What marketers need to know about search traffic based on hard data and 2025 trends—and how to adapt
AI has changed search habits. Find out how people are using it, and how to make sure your brand still shows up.
Search traffic is dropping, but rankings haven’t moved. What gives?
Maybe you’re doing everything right.
Your pages still rank well in search, you’re following SEO best practices…
And yet the clicks aren’t coming in like they used to.
Chances are, you already suspect what’s happening: ChatGPT, Perplexity, and Google’s AI Overviews have changed the game.
These tools aren’t just changing how people search, but also what they click… or don’t.
So where does that leave you?
If you’re a marketer, this isn’t the time to throw up your hands because AI hasn’t fully replaced Google. Yet.
But the momentum is clearly heading in that direction, which gives you a narrow window to adapt.
And while your competitors are doubtful and slow to react, you can take advantage of that window before anyone else does.
How to adjust your traffic and visibility strategy while there’s still time
Search isn’t dead. But it’s no longer playing by the rules you know.
And yes, it stings to hear someone say “SEO is dead” after all the time and effort you’ve spent ranking your content.
But there is good news. Once you understand how AI is changing everyday search habits, you’ll know how to keep your content in front of people—and even gain ground.
That’s what this Data Story reveals. You’ll see:
- How AI Overviews are changing organic CTR—and what you can still do to win attention.
- The truth about SEO that doesn’t make most headlines.
- How users interact with AI summaries now, and why most don’t even click the sources.
- How users feel about outputs across demographics and locations.
- Where Gen AI usage vs. traditional search will likely be in the next six months. Pro tip: The companies that act on this first will have a better shot at winning.
- Which content formats still work—and how to make yours AI-friendly without watering it down.
This Data Story is for marketers, not developers or futurists.
It’s made for people who need to make smart, strategic moves right now.
Check the preview of this data story
Who is this for?
- Digital Marketers Watching Their Traffic Vanish who can’t understand why their organic clicks are dropping despite maintaining rankings
- Content Strategists who need to adapt their approach before AI completely disrupts traditional search behavior
- SEO Professionals feeling the ground shift beneath their feet as Google’s AI Overviews absorb 35% of clicks that used to be yours
- CMOs and Marketing Directors responsible for maintaining lead flow and revenue while search behavior undergoes its biggest transformation in 22 years
- Agency Owners who need to stay ahead of this seismic shift to provide real value to clients before their competitors do
- Brand Marketers wondering why some companies are seeing increases in branded searches while their organic traffic tanks
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FAQ
What’s included in the Data Story?
You’ll get insights into how AI tools like ChatGPT, Perplexity, and Google’s AI Overviews are changing user behavior—and what that means for your visibility in search. It covers the trends you need to watch, the shifts that are already impacting traffic, and what actions you can take today to stay ahead.
How is this report different from other SEO or AI content out there?
This isn’t another vague “AI is changing everything” think piece. It’s a marketer-first breakdown rooted in credible data—curated from industry research, real user behavior patterns, and evolving SERP dynamics.
Will this still be useful if I already know my way around SEO?
Yes, especially if you’ve started noticing your content ranking well, but getting fewer clicks. This Data Story is for marketers who want to understand what’s happening behind the scenes and how to adapt their strategy without throwing everything out the window.
Do I need to be technical to benefit from these insights?
Not at all. While the Data Story draws from technical trends, it’s written with marketers in mind. You won’t need to understand how language models work. You’ll just understand what to do about them.
How will this Data Story help me?
Think of it as a shortcut to understanding the next era of search. Instead of piecing together Reddit threads, SEO blogs, and industry articles, you’ll get the key trends and actions distilled in one clear guide, so you can move faster, pivot smarter, and keep your traffic alive.
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I have more questions. Can I contact you somehow?
Of course! Send us an email at [email protected] and we’ll try to help and answer all further questions.
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