Despite the rise of AI platforms, Google Search still receives about 373 times more traffic than ChatGPT, underscoring that search engines remain the primary way people discover information.
In 2023, Google launched its “AI Overview” feature in response to the rapid rise of large language models (LLMs) like ChatGPT. This new functionality marked a major shift for Google’s ecosystem, which relies on billions of indexed websites for organizing, ranking, and monetizing content.
The first impact is clear: people are searching less and turning more to ChatGPT and similar AI tools for answers. When they do search, users are less likely to click on websites because Google now often displays AI-generated search results upfront.
This shift has caused significant concern among content creators, who provide much of Google’s valuable content. Platforms like StackExchange, a developer community forum, have experienced a sharp decline in traffic, correlating with AI’s rise.
Some have described the introduction of AI Overviews as an ominous signal for online content creators. This raises the question: does it still make sense to invest heavily in ranking high on Google?
The answer is yes.
Digital advertising expert Koketso Mulatedzi says, “Absolutely.” While AI tools continue to emerge, Google Search’s volume remains vastly higher than ChatGPT’s. Brands need visibility in search results to attract customers. ChatGPT can provide information but cannot, for example, help users buy specific products locally or book nearby services.
However, Mulatedzi warns that SEO professionals must update their toolkits to keep pace with evolving search behaviors.
How to Optimize SEO for the New Search Reality
SEO Fundamentals Still Matter: Google’s criteria for ranking content remain focused on four key factors: Experience, Expertise, Authority, and Trustworthiness (EEAT).
Rethink Keyword Strategy: AI has changed how people search, favoring direct questions. SEO experts need to anticipate the increasingly complex queries their target audience might ask and optimize accordingly.
Adjust Content Structure: AI Overviews extract direct answers from websites, moving away from the long-form storytelling traditionally valued. This doesn’t mean creating dull content, but structuring it to highlight questions and answers clearly for AI systems.
Don’t Panic: Technology disruptions often spark exaggerated fears. While AI search may alter traffic patterns, some analysts believe concerns are overstated. Google remains confident AI will boost overall website traffic.
The best approach today is for developers and SEO teams to familiarize themselves with new tools, experiment, and continue applying core digital marketing principles: agility, measurement, and optimization.
Related Topics
- 2025 SEO Checklist: 14 Key Tips to Boost Your Rankings
- Moz Named Top SEO Software by Software Experts
- Long-Tail Keywords Drive Sustainable SEO Traffic
