Your business web content is disappearing into AI summaries. Here's how to get it back.
by Julian Rogers
The connection between search and site traffic is weakening. As AI summaries take a more central role in how people get information, publishers and marketers are seeing the effects.
The relationship between search engines and website visits has shifted dramatically in the past two years. Users no longer always click through to a site after typing a query. Instead, they get their answer directly on the search results page, often from an AI-generated summary. This change, sometimes called "zero-click search," now accounts for a large majority of all searches. Understanding what is happening and what it means for your traffic is the first step in responding effectively.
The data behind the shift
Zero-click searches reached 69% of all searches in 2025, according to a widely circulated Reddit discussion in the r/GrowthHacking community. That means more than two-thirds of searches end without a single click to any website. At the same time, AI Overviews, the AI-powered answer boxes Google places at the top of its search results, now appear in 58% of all Google searches, according to Forbes, which cited data from Stackmatix. The presence of an AI Overview dramatically reduces clicks. Forbes reported that AI Overviews cut click-through rates by 89%, citing data from DataSlayer. A separate DataSlayer analysis showed a 61% drop in organic click-through rates when an AI Overview is present.
The zero-click rate for search keywords that feature AI Overviews has fluctuated. According to AdExchanger, that rate dropped from over 45% in January 2025 to 38% as of October 2025. Even with that decline, the implication is clear: users are increasingly finding what they need without leaving the search page.
Who is most affected
The impact of AI search is not uniform across all types of queries. Informational searches, those asking how-to, what-is, comparison or best-practice questions, are the most affected by AI Overviews, according to Forbes. These are the kinds of queries that traditionally drove a large portion of blog traffic. Transactional searches, such as "buy running shoes" or "accountant near me," are less affected. Locally targeted searches like "accountant near me" still show map packs and generate phone calls, Forbes noted.
Kellogg Insight reported that retailers, news publications and marketing agencies experienced traffic drops of 20-40% in 2025 due to AI search. For a professional services firm, the danger is clear: if a potential client asks "what is SEO" or "how to choose a marketing agency," an AI summary may answer that question completely, eliminating the need to click on any result.
Google's position on traffic loss
Google has publicly stated that AI Overviews are not reducing website traffic. Of course, it is in their interest to make that claim. The company's argument, as reported by Hollinden, is that the overviews help users refine their searches and eventually find the content they need.
Independent data, however, paints a different picture. The 89% click-through rate drop and 61% organic click-through reduction are difficult to reconcile with the claim that traffic is unaffected.
The truth likely lies somewhere in between. For some types of searches, especially those with high commercial intent, traffic may hold steady. For informational searches, the erosion is real and measurable. The key for any business is to understand which parts of its content fall into each category and plan accordingly.
The rise of generative engine optimization (GEO)
As traditional click-based SEO becomes less reliable, a new practice has emerged: generative engine optimization, or GEO. GEO focuses on making content more likely to be included in AI-generated summaries, rather than simply trying to rank high in a list of blue links. Kelly Cutler, a marketing expert quoted in the Kellogg Insight article, advised one company that used an AI-powered optimization tool to increase its appearances in Google's AI Overviews by 61%.
This approach changes the goal of content creation. Instead of chasing a top position on page one, the objective is to be the source that an AI model trusts and cites. This requires clear, authoritative writing that directly answers common questions. Structured data, concise definitions and verifiable facts all help an AI choose your content for its summary.
What the future holds
Semrush has projected that digital marketing and SEO-related topics may start driving more visitors from AI search than from traditional search by early 2028. That timeline may seem distant, but the trend lines are moving in that direction. If AI summaries become the primary way people consume information about professional services, the value of a high search ranking diminishes. The value of being a trusted source in an AI output increases.
No one can predict exactly how search will evolve. But the data from 2025 shows that zero-click behavior is the new normal for a large and growing share of searches. Businesses that rely on informational content to generate leads need to adapt their strategy now rather than waiting for SEO to return to its former state.
How businesses can adapt
There are practical steps any professional services firm can take. Kelly Cutler recommends tracking deeper engagement metrics, such as time on page, scroll depth and conversions, rather than focusing solely on sessions or page views. If fewer people are clicking through to your site, the people who do click may be more valuable. Understanding what they do once they arrive becomes more important.
Optimizing for generative engine optimization is another step. This means writing content that answers questions in a direct, scannable format. Use lists, tables and clear headings. Include original data or insights that an AI might want to cite. Also consider expanding into personalized content. The more unique and relevant your content is to a specific audience, the harder it is for an AI summary to replace it entirely.
Finally, remember that transactional and locally targeted searches remain relatively robust. If you offer services in a specific geographic area, maintain your local SEO efforts. Make sure your Google Business Profile is accurate and complete. Encourage and respond to reviews. These signals continue to generate calls and visits even as AI summaries take over informational queries.
Frequently asked questions
Is AI search definitely eroding website traffic for every business?
No. The impact varies by industry and query type. Informational searches are heavily affected, but transactional and local searches still generate clicks and calls. Some businesses have seen traffic drops of 20-40%, while others have experienced little change. It is important to analyze your own traffic data rather than assuming a universal effect.
What is generative engine optimization (GEO)?
Generative engine optimization is the practice of tailoring content so that AI models choose to include it in their summaries. It involves clear writing, structured data, direct answers and authoritative sources. One company advised by Kelly Cutler used an AI-powered tool to increase its appearances in AI Overviews by 61%.
Should I stop investing in traditional SEO?
Not entirely. Traditional SEO still matters for transactional queries and local searches. But the focus should shift. Instead of chasing rankings for every informational keyword, prioritize content that an AI would want to cite. Track deeper metrics like time on page and conversions. A balanced strategy that combines SEO and GEO is the most prudent approach.
How quickly is AI search adoption growing?
AI Overviews already appear in 58% of Google searches, and zero-click searches reached 69% in 2025. Semrush projects that SEO and digital marketing topics may see more traffic from AI search than traditional search by early 2028. Adoption is happening quickly, and the trend shows no sign of reversing.
Can I appear in AI Overviews if my content is not from a major publisher?
Yes. AI models select content based on relevance, clarity and authority, not publisher size. A well-written, fact-based article on a professional services blog can be cited in an AI Overview. Using tools or techniques that optimize for GEO can improve the chances of being selected, regardless of your site's authority when assessed by traditional SEO metrics.