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When Less Website Traffic Doesn’t Always Spell Less Impact

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Around the globe people, small businesses and even large enterprises are currently concerned about the drop in traffic to their sites. Whilst it might look worrying to see website visits dropping everywhere, it doesn’t always mean people aren’t interested. Instead, what is happening is the way we search for and use information online is changing, mostly because of things like Google’s Search Generative Experience (SGE) and the rise of zero-click searches. Did you know that these days, nearly 60% of searches around the world finish without anyone clicking through to a website. In fact in the United States, by March 2025, only about 40% of searches actually led people to visit other sites. So, it’s not that the audience has disappeared, it’s just that how we find answers online is evolving, in many ways its how we are utilising AI that is causing the distortion.

The Traffic Paradox

The traffic paradox is exactly that, it’s a paradox, an illusion, you don’t see the traffic, but it is still there. However it’s much easier to explain than the Schrodinger’s cat paradox!  In a nutshell fewer people landing on your website doesn’t always mean your audience has disappeared. Take Healthline and Investopedia, for example. Even though they saw a drop in direct visits, their expertise kept showing up in Google’s AI-generated summaries, so their names actually reached more people than before. The same goes for TechRadar. Early in 2025, their website visits dipped, but their reviews and guides kept cropping up in SGE results, helping them stay a trusted source for tech advice, even if readers didn’t click through to the site.

Brands like The Spruce and Runner’s World have also had a similar experience. Their expert tips and advice are regularly featured in zero-click summaries, so people searching for DIY ideas or running guidance keep seeing these familiar names, which helps build trust, even without a traditional website visit! The visibility is still there, it’s just different.

For the big names in health it’s also the same story, brands like the Mayo Clinic and the National Institutes of Health (NIH) will have seen huge drops in traditional traffic. However their advice now often appears in Google’s AI Overviews when people search for symptoms or treatments, meaning their expertise reaches millions, regardless of whether anyone actually clicks through to their sites. When someone wants quick answers about their health, Mayo Clinic’s guidance is often front and centre in the summary, giving them a huge amount of influence beyond the old “click the blue link” approach. Have a think, how many times have you googled something like “what could a red rash on my childs cheek indicate?” only for the AI result to give you an immediate answer and for you not to need to click through to a website for more information. (disclaimer: I don’t advocate for googling medical advice, AI is not ‘yet’ able to diagnose so leave Dr Google at home and pick up the phone if you are ever concerned)

The bottom line? Website traffic isn’t the only measure of success. If your business is still getting sign-ups, conversions, or strong brand recognition, a drop in clicks may not matter all that much. In fact, those who adapt (including you) by focusing on fresh, accurate information can actually grow their influence, even if fewer people are landing directly on their websites.

Why SGE and Zero-Click Searches Matter


SGE Summaries: Google’s Search Generative Experience (SGE) has completely changed the way we find information online. Instead of just showing a list of blue links, Google now creates AI-powered summaries that pull together advice from trusted names across the web. For example, TechRadar’s expert opinions often crop up in these overviews, even if fewer people are clicking straight through to their website. And it’s not just the tech world, well-known health and finance sites like Healthline and Investopedia also have their guidance featured regularly in these AI summaries. This kind of exposure is brilliant for building brand recognition, but it also means the rules of the game are shifting. These days, being seen as a reliable authority matters just as much (if not more) than simply getting lots of clicks to your site.

Zero-Click Searches: By 2025, nearly two out of every three searches are ending right there on Google’s results page, especially when people just want a quick answer or a simple product tip. More and more, folks are happy with the instant information they see at the top, so they don’t bother clicking through to the website that provided it. This shift means that sites full of evergreen advice or how-to guides might notice fewer visitors and less interaction, even if they’re showing up high in the search rankings. These days, it’s not just about being number one in Google; it’s about being seen as a trusted name within those AI-powered summaries that people actually read.

What This Means for Businesses and Publishers

The shift from old-school SEO to AI-generated summaries is a bit of a mixed bag, it’s got its challenges, but there’s plenty of opportunity too. If you’re a business that keeps putting out fresh, reliable information, you’re much more likely to pop up in these new AI overviews, which can really boost your reputation even if your website traffic isn’t quite what it used to be. On the flip side, if you’re still relying on outdated posts or old SEO tricks, you’ll probably find yourself slipping down the pecking order, the AI is always on the lookout for the most up-to-date and trustworthy sources. The businesses that put real effort into sharing genuine expertise and regularly updating their content are the ones who’ll thrive as things change, because these days, what matters most is being recognised and trusted by both real people and the AI, not just chasing after clicks.

When Falling Website Traffic Should Raise Red Flags

However, don’t get complacent if you do notice a drop in visits, sometimes it’s not just a numbers game, a drop in visitors can actually mean something’s wrong.

Here are a few clear warning signs to watch out for:

Lead quality drops off: If you’re running a smaller blog or niche site, you might find it’s not just fewer people signing up for your newsletter or converting, but the leads themselves aren’t as strong. These days, people often get the answers they’re after straight from the AI summary, so they’re less likely to click through and stick around, missing those chances to build a real connection.

Competitors steal the limelight: In areas like DIY projects or fitness, big names like The Spruce and Runner’s World are front and centre in AI summaries. This means lesser-known brands often get overshadowed, as the AI tends to favour familiar faces, making it even tougher for newcomers to get noticed.

Too much faith in organic SEO: If your business is banking solely on organic search to bring in traffic, you’re on shaky ground. With AI summaries now handing out answers directly on Google, visits can plummet unexpectedly, leaving you scrambling for attention.

Outdated content gets left behind: The AI loves up-to-date, authoritative information, so if your site isn’t refreshed regularly, it’s likely to slip down the rankings. Old, static content just doesn’t cut it any more, and you could lose both your visibility and your audience’s trust.

All of this just goes to show, it’s time for businesses to rethink how they do things. Keeping your status as an expert is important, but so is making sure you’re still generating leads and getting people involved. In a world where AI summaries rule the roost, sticking to old-school SEO or letting your pages gather dust won’t get you far. The way forward is to invest in fresh, trustworthy content and find new ways to reach your audience, setting yourself up for long-term success.

Old SEONew SEO
Focused on website trafficFocused on conversions, engagement, and brand value
Measured success by pageviewsMeasured success by meaningful actions
High risk, little differentiationResilience and stronger positioning
Shallow engagementSustainable growth
Chasing clicksBuilding authority and meaningful outcomes

Remember as search changes, it’s not just a numbers game any more. It’s about really showing what you know, keeping an eye on what truly makes a difference, and connecting with your audience in a way that actually means something. If you want to get ahead, you need to focus on earning a reputation for expertise, finding new ways to reach people, and making sure your audience feels genuinely involved. In this new world shaped by AI, those personal touches and real connections matter more than ever.

Staying Ahead of the Competition

With AI and zero-click searches shaking things up, sticking to old ways just won’t do. Success now means changing tack, putting expertise and real connections first, and making sure you’re not relying on just one way to attract visitors. Here’s what you can do to stay ahead in 2025:

Own your niche: The top brands are doubling down on specialist content that meets the needs of a specific audience. Runner’s World, for example, has become the go-to for running advice by consistently ranking for targeted, intent-driven searches. This sort of depth makes the brand indispensable to fans and ensures it’s frequently cited in both user searches and AI results.

Offer experiences AI can’t match: More businesses are creating interactive tools, quizzes, and tailored experiences that go beyond static content. These personalised touches (like training plans or product finders) are hard for AI to summarise, encouraging visitors to stick around and interact directly with the brand.

Build brand authority: Sites that publish original research, thorough analysis, or expert opinions are more likely to be cited in AI overviews and trusted by readers. This sort of authority is built up over time with transparent methods, recognised experts, and advice people can really use.

Diversify how you reach your audience: Relying on just organic search is risky with algorithms always changing. Leading companies are building strong email lists, lively social communities, and strategic partnerships. This broad approach cushions against sudden changes and lets brands connect with their audience more directly.

Measure what matters: The most successful businesses are less focused on pageviews and more on meaningful results, like conversions, customer loyalty, and deeper engagement. By tracking things like sign-ups and repeat visits, they make sure their marketing supports real growth, whatever the latest search algorithm is up to.

Final Thoughts

Now you understand how AI and zero-click searches are changing the game, clinging to old habits just isn’t enough any more. If you want to succeed, it’s time to switch gears, focus on what you know best, build genuine relationships, and whatever you do don’t put all your eggs in one basket when it comes to attracting visitors. Here’s what’s actually working as we head through 2025 and into 2026:

Find your sweet spot: The most successful brands are those that really hone in on what their audience cares about most. I know I’ve harped on about Runner’s World several times, but they’ve become the go-to for running advice because they consistently show up in searches that matter to keen runners. By going deep rather than broad, they’ve made themselves essential, featuring not just in user searches but in AI-generated results too, and more importantly they have gained users trust.

Offer something AI can’t: More businesses are stepping up with interactive tools, quizzes, and tailored experiences that go beyond just words on a page. Things like personalised training plans or product finders keep people engaged and give them reasons to stick around, rather than just skimming and moving on. These experiences are tough for AI to summarise, so visitors have a reason to connect directly with your brand, click on your link and interact with your site

Earn trust and authority: Brands that share original research, thoughtful analysis, or expert opinions stand out, not just with readers but in AI overviews too. Building this kind of authority takes time; it’s about being open about how you do things, working with trusted experts, and giving advice that people can actually use and benefit from. If you are adding benefit to your users then they will benefit you also. Its symbiosis at its best.

Mix things up: Depending solely on organic search is a risky move when algorithms can change overnight. Smart companies are investing in email newsletters, building lively social media communities, and forming strategic partnerships. This way, if one channel falters, they’ve got plenty of ways to keep in touch with their audience. Omnichannel for the win!

Focus on what really counts: The most resilient businesses aren’t chasing pageviews, they’re looking at what truly matters, like conversions, loyal customers, and deeper engagement. By paying attention to things like sign-ups and repeat visits, they make sure their marketing is helping their business grow, no matter what Google or the latest search tech is up to.

To sum up:

Seeing your website traffic drop doesn’t mean SEO is dead, it just means it’s changing. The winners will be those who adapt, welcome AI-driven search, and measure success by real results, not just clicks. This new landscape isn’t just a challenge, it’s a chance to shine.

If you want to learn more:

Introduction & Traffic Paradox

Why SGE and Zero‑Click Matter

Warning Signs

Competitive Positioning Framework

Gaining an Edge on Competitors

Closing Vision

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