If you’ve been wondering why your website traffic is a little quieter lately, you’re not imagining it. AI is changing SEO and how people use search engines, and it’s affecting how many clicks we all get.
When someone Googles something, they’re often shown an AI-generated summary right at the top of the page. It pulls information from various websites and gives a neat little answer… which is great for the user, but not so great if you’re trying to get people to visit your website.
So is this the end for SEO?
Nope! But you need to know what’s happening so you can stay ahead of the game.
How has AI (artificial intelligence) affected SEO (search engine optimisation)?
1. AI Answers Come First
Google and Bing are rolling out features that give users answers straight away – no click through needed. These AI answers are built from real website content, but the user might never actually visit the source (aka your site!).
Trust me, I’ve been writing search engine optimised content for 10 years, I get how frustrating this is!
2. More “Zero-Click” Searches
Because people are getting what they need without clicking anything. That means even if you rank high, you might not get the visit.
3. You’re Still Being Seen (Even if You’re Not Being Clicked)
Your content still matters – AI is reading it, learning from it, and sometimes even referencing it. It just might not always send traffic your way like it used to, (bit of a kick in the teeth actually isn’t it?).
So, What Can You Do About the Impact AI is having on SEO
While we recognise that AI is changing SEO – Let’s not panic!
There are still loads of ways to be visible, raise brand awareness and convert leads in the digital world.
Here’s how:
Make Your Search Engine Optimised Content Easy for AI to Understand
Use clear headings, bullet points, short explanations – especially for common questions people ask. Think: FAQs, definitions, simple how-tos.
Look back at how I’ve written this blog, it’s very question-answer style on purpose, no big blocks of text, just straight to the point, clear answers.
You want to be the kind of content AI loves to summarise and (hopefully) reference.
Focus on Brand as Much as Keywords
AI might give users a summary, but if they remember your name, they’ll come looking for you. So let’s make sure your brand is strong, recognisable, and everywhere it needs to be. Your brand should make your customer feel something. That’s what will lead to people remembering you, buying from you and coming back for more.
Give People a Reason to Click
Sure, you answered the question.
But what else can you offer?
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A free checklist?
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A “next steps” guide?
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A helpful tool or download?
Give them another reason to visit your site so they hang around for a bit longer and make that visit count! Could your free download be a lead magnet for your email list? – That’s probably a topic for another day.
Social Media has become profoundly important in your marketing strategy right now.
Whether it’s Instagram, Facebook, LinkedIn, or even TikTok, showing up consistently on social media is one of the best ways to boost your online visibility and build brand awareness. When people see your helpful posts, your friendly face, or a behind-the-scenes look at what you do, they start to recognise and trust your brand. And when the time comes that they need your product or service – they’ll remember you first, no search required.
Social media marketing isn’t just about selling. It’s about staying front of mind, building relationships, and showing the real human side of your business. It’s also one of the most powerful tools in your long-term content strategy, helping you stay visible even as search engine habits change.
This is something I genuinely love helping small businesses with, so if you’re ready to feel more confident and strategic with your social media, just shout!
So yes, AI is changing SEO, but SEO still matters – despite the goal posts moving. Right now, social media is a vital part of any visibility strategy and a brilliant way to connect with your audience in a very real way.
If you’re not using AI in your own business and marketing right now, you’re going to fall behind.
AI isn’t going anywhere – time to make friends with it if you want to stay ahead. That doesn’t mean let it replace you online – but more, let it support your workload. AI can help you streamline elements of your workload, giving you hours back in your week (and I promise you I wrote those words myself – even though it sounds very much like an ad for Chat GPT!!).
How can you use AI in your small business and Marketing?
From crafting customer personas and social media captions, to writing search engine-optimised product descriptions and repurposing content, when used to support you – not replace you AI can save you hours of work!
That’s why I’ve created a FREE guide with 10 Ways to Save Hours on Your Marketing with ChatGPT, and it’s yours for the taking!
Join my email list today, and I’ll send you my top 10 AI marketing tips, including my absolute favourite that’s made a real difference in how I work.
Work with it, not against it and AI can become your trusty sidekick.
SEO isn’t dead – but the way we use the internet is evolving – we need to evolve with it.
People still want answers, stories, inspiration and support. That’s where your business comes in.
If you stay visible across a few different channels, make your content useful, and help people get to know your brand – you’ll still stand out and convert interest, whether you’re popping up at the top of Google or not.
Stay close to your website traffic to know what’s working
AI is changing SEO, so use tools like Google Search Console or GA4 to see which pages are still performing well. You might notice your impressions are still high, but clicks are dropping — that’s a clue that AI summaries might be at play.
Final Thoughts
The way people find and engage with content online is shifting – but that doesn’t mean you’re powerless. It just means it’s time to be a little smarter, a little more creative, and a lot more real.
Keep showing up. Keep creating content that’s genuinely useful. Strengthen your brand so people remember your name, not just your answers. And don’t be afraid to lean on AI to help you do it all a little more efficiently.
The tools are changing, but the heart of marketing stays the same: connection, clarity, and consistency.
Want to learn more about SEO, Marketing and be the first to hear about upcoming workshops, events and insights to help you grow your business, join my email list here .
Hi, I’m Keelie Briggs, a marketing Consultant based in Swadlincote, South Derbyshire. I help small businesses with effective marketing strategies and solutions designed to help them grow and succeed in the ever-changing digital world.
Oh, and I do it in a way that is easy to understand and implement and stay by your side as you start winning at marketing!
Head over to my Facebook Page for up-to-date marketing tips, advice and suggestions to help your business thrive!