August 13, 2025
As an agency we are not alone in seeing a steady decline in traffic from organic search results. Over the past 12 months it is reported that there has been up to a 25% decrease in traffic from organic search.
As an agency we are not alone in seeing a steady decline in traffic from organic search results. Over the past 12 months it is reported that there has been up to a 25% decrease in traffic from organic search. This is particularly attributable to the increase in AI search results, now appearing at the top of many results pages.
Previously, users were presented with links which formed recommendations of sites they could go to to find the best responses to their searches. Now however, there is less need to click as Google presents neatly summarised results pulled together by AI, answering queries on the same page they were made. For years, website owners have been trained that if they do a good job of pleasing the Google algorithm, then they will be rewarded with traffic; the basic commodity of the internet. Now, that is not so clearly the case. However, below this changing tide, conversion metrics are changing in a positive direction.
AI results can operate as an effective filter for window shoppers; visitors who were highly unlikely to convert anyway.
Even in an AI led world, the time tested advice of delivering a great customer experience and focusing on the right metrics remain true.