In the world of search engine optimization (SEO), there is a growing concern about the impact of AI-powered SEO on website traffic. It is widely believed that AI Overviews (AIO) and other AI-driven content are reducing traffic to external websites. Even Google has acknowledged that AIO’s goal is to keep users on the search engine results page (SERP) for longer periods of time, which means less time spent on external websites. This decline in website traffic can be frustrating for businesses, but there are strategies that can help address this issue.
The first strategy is digital PR and content distribution. Many brands rely on Google as their primary platform for content distribution. However, it is important to be resourceful and explore other avenues for distribution. If you have a PR team or vendor, they should already be well-versed in getting your experts’ thoughts and bylines placed on third-party platforms. If you don’t have a PR team, there are grassroots ways to use digital PR to get on the radar of key publications and outlets in your industry. Developing a list of outlets, influencers, journalists, etc., that you want to build a relationship with is a good starting point. Additionally, creating high-value content that aligns with Google’s E-A-T guidelines can pique the interest of journalists. Building relationships with journalists can lead to mentions, backlinks, social media shout-outs, and earned placements, all of which can help build your brand.
The second strategy is to add trust signals in the SERP. Since there is less real estate on the SERP, it is important to maximize your visibility and encourage users to click on your link instead of your competitors’. This can be done by leveraging social proof and trust signals in your metadata. Testing words like “top,” “best,” and “trusted” can help attract users’ attention. It is also important to claim and optimize your brand’s knowledge panel to establish credibility and trust.
The third strategy is to test influencers. Influencer marketing can be a powerful way to generate traffic from non-Google sources and build your brand’s reputation in the SERP. The more people in your industry talking positively about your brand, the more traffic you are likely to receive. It is important to consider how Google’s SGE algorithm works and how influencer marketing can impact your brand’s reputation in the SERP.
The fourth strategy is to lean into conversion rate optimization (CRO). While SEO is important for driving traffic to your site, it is equally important to focus on the business impact of that traffic. Using CRO tools, heatmaps, and testing different options and call-to-actions (CTAs) can help optimize your website and improve conversion rates. It is important to align your next steps with the user’s intent and prioritize tests and adjustments that can help you drive more impact from the traffic you are already receiving.
In conclusion, the decline in website traffic caused by AI-powered SEO is a challenge that many businesses are facing. However, by implementing strategies such as digital PR and content distribution, adding trust signals in the SERP, testing influencers, and leaning into CRO, businesses can mitigate the impact of AI-induced traffic drops and continue to thrive in the ever-changing world of SEO.
