How to Build Website Traffic in an AI World
Ever since the beginning of the internet and search engine optimization, SEO strategies have been evolving. Now, that evolution is happening faster. AI is changing how people search and those changes are impacting website traffic. As a result, businesses need to reassess their SEO strategies.
How AI Is Changing Online Search
AI is changing online searches in a couple of ways.
- Some people are using AI chatbots in place of search engines. People have been talking about this for a while, but, at first, it looked like it would be a small trend. That’s no longer the case. According to an Adobe survey, 77% of people in the U.S. now say they use ChatGPT as a search engine. Although many people use both ChatGPT and traditional search engines like Google, 24% say they go to ChatGPT first and roughly 30% say they trust ChatGPT more. This isn’t necessarily bad for businesses – the survey also found that 36% of people have discovered a new product or brand through ChatGPT.
- Search results frequently feature AI. Even when people use traditional search engines, the results they see are different due to the inclusion of AI results. Google now gives an “AI Overview” as the top result for many searches, pushing top-ranking links further down the page. Google also offers an “AI Mode” tab that features AI-generated results in a side bar. The inclusion of AI means it’s easier for users to get the information they need without ever clicking on a link.
The Impact on Website Traffic Volume
The trend of zero-click searches may be good for a search engine that wants to keep users on its website. It may also be good for search engine users who want quick and easy answers to their queries. However, it’s not good for companies that are trying to drive traffic to their websites.
News sites have seen drastic drops in traffic. According to New York Post, a report from SimilarWeb found that 37 of the top 50 news domains experienced year-over-year traffic declines of up to 40% after Google launched its AI overviews in May.
However, news publishers aren’t the only organizations impacted by this. Bain & Company says 80% of search users rely on AI overviews at least 40% of the time and 60% of searches now end without the user clicking a link. If your website traffic has plummeted, you’re not alone.
How to Adapt Your SEO Strategies
This isn’t the first time SEO strategies have had to adapt. Google’s rollout of featured snippets shook things up, as did the rise of voice search and the more conversational queries that came with it. And Google has constantly kept SEO professionals on their toes by tweaking its algorithm. The use of AI is simply the latest twist. If your company is losing traffic as a result, it may be stressful, but it’s still possible to reach your audience.
- Leverage other opportunities. Search engines aren’t the only way to drive traffic to your website – social media is another great channel. If you include your URL in your profile and create posts that link to content on your site, you’ll expand your reach.
- Be willing to change. What worked in the past might no longer work. Meta descriptions are a good example. In the past, writing meta descriptions with keywords was a critical aspect of SEO. Although many experts still say good meta descriptions are useful in driving traffic, bad meta descriptions may be counterproductive. According to Mark Williams-Cook, Google replaces meta descriptions about 80% of the time. SEOTesting found that pages with no meta descriptions actually had a 3% improvement in organic traffic. If you’re not happy with your results, instead of doing the same old thing over and over, try some new tactics and see what works.
- Try to get chatbot mentions. When people use search engines, your goal is to rank in the search results. When people use chatbots, your goal is to get the chatbot to mention the brand and recommend your company. Read this for more information on getting chatbot mentions.
- Focus on producing quality content. If you want people to click on your links, you need to give them a compelling reason. This means well-written, well-researched, and insightful articles that address the concerns of your audience.
Are you producing the type of high-quality content that will elicit clicks regardless of the latest search trends? If not, we can help. Drive traffic and conversions with an insurance marketing subscription.