AI vs SEO: How to Be Seen (and Clicked) on the Modern Web

Your Website Traffic Is Down, and That’s Not a Bad Thing

Let’s address the elephant in the room.

You’ve checked your analytics, and your website traffic is down. Maybe you’re panicking. Maybe your boss is panicking. Maybe you’re wondering if Google is broken, your marketer is asleep at the wheel, or if you should just throw in the towel and start a TikTok channel for your cat.

Here’s the truth: Your website traffic is down, and that’s not a bad thing.
In fact, it might be the best thing that’s happened to your digital strategy in years.

Why? Because the rules of search have changed. AI Overviews, zero-click searches, and Google’s new storefront-style layouts mean that “traffic” doesn’t mean what it used to. If you’re still measuring your success by clicks alone, you’re missing the bigger picture and the bigger opportunity.

Let’s break down what’s really happening, why it’s not the end of the world, and how you can actually win in the age of AI-powered search.

AI Overviews and Zero-Click Behaviour: The New Normal

Remember when SEO was all about getting that coveted #1 spot? Those days are fading fast, and, as a small business owner, that might actually do you a favour.

Google’s AI Overviews, launched as Search Generative Experience in 2023 and now rolled out globally, are fundamentally changing how people interact with search results. Instead of clicking through to ten blue links, users are getting instant, AI-powered answers right on the results page.

A recent study found that over 58% of Google searches now result in zero clicks. That means most users find what they need without ever visiting your website. For informational queries (“how to,” “what is,” “tips for…”), AI Overviews are front and centre, summarizing the web’s best content and citing sources inline. Sometimes, your brand is the source. Sometimes, you’re just background noise.

But here’s the kicker: Google isn’t broken. Your metrics are.

Why Your Metrics Aren’t the Whole Story

If you’re still using traffic as your north star, you’re measuring the wrong thing.

AI Overviews, featured snippets, and other SERP features are designed to answer questions faster, not to send users on a wild goose chase across the internet. That means impressions might be up (sometimes way up), but clicks are decidedly down. And that’s by design.

Traffic ≠ performance anymore.

Here’s why:

• Visibility is more than clicks: Your brand can be cited in an AI Overview, featured in a snippet, or shown in a video carousel, all without a user ever landing on your site.
• Impressions matter: If your content is being referenced by Google’s AI, you’re building authority and trust, even if the click doesn’t come right away.
• Quality over quantity: The users who do click through are more educated, more interested, and more likely to convert.

So, stop obsessing over raw traffic numbers. Start tracking brand mentions, citations in AI Overviews, and high-intent conversions. These are the new KPIs for digital visibility.

Rankings Don’t Matter Like They Used To: Here’s What Does

Let’s be blunt: Ranking #1 isn’t the golden ticket anymore.

With AI Overviews, featured snippets, and zero-click results, the old “position-based” SEO game is dying. What matters now is context, structure, and intent. We’ve been saying for years that creating valuable content that feeds into Google’s EEAT structure (Experience, Expertise, Authoritativeness, and Trustworthiness) is the only sure way to futureproof your SEO, and that remains true. E-E-A-T is a key factor in Google’s search ranking algorithms, meaning websites that demonstrate strong E-E-A-T are more likely to rank higher in search results, and by combining this user-centric approach with a structure that is easily absorbed and understood by AI, you have content that is designed to maximize reach and impact.

1. Structure Your Content for AI

AI Overviews love content that’s easy to parse, chunk, and cite. That means:

• Clear headers (H2, H3) with relevant keywords
• Bullet points and numbered lists
• FAQ and Q&A sections
• Tables, comparison charts, and visual content

You’ll notice this blog features headers, keywords, bullet points, and more tools designed to have it noticed by you and the machine that likely brought you here. If your content is a wall of text, you’re invisible to both humans and machines. If it’s structured, scannable, and answers real questions, you’re primed for AI visibility.

2. Focus on Intent, Not Just Keywords

AI Overviews are most common for informational queries: the “how,” “what,” and “why” searches.
But for commercial and transactional queries (like “buy running shoes Toronto”), Google still prioritizes traditional results and shopping feeds. That means your product pages, reviews, and comparison guides are more important than ever.

Pro tip: Target long-tail, niche keywords that require depth and expertise. AI struggles with nuance and context, so if you can provide it, you’ll stand out.

3. Build Authority Across Platforms

Google’s AI doesn’t just pull from your website. It looks for trusted, authoritative sources. Think strong backlink profiles, consistent brand mentions, and a presence on reputable platforms.
If you’re not building authority both on and off your website, you’re likely not getting cited.

• Get quoted in industry publications
• Earn high-quality backlinks through guest publications, interviews and more
• Be active on platforms like LinkedIn, Medium, and YouTube

The more Google sees your brand as a trusted expert, the more likely you are to be featured in AI Overviews.

N.B. You may notice we constantly mention Google, but not other search engines. Google is currently the number one search engine, with more influence over your web traffic than any other, but guidance for Google also works for other search tools. If you are optimizing for Bing, DuckDuckGo, or any other search engine, the same rules apply.

The Disconnect: Impressions, Clicks, and AI Search

Let’s get real about the data.

You might see impressions going up, but clicks going down. In the past, this often meant there was a conversion issue. You might be tempted to dive deep and explore what was causing the drop off. But this is not a failure anymore. It’s a sign that your content is being seen, summarized, and cited by AI.
Here’s how to read the tea leaves:

• Impressions up, clicks down: You’re being referenced in AI Overviews or snippets. Celebrate the visibility!
• Conversions steady or up: The traffic you do get is higher quality; these are users who want more than a quick answer. Think of them as prequalified leads, which may impact your sales funnel or follow-up approach.
• Brand mentions in AI summaries: You’re building authority, even if you’re not getting the click.

Action step: Start tracking brand mentions, citations, and high-intent conversions, not just your traffic.

How to Win: Practical Steps for AI-Ready SEO

1. Structure every page for AI:
   Use headers, lists, tables, and Q&A sections. Make your content easy for AI to chunk and cite. (Look at that, we squeezed in a numbered list, too!)
2. Optimize for context and depth:
   Go beyond surface-level answers. Add unique insights, case studies, and expert commentary.
3. Diversify your content:
   Invest in video, infographics, and interactive tools. AI Overviews increasingly embed multimedia content.
4. Build authority everywhere:
   Get quoted, earn backlinks, and be present on trusted platforms.
5. Monitor new metrics:
   Track impressions, brand mentions, and conversions, not just clicks, to see how you are shaping up.
6. Stay agile:
   The search landscape is changing fast. Test, measure, and iterate. We are definitely not in a set-it-and-forget-it phase for any business. More monitoring and adapting = more and better results.

Reframing the Fear: Why Less Traffic Can Mean More Business

Here’s the good news: AI isn’t stealing your traffic. It’s filtering out the noise.
The visitors who do land on your site are more likely to be ready to buy, book, or engage.

And if you’re worried about being left behind, remember:
Google isn’t broken; your metrics are.
It’s time to update what you’re tracking and adjust your approach for the new normal.

Ready to Be Seen (and Clicked) in the Age of AI?

SEO isn’t dead. It’s just evolving. The brands that adapt – structuring content for AI, focusing on authority, and tracking what really matters – will be the ones that thrive. Our experienced SEO expert is also a seasoned writer, blending engaging copy and structured content in a way that pleases human and robot visitors. Learn to do the same, and you’ll see the results you’re looking for.

Want to get ahead?
Try our free interactive AI audit for actionable checklists and templates, or book a free strategy call if you’d like us to handle the heavy lifting.

Let’s make your brand unmissable, by humans and machines alike.

Cyber PR Army Solutions. Your AI-ready partners for the new era of search.