Let’s not sugarcoat it: For the first time in more than two decades, Google Search volume is dropping. That’s not based on my own analysis or forecast — it’s what Apple’s Eddy Cuesaid under oath during the Google antitrust trial recently.
Fewer people are searching through Safari. Instead, they’re asking ChatGPT, Perplexity, and a wave of other AI tools that give them what they want instantly — answers, not links. If you’re not already, it’s time to invest in AI optimization (AIO), optimizing content for AI search, chatbots, and algorithms.
This shift? It’s not a blip. It’s a seismic change in how people find information. If your business depends on SEO and organic traffic, this matters. A lot.
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Most Google Searches Now Go Nowhere
According to a 2024 report, 60% of Google searches end without a single click. And that number is only climbing.
Why? Because Google is doing the clicking for you. With AI Overviews, featured snippets, and now AI Mode, users get fast answers right on the results page. A quick summary. No need to visit your site. No need to engage with your brand.
And this is just the beginning. At Google I/O 2025, Head of Search Liz Reid described a future where Google isn’t just a list of links anymore, but rather it’s a completely new interface with AI-generated answers and immersive experiences. Google knows it needs to reinvent itself to keep up with user expectations and the AI landscape.
For publishers, this is already hitting hard.
Even a giant like Mail Online, long known for SEO dominance, says click-through rates drop by over 50% when AI answers are present — even when their article ranks #1. Being cited? Doesn’t help much, the clicks still plummet.
And then there’s online education company Chegg. They’re suing Google over AI scraping, saying it’s actively eroding demand for their actual website.
These trends aren’t just hitting a single industry. They’re impacting companies across the board. A study from Conductor (Oct. 2024–Feb. 2025) found that most industries have seen traffic dips, from diversified services (down 18%) to consumer products (down 13%) to media and entertainment (down 12%).
This isn’t a theoretical risk. Traffic is already vanishing.
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The Old SEO Playbook Is Losing Relevance
Let’s be clear: SEO still matters. You need clean code, structured content, and good metadata to even be considered in AI answers. But that’s the floor, not the ceiling.
The game has changed.
What matters more now is how your site performs, and I’m not just talking about site speed. It’s performance in the AI layer: Can AI understand your content? Use it in summaries? Cite it confidently? Deliver it instantly?
That’s what we call AIO: Artificial Intelligence Optimization.
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What Is AIO?
AIO (AI optimization) is the natural evolution of SEO in this age of AI. It’s about optimizing your content for AI discovery, summary, and citation, not just traditional search rankings. It means:
- Structuring content for machine readability
- Speed — fast, secure, mobile-first pages that load instantly
- Building trust and authority with human expertise in a sea of generic AI junk
- Using clear schema and formatting so your content gets picked up in answers
- Creating direct relationships with your audience to offset lost traffic
Think of it like this: AIO = SEO + Performance + Trust + Structure + Speed.
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So, What Should You Do Right Now?
If you’re a publisher, marketer, or founder asking “What now?”, you’re not alone. From my experience, I’d say start here:
1. Track the right metrics.
Click-through rates may be tanking. Think about visibility in AI results, engagement metrics like time on site, and other ways to measure interest in your brand in this new ecosystem. Think target audience. Who’s searching for you, not just for keywords.
2. Get fast and structured (if you’re not already).
Use schema. Add Q&A blocks. Format like you mean it. And get your site loading well under a second.
3. Build up your brand, thinking well beyond just keywords.
In the AIO era, a world where answers come first, people need to remember you, not just find your links. Direct traffic, loyal readers, and niche authority are all gold.
4. Don’t wait until traffic falls off a cliff.
Cue, Mail Online, and Chegg are all warning us. If you wait any longer, you’re already behind. The future is inevitable and the AIO world is moving fast.
5. If you’re having trouble figuring all of this out, work with us.
From our Agency Services that include strategic support to a full CMS migration, we can help you chart a path for growth in the future, even in these uncertain times.
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One Final Thought
The open web isn’t dead. Not by any means. But it’s not what it used to be, and we won’t be going back in time.
Google’s grip is loosening, which is something that seemed insane to even think about not so long ago. They may regain ground or the space may transform further — it’s anyone’s guess. But this much is clear: If your site isn’t built to perform in an AI-powered world, you’re going to fade into the background.
Related: Using AI to Standardize Taxonomy for Increased Ad Revenue
Related: AI Optimization: How to Appear in AI Search Results
This article originally appeared on Rebelmouse.com and was syndicated by MediaFeed.org
Image Credit: Prostock-Studio/istockphoto.
