Businesses Race to Gain Visibility in AI-Powered Search
How AI Is Transforming Search—and Costing Businesses Millions in Website TrafficFor many businesses, a website acts as a critical
How AI Is Transforming Search—and Costing Businesses Millions in Website Traffic
For many businesses, a website acts as a critical digital storefront. So losing millions of visitors in a short period can have a major impact. That’s exactly what happened to HubSpot, which saw a decline of 140 million website visits in just one year—largely due to the rise of artificial intelligence in search.
The Shift from Search Engines to AI Tools
Traditionally, users relied on search engines like Google to find information, often scrolling through multiple links. Today, AI-powered tools such as ChatGPT are changing that behavior.
Instead of browsing websites, users now receive direct, comprehensive answers generated by AI. This shift has significantly reduced website click-through rates—by as much as 60% to 70% when AI-generated summaries appear at the top of search results.
Why Website Traffic Is Declining
Several key factors are driving this decline:
- Search engines are updating algorithms to prioritize trustworthy, high-quality content.
- AI-generated summaries often answer user queries instantly, reducing the need to click external links.
- Users are increasingly turning to AI tools instead of traditional search engines.
As a result, many businesses are experiencing a drop in organic traffic.
The Rise of Answer Engine Optimization (AEO)
To adapt, companies are now focusing on Answer Engine Optimization (AEO)—also known as Generative Engine Optimization (GEO).
Unlike traditional SEO, which targets search engine rankings, AEO aims to make content easily discoverable and usable by AI systems powered by large language models (LLMs).
For companies like HubSpot, this shift has already shown results, improving both conversion rates and lead quality.
How User Search Behavior Is Changing
AI search queries are significantly more detailed than traditional ones. While a typical search might include 4–6 words, AI queries often contain 40–60 words.
For example, instead of searching “motorhome rental New Zealand,” a user might ask AI to plan a full family holiday, including activities and attractions. This means businesses must create content that answers highly specific, conversational queries.
New Content Strategies for the AI Era
To stay visible, companies are restructuring their content strategies:
- Breaking down long articles into smaller, digestible sections
- Writing in natural, conversational language
- Creating detailed guides and FAQs
- Focusing on problem-solving rather than just product features
HubSpot, for instance, has shifted away from long product pages toward modular content that AI can easily extract and reference.
Building Authority to Rank in AI Results
Businesses are also investing in content clusters to demonstrate expertise. For example, Spice Kitchen is developing educational content around the history of the spice trade to build authority and attract AI-driven traffic.
Experts recommend focusing on:
- High-quality backlinks from trusted websites
- Clear author credentials and content policies
- Linking to reputable external sources
- Publishing in-depth buying guides
A Shift Toward the Research Phase
Previously, SEO focused on capturing users ready to buy. Now, the focus is shifting earlier in the customer journey—during the research and decision-making stage.
Businesses that provide helpful, detailed information early on are more likely to be featured in AI-generated answers.
Adapting to the Future of Search
Companies like MKM Building Supplies are already seeing fewer visitors from traditional search, but an increase in AI-driven traffic. Interestingly, these visitors are more likely to convert into customers.
The key strategy is clear: create content that helps users solve problems, not just promote products.
The Bottom Line
The rise of AI in search represents a major shift in how people discover information online. Businesses that fail to adapt risk losing visibility and traffic.
To remain competitive, companies must embrace AEO alongside traditional SEO—focusing on clarity, authority, and user intent.
As AI continues to reshape the digital landscape, one thing is certain: visibility in AI-generated answers will become just as important as ranking on search engines.
SOURCE : BBC
