If your organic traffic has felt wobbly lately, you’re not alone. Google’s AI Overviews and the new AI Mode are changing how people search and how clicks flow. The headline: users are asking more complex questions and staying on Google longer—great for searchers, tougher for publishers. Google reports higher satisfaction and usage where AI Overviews appear, and has expanded them widely; several industry studies also show lower click-through to classic organic links for informational queries. blog.googleAmsiveSearch Engine LandAP News

What to do now:

1. 1. Prioritize “click-worthy” intent
      Target queries where the natural next step is to leave Google: comparison, pricing, local availability, lead capture, calculators, and product pages. Build decision tools and unique data (e.g., benchmarks, configurators) that an AI summary can’t fully replicate. Google’s own guidance still emphasizes high-quality, people-first content; combine that with structured data and clear source transparency. Google for Developers

1. 1. Own more SERP real estate
      Publish complementary assets that rank in multiple surfaces: YouTube (especially Shorts for quick answers), images, shopping feeds, and Q&A content. Owning multiple result types cushions zero-click losses. YouTube Shorts alone has 2B+ monthly users—repurpose your answers into short videos that can rank in video carousels. Global Media InsightDemandSage

1. 1. Double-down on brand and E-E-A-T
      First-hand experience (original research, case studies, field tests) gets referenced more by AI and humans. Put names, credentials, and methodologies on pages. Make it dead-easy for AI and readers to attribute you: citation-friendly headings, data tables, and clear takeaways that can be quoted. Google for Developers

1. 1. Optimize for follow-ups, not just visits
      Assume many users read the overview then refine the question. Add “next best question” blocks in posts and YouTube descriptions. Win the follow-up with comparison matrices, localized pricing, and interactive elements. Track impressions and assisted conversions—not just sessions—as AI surfaces expand. Recent reporting shows search impressions and revenue can rise even when click patterns change. Wall Street Journal

1. 1. Don’t pause SEO—pivot it
      Ship fewer, better pages: unique data, expert POV, and utility (calculators, checklists). If an AI summary answers a query perfectly, ladder up to the category page and target adjacent, action-oriented intents.

Bottom line: SEO isn’t dead—it’s evolving. Think “Answer + Asset”: provide the best answer, then offer a tool, community, or product that requires a click.

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