Sites are seeing the same thing right now. Rankings are still there, but the traffic isn’t.
A new data finding from Ahrefs explains why: when an AI Overview (AIO) appears, the top organic result gets an estimated 58% fewer clicks than expected, a number that was 34.5% just a few months before.
To make it clear, that’s the TOP organic position. If you rank in the top 10, the CTR lowers the further you are down the list. Which is nothing new, but it’s worse now than ever before.
The issue is that Google is satisfying user intent for a query, reducing the need for them to click, especially with informational queries.
The response isn’t to rewrite everything, start chasing every new GEO tactic, or give up on SEO - here’s what to do instead.
You can read the full article here.
1. Start With the Data
The first thing to do is separate drops in clicks from drops in rankings.
You can do this manually, but it takes time. Or use Ahrefs, go to Site Explorer > Organic Keywords, and filter for the AI Overview SERP feature. Export the list.
Look for pages where rankings are holding, impressions are steady, and CTR is falling. That usually points to an AIO appearing.
From there, split your pages by intent. Informational pages, comparison pages, pricing pages, alternatives, use-case pages.
You also need to separate pages that drive leads or pipeline. A top-of-funnel page losing traffic is one thing. A page tied to demos, trials, or revenue is another.
That gives you a better idea of what to focus on. Once you know which is which, you can act accordingly.
2. Improve the Pages Where Users Still Click
You’re not going to recover every lost click. So don’t waste time setting that as the goal.
Put more effort into the pages where a user’s click still has value: comparison pages, alternatives pages, pricing pages, reviews, and use-case pages. These are searches where people still need details that AI might not give them.
Most of these pages are weaker than they should be. Especially where many sites target informational queries to capture that TOFU traffic, less attention is paid to other pages like these.
The useful material is buried. The CTA is poor. There’s no proof. Fix that.
Optimize these pages to be high-quality to maximize user action.
Clicks are harder to get, so the pages that do get a click need to earn that user’s trust more than ever.
3. Optimize for AI Overview Citations
Although AIO’s don’t lead to many clicks, they can still send some your way. Those clicks are more valuable than organic SERP clicks.
So you need to make pages easier for AI to retrieve.
Common optimization techniques include:
Put the answer or key point near the top.
Use headings that are clear and specific.
Add original examples, proof, and data where you have it.
Use tables and lists for easy extraction.
Then focus on E-E-A-T. Add an author byline. Show who wrote the content and their experience. Focus on better internal linking. Keep core pages updated.
Most of this is basic SEO anyway - which is why SEO takes priority - GEO is more about adding some polishing touches.
Also, the point isn’t to get a citation and assume it will stay there. Citations change all the time. It’s to increase your chances of being pulled into the user’s search experience for awareness and potential action.
4. Turn Search Traffic Into an Audience
Google has control over organic search visits, so your best action is to take the clicks you do get and turn them into an owned audience that you have control of.
Email is the obvious starting point, but most email capture underperforms because the offer is poor.
‘Join our newsletter’ isn’t going to cut it. You need high-value lead magnets and a reason for people to sign up.
One study found that the best conversion rates were from video and written lead magnets, and short-form versions outperformed longer ones.
So take a look at your email offer and optimize it to capture as many users as possible.
5. Build Demand Where Google Has No Control
Search shouldn’t be the only place people discover you. Google is unreliable, and your traffic could be decimated by a single algorithm update.
Instead, focus on other channels where your audience is active and start building trust within that channel.
That could be thought-leader posts on LinkedIn, a weekly newsletter, short videos on YouTube, webinars, or a niche community on Reddit.
The goal isn’t to launch more channels. It’s to reduce your dependence on any one of them.
Use each channel properly. Social is for distribution and awareness, not dumping links. Email is for keeping the audience you already earned. Webinars and video for deeper attention. Communities to interact with the audience.
The point this week, stop relying on organic search for traffic.
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