By Eric Peterson
Digital Media Intern, Lessiter Media
epeterson@lessitermedia.com
AI Search is changing how users obtain information online and how businesses drive traffic. Traditional SEO strategies are being disrupted by tools like Google AI Overview, ChatGPT, and Perplexity. These platforms provide users with concise responses, resulting in fewer clicks to websites. While traffic from traditional search engines may decline, users who visit a site after engaging with AI-generated content are typically more intentional and better informed. As a result, the quality of traffic can improve, presenting new opportunities for businesses.
As more users turn to AI-powered search engines for answers, traditional SEO strategies are no longer enough for organizations to stay visible. Businesses that rely on appearing in search results through keywords and backlinks may see a drop in visibility if their content is not structured in a way that AI systems can easily analyze and reference in their responses.
To remain competitive, organizations should transition to a hybrid strategy: maintain strong foundational SEO practices while also optimizing content for how AI-powered search engines select and present information. Organizations should rethink their content strategies with AI in mind by structuring their content around specific questions and answers, and focusing on clarity, credibility, and originality. It's no longer enough to simply appear on a results page, instead your content needs to be the kind that AI search engines favor and include in their answers shown to the users.
Check out the infographic below to see how AI Search is impacting SEO traffic!
