Has New AI Search Killed Traditional SEO? Here’s What Works Now in the New Reality

(aka…The New AI Search Algorithm Ate My Traffic – And Other Bedtime Stories for Marketers)

Gratitude plays a central role in my life, and I’m deeply thankful for the privilege of working with remarkable clients. These visionary founders inspire me every day, pushing me to grow, learn, and adapt alongside them. 

Recently, one client, (thanks Ryan) encouraged me to explore the ever-evolving world of AI SEO more deeply. With the recent launch of Google’s AI Mode for search, the timing felt perfect to share some of the insights I’ve gained.

Here’s where we are. While businesses perfect their Google strategy, their prospects research problems on professional networks, validate solutions through peer communities, and discover answers everywhere except traditional search results.

SGE (Search Generative Experience) is Google’s AI-powered feature that creates detailed, conversational summaries directly within search results rather than showing traditional link lists. These context-rich answers, which draw from multiple sources, typically appear at the top of the search page to provide comprehensive responses.

The old SEO playbook assumed people searched in predictable patterns. The new reality? Search behavior has fragmented across dozens of platforms. 

Fragmentation

Fifteen years ago, optimization meant one thing: appeasing a single search giant. Today’s landscape tells a different story entirely.

Consider this shift in human behavior: when someone seeks an answer, they might turn to video platforms, community forums, e-commerce sites, or AI assistants before ever reaching traditional search results. The second-largest search engine isn’t what you’d expect—it’s video-based. Professional networks have become discovery engines. Even social platforms now serve as primary research tools.

Key Strategic Realizations:

• Attention has scattered across platforms like seeds in the wind

• Each channel requires native optimization, not universal tactics

• Single-channel specialists have become digital dinosaurs

The smartest players recognized this early. They stopped asking “How do I rank?” and started asking “Where does my audience actually look for answers?”

The Long-Tail

Here’s where most get it wrong: they chase broad, obvious terms instead of specific, intent-rich queries.

Think of it this way—would you rather compete in a stadium filled with thousands, or have a meaningful conversation with someone genuinely interested in what you offer?

Consider these contrasting approaches:

The difference isn’t just semantic—it’s economic. Longer, more specific queries often deliver 3-4x higher conversion rates while facing significantly less competition. When impressions rise by 35% but clicks drop by the same margin (a trend affecting countless websites), high-intent traffic becomes your lifeline.

The Mathematics of Intent:

• 4+ word queries = higher intent

• Lower competition = easier ranking

• Specific problems = ready buyers

The AI Content Acceleration

Modern language models have democratized content creation in ways previously unimaginable. What once required weeks of research and writing can now happen in hours.

But here’s the catch: speed without strategy creates noise, not results.

Research from Originality AI revealed that Google removed 79,000 websites from its index after a March update, with half of these sites containing 90-100% artificially generated content. This aggressive action demonstrates Google’s escalating campaign against low-quality automated content that lacks genuine value for searchers.

So don’t rely on AI for creating meaningful, high ranking content. The most effective approach involves training AI tools to understand your unique voice and guidelines. Think of it as having an infinitely patient assistant who learns your style, tone, and standards—then produces content that maintains quality while dramatically reducing time investment. In fact, some report 70-80% time savings on content creation, freeing them to focus on strategy rather than execution.

Content is Still King

Despite all this technological disruption, the foundation of organic search still remain.

Content remains king. Not just any content—purposeful, experience-driven material that demonstrates genuine expertise and builds trust.

In B2B environments, this translates into thought leadership that cuts through the noise. While competitors chase keyword rankings, smart operators build intellectual authority. They share frameworks, not fluff. They offer perspectives, not platitudes.

In fact: 67% of B2B buyers start their purchase journey online and consume 3-7 pieces of content before engaging with sales teams. But here’s what most miss—they’re not just reading; they’re evaluating credibility. Every article, every insight, every strategic framework becomes a trust signal.

The B2B buyer’s journey isn’t linear—it’s exploratory. They research problems on professional networks, validate solutions through peer communities, and seek thought leaders who understand their specific challenges. Your content isn’t competing for attention; it’s auditioning for authority.

Citations still count. Whether through traditional links, community endorsements, or platform-specific authority signals, external validation continues to drive visibility.

E-E-A-T still matters. Experience, Expertise, Authoritativeness, and Trustworthiness aren’t just ranking factors—they’re business fundamentals that translate across every platform and algorithm.

AI favors video-based tutorials and product demos. AI is now putting video and visual content front and center, so businesses that focus on things like tutorials and product demos have a real edge. 

These elements don’t just affect search rankings; they influence human behavior and business outcomes across all channels..

This isn’t about replacing human judgment; it’s about amplifying human strategy. While automation handles the mechanical work, professionals can focus on what truly matters: understanding audiences, crafting compelling narratives, and building authentic relationships.

The result? Work that previously required entire teams can now be managed by individuals who understand both the tools and the strategy behind them.

AI Overviews (SGE) = Game Changer

Search has become a zero-click battlefield. 

AI Overviews now dominate the digital real estate that websites once called home, answering questions before users ever consider clicking through. The SGE, or Search Generative Experience, is a new feature in Google search that uses AI to generate detailed, conversational summaries directly in search results. Instead of the traditional list of links, SGE delivers context-rich answers pulled from multiple sources, often shown at the top of the page.

The numbers tell a stark story: organic traffic drops of 37-64% across industries aren’t outliers—they’re the new baseline. Traditional search behavior is dying a quiet death, replaced by instant gratification through algorithmic summaries.Even among those consumers who are sceptical of generative AI, roughly half report that most of their queries are answered directly on the search or summaries page without a click.

The Death of the Click:

• 60% of searches now end without a website visit (Spark Toro)

• AI Overviews appear for 84% of informational queries (BrightEdge)

• About 80% of search users rely on AI summaries at least 40% of the time (Bain–Dynata)

• According to Google, average time to answer is 3.2 seconds (down from 47 seconds in 2019) 

The Strategic Reality Check:

Think of AI overviews as the ultimate content aggregator—one that either cites you as the authority or renders you invisible. The question isn’t whether this technology will dominate search (it already has), but whether your content becomes the source these systems trust and reference.

Smart operators recognize a fundamental shift: visibility now means being the knowledge source, not the click destination. When AI systems scan millions of pieces of content to synthesize answers, they default to authoritative, well-structured information that directly addresses user intent.

The Counterintuitive Opportunity:

While competitors panic about lost traffic, I see the data differently. Yes, clicks decrease—but qualified engagement often increases. When someone does click through after reading an AI-generated summary, they arrive with higher intent and clearer expectations.

So the question becomes – would you rather have 1,000 casual browsers or 300 users who’ve already been pre-qualified by an AI system that summarized your expertise?

Adaptation Strategies That Work:

• Go beyond text with video and interactive content to boost visibility.

• Adapt content for semantic search, emphasizing high-intent, long-tail terms.

• Focus on becoming the definitive source for specific topics

• Build direct relationships that bypass search entirely

• Create content so valuable that AI summaries become teasers, not replacements

Perplexity AI represents a notable emerging platform, as this rapidly expanding search engine has achieved significant momentum by attracting more than 50 million users each month. Perplexity’s custom “spaces” feature enables businesses to establish niche-focused hubs where they can publish targeted content and connect directly with audiences seeking their expertise. 

This approach provides a strategic advantage by positioning brands in front of engaged users actively searching for specific information, while avoiding the increasing competition found on traditional search platforms.

The game hasn’t ended—the rules simply evolved. Those who understand this aren’t mourning the death of traditional search; they’re positioning themselves as the authorities these AI systems will inevitably cite.

A New Reality

The leaders of tomorrow recognize a key truth: while the human desire to search and seek answers will remain constant, the ways in which we search will continually evolve.

The solution isn’t to abandon traditional approaches—it’s to expand beyond them. Video content for visual learners. Audio for commuters. Community engagement for those seeking peer validation. Written content for deep researchers.

Strategic Implementation:

• Map your audience’s discovery journey across platforms

• Create native content for each channel, not repurposed versions

• Measure engagement and conversion, not just rankings

• Build direct relationships that transcend algorithm changes

To make your content stand out in an AI-driven world, focus on authentic storytelling and a unique brand voice—qualities that algorithms can’t easily replicate. While AI excels at summarizing common information, it can’t match the impact of content with real personality, original insights, and a personal perspective.

The old model created specialists. The new model demands strategists.

The Opportunity

While many may abandon traditional search optimization, declaring it obsolete, I see an opportunity for a fresh approach. Much like value investors seizing quality assets during market downturns, skilled optimizers can unlock significant potential while others chase the latest flashy platforms.

The key lies in portfolio thinking: traditional search as one asset in a diversified discovery strategy, not the entire investment.

At the end of the day, I believe the future belongs to those who understand that optimization isn’t about gaming algorithms—it’s about understanding human curiosity and meeting it wherever it lives.

Here’s a checklist to help keep things on track.

Simplified 10 Step B2B SEO Checklist

1. Know Where Your Audience Searches

• Identify where your buyers look for answers (Google, YouTube, LinkedIn, Reddit)

• Match your content type to the platform (videos, blog posts, answers, etc.)

• Set basic goals: more traffic, better leads, higher rankings

2. Focus on Long-Tail Keywords

• Use specific phrases (4+ words) with clear intent

• Example: “how to integrate Salesforce with HubSpot”

• Easier to rank, more likely to convert

3. Create Useful, Searchable Content

• Use AI to help you draft, then polish manually

• Include real examples, answers, and clear structure (headings, FAQs)

• Prioritize video-based tutorials and product demos

4. Build Credibility (E-E-A-T)

• Show real expertise and experience

• Use real author names and bios

• Link to reputable sources

5. Get Backlinks

• Share content with partners and media

• Submit to relevant directories, blogs, and newsletters

6. Clean and Link Your Content

7. Optimize for More Than Google

• Repurpose content for YouTube, LinkedIn, and other channels

• Turn blogs into short-form videos or carousel posts

8. Prepare for AI Search (SGE)

9. Automate Smartly

• Use tools to speed up research, content drafts, and linking

• Save your time for strategy and editing

10. Share Content Widely

• Distribute via LinkedIn, podcasts, industry groups, etc.

• Be visible in niche communities and forums

About the Author

Ivana Johnston, CEO and co-founder of Puzzle Partner, is a trusted brand strategist that collaborates with some of the world’s most innovative companies in hospitality, travel, wellness, healthcare and technology. She has a proven track record of initiating, driving, and cultivating high-value business ideas and relationships, helping her clients outperform the competition, achieve profitable exits, and expand into the Americas. Her insights are regularly featured in business trade publications, Forbes.com, Entrepreneur and other prominent media outlets. As a member of the Forbes Agency Council, Forbes Business Council she contributes to Forbes Expert Panels®, offering her expertise on the interplay of advanced technologies and business success.

Connect with Ivana on LinkedIn.