are to show up in AI search results.
4. Invest in Video SEO
We’ve already talked about the importance of video content, but let’s take it a step further. Video SEO is becoming a key part of the search ecosystem, and it’s something you can’t afford to ignore.
Start by optimizing your video titles, descriptions, and tags. Use keywords that your audience is likely to search for, and make sure your videos are easy to find.
And don’t forget about transcripts. AI tools rely on text to understand and categorize video content. By adding transcripts to your videos, you can make it easier for AI tools to pull and present your data.
5. Build a Strong Backlink Profile
Here’s something that hasn’t changed: backlinks are still a key ranking factor. And in the age of AI search, they’re more important than ever.
Why? Because AI tools are more likely to pull data from sources that have a strong backlink profile. The more authoritative your site is, the more likely it is to show up in AI search results.
So, how do you build a strong backlink profile? Start by creating content that people want to link to. Think about the types of content that get shared and linked to in your niche, and create your own version.
Then, reach out to other websites and influencers in your niche. Ask them to link to your content, or collaborate on a project that generates backlinks.
If you’re looking to get free backlinks, this guide offers actionable tips to improve your site’s authority and visibility.
6. Monitor Your Performance
Here’s the thing: you can’t improve what you don’t measure. If you’re not monitoring your performance, you’re flying blind.
Start by tracking your search traffic, rankings, and conversions. Use tools to analyze your performance and identify areas for improvement.
And don’t forget about AI-specific metrics. Track how often your content is pulled into AI-generated answers, and monitor your visibility in AI search results.
The more data you have, the better equipped you’ll be to adapt and thrive in this new era of search.
To stay on top of your game, learn how to check search engine rankings and track your progress over time.
7. Stay Agile and Experiment
Finally, stay agile. The search landscape is changing fast, and what works today might not work tomorrow.
That means you need to be willing to experiment and adapt. Try new formats, test new strategies, and keep an eye on the latest trends.
For example, if you notice that video content is performing well, double down on it. If you see an opportunity to leverage UGC, go for it.
The key is to stay curious and keep pushing forward. The businesses that succeed in this new era of search will be the ones that are willing to take risks and try new things.
FAQs: Your Burning Questions Answered
Alright, let’s tackle some of the most common questions I’ve been hearing about AI-driven search and how it’s impacting businesses. These are the questions that keep people up at night, so let’s break them down.
1. Is SEO Dead Because of AI Search?
No, SEO isn’t dead—it’s evolving. While AI search is changing the way people find information, SEO is still a key part of the equation. The difference is that you now need to optimize for AI tools as well as traditional search engines.
2. Will AI Search Completely Replace Google?
It’s unlikely that AI search will completely replace Google, but it’s definitely changing the game. Google is already integrating AI into its search results, and other AI-driven search engines are gaining traction. The key is to adapt to this new landscape.
3. How Can I Get My Content to Show Up in AI Search Results?
To get your content to show up in AI search results, focus on creating high-quality, authoritative content that answers specific questions. Use structured data, build a strong backlink profile, and optimize for AI search intent.
4. Should I Stop Creating Blog Posts?
No, you shouldn’t stop creating blog posts—but you should rethink your strategy. Focus on creating in-depth, valuable content that’s hard to ignore. And don’t forget to experiment with other formats like video and UGC.
5. How Do I Track My Performance in AI Search?
Tracking your performance in AI search can be tricky, but it’s not impossible. Start by monitoring how often your content is pulled into AI-generated answers, and track your visibility in AI search results. Use tools to analyze your performance and identify areas for improvement.
6. What’s the Best Way to Adapt to AI Search?
The best way to adapt to AI search is to stay informed and be willing to experiment. Focus on creating high-quality content, optimize for AI search intent, and explore new formats like video and UGC.
7. Will AI Search Affect Local Businesses?
Yes, AI search will affect local businesses, but not in the same way as it affects global businesses. Local search is still a key driver of traffic, so focus on optimizing your local SEO strategy and building your online reputation.
8. How Can I Stay Ahead of the Curve?
To stay ahead of the curve, stay informed about the latest trends and developments in AI and search. Experiment with new strategies, monitor your performance, and be willing to adapt. The businesses that succeed in this new era of search will be the ones that are willing to take risks and try new things.
Ready to Dominate the New Era of Search?
And there you have it—everything you need to know about adapting to the new era of search. It’s a wild ride, but with the right strategies, you can not only survive but thrive.
If you’re ready to take your SEO game to the next level and future-proof your traffic, let us help.
At DastmyerSEO.com, we specialize in AI-driven SEO strategies tailored to your business, ensuring your content stays visible, authoritative, and ahead of the curve. Don’t just adapt—dominate.
Book a free call with one of our experts to discuss how we can transform your search presence together.
