AI and SEO: why your website traffic is dropping and simple steps to fix it

If you’ve been keeping an eye on your website’s traffic or simply using Google yourself lately, you’ve likely noticed a significant shift. For many businesses the introduction of Artificial Intelligence (AI) has led to a significant drop in website traffic. AI in search has and will continue to fundamentally change how we find what we’re looking for online.

For business owners, especially small to medium sized businesses this can feel pretty concerning and outright unfair, but don't worry, you don't need to be a tech wiz to stay ahead. Here is a look at what’s happening and how you can make sure your business stays visible in the new "generative search" era.

What is generative search?

Think back to how search engines used to work: you’d type in a phrase, and Google would give you a list of links to click on. Today, that experience is being side-lined by something smarter and more conversational.

Whether it is Google’s "AI Overviews" at the top of your search results or tools like ChatGPT, search engines are now attempting to answer your questions directly. Instead of pointing you to a website, the AI reads several pages and writes a summary for you. It’s like having a very smart assistant who reads the whole internet and gives you a rundown.

Why does this matter for your business?

The big change is that people are now getting answers without ever leaving the search page. This leads to what experts call "zero-click searches."

If someone searches for "How to fix a leaky tap," Google might give them a step-by-step AI guide immediately. In the past, they would have clicked on a local plumber’s blog post to get that information, which was great for brand exposure and could even result in new leads for the plumber. Now, they might get the answer and never visit the plumber’s site, even though the AI may have used the plumber's content in the answer!

While this might sound horrendously unfair, it’s not all doom and gloom. It simply means our strategy needs to shift from just "getting clicks" to "being the most trusted source."

Tips for staying visible in the AI era

So, how does a business thrive when the rules of the game are changing? Here are a few pointers anyone can implement:

1. Focus on your "real world" authority

AI is great at summarising facts, but it can’t replicate your expertise or your unique business story. To stand out, lean into your reputation or USP. Encourage customer reviews on Google and make sure your "About Us" page highlights your years of experience, your local community involvement, and your professional credentials. AI tends to trust sources that show real-world authority.

2. Answer questions directly

If you want to appear in those AI-generated summaries, you need to make it easy for the AI to find your answers. A great way to do this is by adding a "Frequently Asked Questions" section to your website. Use clear, simple language and reference authoritative sources where relevant. Lean into your expert knowledge; if you are a local accountant, you could write a blog post titled "3 Things Small Businesses in [town name] Need to Know About Tax." Use headings and bullet points to make your information easy for both humans and AI to read.

3. Don’t forget the basics

Even with all this new tech, the old-school SEO basics still apply. Your website needs to be fast, it must work perfectly on mobile phones, and your contact details (phone number and address) need to be consistent across the web. If your site is a mess, the AI is unlikely to recommend it, as its main goal is to be the best and most useful it can be for the searcher.

4. Think beyond the search bar

Because search engines are becoming more competitive, it is a good idea to ensure you aren't putting all your eggs in one basket. Engage with your audience on social media, build an email newsletter, or get involved in local chamber events. Creating a brand that people search for by name is the best way to protect yourself against algorithm changes.

The bottom line

AI is here to stay, and while it might mean less clicks to your website compared to pre-generative search times, it also offers a chance to focus on being and proving you are the go to expert in your field.

The goal hasn't changed: provide value to your customers. If you continue to create helpful, honest, and authoritative content, the search engines (and the AI bots) will eventually follow suit.

Liam Phillips is Head of SEO and Data at Creative Blend. Find out more on their website here.

This is part of a new series we’re running with Chamber members, picking out different experts working in the areas of business you most frequently ask us for advice or expertise on. Keep your eyes peeled for more installments on finance, marketing, sales, productivity and more.

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk