Generative Engine Optimization isn’t killing your traffic—Google’s AI Overviews are. When AI answers queries directly, users don’t click through to source websites. Pages ranking #1 for informational queries have seen 40-60% click-through rate drops since AI Overviews expanded. The solution isn’t avoiding GEO; it’s adapting your content strategy to earn citations within AI-generated answers rather than competing against them.

You’ve probably noticed it: traffic declining while rankings hold steady. Queries that used to send hundreds of visitors now send dozens. The culprit isn’t a penalty or algorithm update in the traditional sense—it’s Google showing answers directly instead of links. This is uncomfortable news, but understanding what’s actually happening is the first step toward adapting. Here’s the real story behind the “GEO is killing traffic” narrative.

Key Takeaways

  • Misattributed blame: GEO itself doesn’t reduce traffic—AI Overviews do. GEO is actually the solution, not the problem
  • Click-through collapse: Pages ranking #1 for informational queries see 40-60% fewer clicks when AI Overviews appear
  • Not all queries affected: Transactional, local, and brand queries still drive clicks; informational queries are most impacted
  • Citation is the new click: Getting cited in AI answers provides brand visibility and some traffic, even without direct clicks
  • Adaptation required: Content strategy must shift from “rank and receive traffic” to “rank, get cited, and capture remaining clicks”

Is GEO Actually Causing Traffic Declines?

GEO isn’t causing traffic declines—AI Overviews displaying answers directly on search results pages are. GEO is the strategy for earning citations within those Overviews, which actually recovers some of the lost visibility.

The confusion comes from timing. Traffic declines accelerated as AI Overviews rolled out widely in 2024-2025. GEO emerged as a response to this shift. Blaming GEO for traffic loss is like blaming umbrellas for rain—the umbrella appeared because of the rain, not the other way around.

What’s actually happening: Google shows AI-generated answers for an increasing percentage of queries, especially informational ones. Users get their answer without clicking any link. Even if your page is the top source cited in the Overview, many users won’t click through because their question is already answered.

GEO-optimised content aims to be the source Google cites in Overviews. This provides brand visibility and captures some traffic from users who want deeper information. Content not optimised for GEO gets bypassed entirely—neither clicked nor cited.

  • Actual cause: AI Overviews answering queries directly on SERP
  • GEO’s role: Strategy to earn citations within Overviews
  • Without GEO: Content bypassed entirely (no citation, no traffic)
  • With GEO: Citation in Overviews + capture of remaining click traffic

How Much Traffic Are Websites Actually Losing?

Websites are losing 40-60% of clicks on queries where AI Overviews appear, based on industry analysis of click-through rates before and after Overview expansion. The impact varies significantly by query type and industry.

Informational queries are hit hardest. “What is” and “how does” questions—the bread and butter of content marketing—now frequently receive direct answers. A page ranking #1 for “how does compound interest work” might have received 25% click-through rate historically; with an Overview present, that might drop to 8-12%.

Not all traffic is affected equally. Commercial and transactional queries retain higher click-through rates because users need to visit sites to complete purchases, comparisons, or sign-ups. “Best project management software” still drives clicks because the Overview can’t replace hands-on evaluation.

The total traffic impact depends on your query mix. Content-heavy sites targeting informational queries see dramatic declines. E-commerce sites with transactional query focus see minimal change. Most businesses fall somewhere between—significant impact on some content, minimal on others.

Query Type AI Overview Rate CTR Impact
Definitional (“what is X”) 70-80% -50-70%
Process (“how to X”) 50-60% -40-55%
Comparison (“X vs Y”) 35-45% -25-40%
Product research 20-30% -15-30%
Transactional 10-15% -5-15%
Local 15-25% -10-20%

Why Does Google Show AI Answers Instead of Links?

Google shows AI answers because they improve user satisfaction metrics for many query types. Users complete their search tasks faster without clicking through multiple pages, reducing “pogo-sticking” and increasing perceived search quality.

From Google’s perspective, AI Overviews solve a genuine user problem. Many searches involve simple questions with straightforward answers scattered across multiple pages. Users previously had to click, scan, click again, compare—all to find a basic fact. Overviews consolidate that process.

The business logic is also clear. Google’s priority is keeping users on Google properties. Every search satisfied directly is a user who doesn’t leave for a competitor. AI Overviews increase time-on-Google and reduce bounces to external sites.

This trend won’t reverse. Google, Bing, and other search engines are investing billions in AI answer capabilities. The direction is toward more direct answers, not fewer. Strategies assuming a return to traditional link-based results are not realistic.

  • User satisfaction: Faster task completion increases perceived search quality
  • Business incentive: Users staying on Google generates more ad revenue opportunities
  • Competitive pressure: ChatGPT and Perplexity proved users want direct answers
  • Investment trajectory: Billions invested in AI answer capabilities; no reversal coming

What Happens to Content Marketing If Clicks Decline?

Content marketing shifts from a traffic-acquisition model to a visibility-and-authority model. Brand mentions in AI answers provide value even without clicks, similar to how PR and brand advertising work—impression-based rather than click-based.

This requires rethinking content ROI metrics. If your article is cited in AI Overviews reaching 100,000 users, but only 5,000 click through, is that a failure? Traditional metrics would say yes. Visibility-based metrics recognize the brand exposure value of 100,000 impressions with source attribution.

Lead generation and conversion still require clicks, but the path changes. Content optimised for GEO captures the users who want deeper information—a smaller but higher-intent audience. Someone who clicks through despite seeing an AI answer is actively seeking more detail, making them a better lead.

Content marketing isn’t dying; its role is evolving. Top-of-funnel awareness increasingly happens through AI-mediated exposure. Content drives brand visibility and authority signals that AI systems recognize and cite. Conversion-focused content still needs clicks, but awareness content can succeed through citation.

  • Old model: Create content → Rank → Get traffic → Convert
  • New model: Create content → Rank → Get cited → Build authority → Capture high-intent clicks → Convert
  • Metric shift: From pure traffic to visibility + citation + high-intent traffic

Should You Stop Creating Informational Content?

No, you shouldn’t stop creating informational content, but you should be strategic about which informational content to create and what outcomes you expect from it. Informational content still builds authority and feeds AI citation even with reduced direct traffic.

Create informational content for topics where you can be the definitive, citable source. Generic content that aggregates what others say won’t get cited—AI systems have already aggregated that information. Original data, expert analysis, and first-hand experience content gets cited because it adds information AI can’t generate from existing sources.

Informational content also supports commercial and transactional content. A comprehensive guide establishes topical authority that helps your product pages rank better. Internal links from informational content pass authority to conversion pages. The informational content may not drive direct conversions but supports content that does.

Shift investment away from commodity informational content (basic definitions, general overviews) toward differentiated informational content (original research, case studies, expert analysis). The former category is where AI Overviews hit hardest; the latter maintains value.

  • Stop creating: Generic overviews, basic definitions, aggregated “what is” content
  • Keep creating: Original data, case studies, expert analysis, first-hand experience
  • Reason: Unique information gets cited; generic information gets replaced

How Do You Measure Success When Traffic Declines?

Measure success using a broader metric set that includes AI citations, brand visibility, authority signals, and conversion rate improvements—not just raw traffic numbers. Traffic remains relevant but becomes one input among several.

Track AI citation frequency manually by searching your target queries in ChatGPT, Perplexity, and Google (with Overviews). Note when your content is cited as a source. This is currently labor-intensive; better tools will likely emerge, but manual tracking captures the metric now.

Monitor traffic quality indicators. If overall traffic drops 30% but conversion rate increases 20%, your actual business outcomes may be neutral or positive. Users clicking through AI Overviews are higher intent—they wanted more than the Overview provided, indicating genuine interest.

Measure topical authority using tools that track keyword rankings across topic clusters, not just individual pages. Your overall visibility for a topic matters more than any single page’s traffic. AI systems recognize topical authority and cite authoritative sources more frequently.

  • AI citation tracking: Manual searches in ChatGPT, Perplexity, Google Overviews
  • Traffic quality: Conversion rate, time-on-site, pages-per-session
  • Topical authority: Rankings across topic clusters, not just individual keywords
  • Business outcomes: Leads, sales, sign-ups—not just sessions

What’s the Best Response to AI-Driven Traffic Changes?

The best response combines GEO implementation for AI visibility with strategic content prioritisation toward commercial-intent queries and differentiated information that AI can’t replace. Adapt your strategy rather than fighting the shift.

Implement GEO structures across existing high-value content. Add answer blocks, restructure sections for extraction, and ensure freshness signals are current. This positions your content to be cited in Overviews rather than bypassed entirely—capturing visibility even when clicks decline.

Shift content investment toward commercial and transactional queries where clicks persist. Product comparisons, buying guides, and service-specific content maintain higher click rates because users need to visit sites to complete purchases. Balance informational content with conversion-focused content.

Develop content that AI can’t replicate: original research using your data, case studies from your client work, tools and calculators, and expert commentary on current events. This content provides value beyond what AI can synthesise and maintains traffic and citation value.

  • Immediate action: Implement GEO on existing high-value content
  • Content mix shift: Increase commercial/transactional content investment
  • Differentiation focus: Original data, tools, case studies, expert analysis
  • Measurement adaptation: Track citations and authority, not just traffic

Frequently Asked Questions

Will AI Overviews keep expanding to more queries?

Yes, all evidence suggests AI Overviews will appear for an increasing percentage of queries. Google continues investing in AI capabilities and expanding Overview coverage. The trend is toward more direct answers, not fewer. Plan strategy assuming Overview expansion, not reduction.

Is there any way to opt out of AI Overviews?

Currently, no—there’s no mechanism to prevent your content from being cited or used in AI Overviews while maintaining search visibility. You could noindex content, but that removes it from search entirely. The practical approach is optimising for citation quality, not avoidance.

Should I focus on other traffic sources instead of Google?

Diversifying traffic sources is always wise, but Google remains the largest discovery channel for most businesses. Focus on multiple channels—social, email, referral—while adapting your Google strategy. Abandoning Google optimization entirely is rarely sensible given its scale.

Does paid search avoid the AI Overview problem?

Mostly, yes. Paid search ads appear alongside or above AI Overviews and aren’t affected by Overview-driven click decline. If organic traffic declines significantly, increasing paid search investment may maintain visibility. However, paid search has direct costs that organic didn’t.

How do I explain traffic declines to clients or stakeholders?

Frame it accurately: the search landscape has fundamentally changed, affecting all websites targeting affected query types. Show industry data on Overview impact. Shift focus to metrics that show continued value—citations, authority, conversion quality. Propose adapted strategies rather than defending declining numbers.

Are any industries protected from AI Overview impact?

Local services, e-commerce, and highly transactional industries see less impact because users must visit sites to complete actions. B2B with complex sales cycles also maintains click traffic because Overviews can’t replace consultative evaluation. Pure content/media businesses targeting informational queries face the greatest impact.

Will this traffic ever come back?

Traffic from queries now answered by AI Overviews is unlikely to return to previous levels. Users have experienced the convenience of direct answers and preferences don’t reverse. New traffic sources and adapted strategies can replace lost volume, but expecting a return to pre-AI patterns is not realistic.

Is it worth creating content if AI just uses it without sending traffic?

Yes, for two reasons: (1) citation in AI responses provides brand visibility and authority signals, and (2) AI citation requires having quality content that AI chooses to cite. Websites with no content have no AI presence. The value proposition has changed, but content remains essential.

Adapting to the New Traffic Reality

The narrative that “GEO is killing traffic” has the causation backwards. AI Overviews are reducing click traffic; GEO is the adaptation strategy that recovers visibility and authority in this new environment. Ignoring GEO doesn’t restore traffic—it ensures your content gets bypassed entirely.

Traffic decline is uncomfortable, but it’s not the end of content marketing or search optimization. The value of content shifts from pure traffic acquisition to visibility, authority building, and capturing higher-intent users who click through despite seeing Overviews. Businesses adapting to this reality will outperform those waiting for conditions to reverse.

The search landscape of 2020 isn’t returning. The sooner content strategies adapt to earn AI citations, capture remaining click traffic, and measure success beyond raw session counts, the sooner businesses can thrive in conditions as they actually are.

Need help adapting your content strategy to AI search changes? Get in touch to discuss how we help businesses maintain visibility and authority as search evolves.

Sources

Written by: John Isaacson, Digital Marketing Strategist specialising in search optimization and content strategy

Last Updated: January 2026