How to Stay Competitive as AI Disrupts Website Traffic

Googled something currently? Likelihood is you may have, since Google processes about 9.1 billion searches each single day.

So that you’ve most likely seen — and possibly even used — a Google AI Overview. It’s that abstract field on the prime of search outcomes that tries to reply your query immediately, with out requiring a click on.

The characteristic first rolled out in Could 2024, and a latest evaluation estimates that Google’s AI Overview seems on about 21% of all searches, with sure queries extra more likely to set off it. For instance:

As AI search and AI summaries develop — they usually’re anticipated to develop massively — the result is extra eyeballs on AI and fewer clicks to precise web sites.

We’re already seeing the fallout. Web site visitors trackers present that 88% of main U.S. information websites misplaced visitors between July 2024 to July 2025, with declines averaging 24.9%. Forbes was hit hardest, shedding 50% of its guests and later revealing that referral visitors dropped 40%.

Entrepreneurs are more likely to really feel the squeeze, too. For my enterprise, PostcardMania, our leads had been down to begin final yr, however we managed to rebound and ended up setting a brand new all-time excessive for leads generated final yr: 149,028.

Right here’s how good companies proceed to develop leads in an AI-first world.

Create content material that addresses particular questions folks may ask AI

AI doesn’t invent solutions — it pulls them from present content material. The companies that win AI citations are those supplying clear, particular, authoritative solutions to the precise questions prospects are asking.

So ditch the broad, fluffy weblog posts. You want deep, targeted content material designed to reply actual questions your prospects are asking AI. Questions like:

“How a lot does ___ value?”

“Is ___ value it for a small enterprise?”

“What’s the distinction between ___ and ___?”

“What errors ought to I keep away from when selecting ___?”

The aim isn’t simply rating — it’s changing into the reply that AI provides. That requires:

Headlines and subheads that ask the precise questions prospects are more likely to ask (see above)

Plain-language explanations (no jargon)

Actual-world examples like case research

Clear pros-and-cons lists (a standard AI question!)

The secret is to provide AI with content material it will possibly simply summarize and even pull instantly out of your website. This ensures AI will point out your online business in its outcomes, which creates an impression with prospects. That is the way you shift from chasing clicks to constructing authority.

The subsequent step is to take advantage of each web site customer, so ensure that your web site is optimized to transform visitors into leads and prospects.

Create a deeper offline impression with prospects earlier than they attain for AI

There’s just one advertising channel that boasts a 5% response price with prospects whereas additionally reaching folks the place AI summaries, algorithms and advert blockers merely don’t exist.

That’s junk mail.

When accomplished accurately, junk mail:

Places your provide instantly into the fingers of your splendid prospect on the proper second

Builds model familiarity earlier than they ever search on-line

Drives 70% higher recall than digital advertisements

Sends folks to your web site in a manner that AI can’t cannibalize

With junk mail, you possibly can create a real-world expertise that anchors your online business with a prospect — lengthy earlier than they search, ask AI for suggestions or examine choices.

To get began with junk mail, focus first in your focusing on. Construct an inventory of your greatest present prospects, then work with a junk mail supplier to create an inventory of lookalike prospects in your service space who share those self same traits. Begin with a manageable viewers and decide to repeated mailings, not a one-off ship. Monitor responses with a singular telephone quantity or URL so you possibly can refine the record and steadily scale what works.

When you grasp conventional prospecting junk mail, you’ll be prepared to maneuver into junk mail automation — its newer, totally responsive cousin that’s splendid for follow-up. I like to recommend beginning with junk mail retargeting, which is only one sort of junk mail automation.

It’s precisely like on-line retargeting — the place you possibly can mechanically present follow-up advertisements to nameless web site guests after they depart your website — however mechanically triggers a mail piece somewhat than banner advertisements. I counsel focusing on guests who spend greater than 30 seconds in your website and together with a proposal in your mail piece to entice them again to transform totally, so you possibly can proceed to observe up till they shut.

Enhance your Google critiques so that you beat opponents based mostly on real-life expertise, not AI summaries

An increasing number of folks may begin their shopping for journey with AI, however prospects hardly ever purchase based mostly on an AI expertise alone. They’re nonetheless going to do their due diligence earlier than opening their wallets, and that’s the place critiques are available in.

Google critiques stay one of many strongest belief indicators for consumers. Companies with extra frequent, genuine, high-quality critiques persistently:

Stand out in native outcomes

Convert extra clicks into calls

Win belief quicker than opponents with better-looking web sites

In an AI-driven search atmosphere, critiques are social proof that AI can’t pretend.

The secret is consistency. Don’t look ahead to blissful prospects to recollect to go away a evaluation. Construct a easy, repeatable course of that asks on the proper second — after a win, a profitable service or a optimistic interplay.

When consumers see dozens (or tons of) of actual folks vouching for you at key moments once they’re prepared to purchase, it outweighs any AI-generated abstract.

AI isn’t killing advertising — it’s exposing weak methods. Companies that depend on a single visitors supply, a single channel or “set it and overlook it” website positioning will really feel the squeeze first.

However should you implement — and keep on with — every thing outlined above, you’ll diversify, keep seen and preserve exhibiting up the place your prospects truly are.

That’s the way you keep related and proceed to develop, not solely by means of this newest AI shift, however by means of no matter else may come.

Googled something currently? Likelihood is you may have, since Google processes about 9.1 billion searches each single day.

So that you’ve most likely seen — and possibly even used — a Google AI Overview. It’s that abstract field on the prime of search outcomes that tries to reply your query immediately, with out requiring a click on.