If you've been watching your organic traffic closely over the past 18 months, you've probably noticed: traffic is increasingly volatile, and the old playbook doesn't always work. Here's what's actually happening.
Google's AI Overviews
For a significant portion of queries — especially informational ones — Google now generates an AI summary at the top of the results page. The impact: informational content is seeing 30–60% drops in click-through rates.
ChatGPT Search
OpenAI's search product is now used by over 100 million people. Unlike Google, it doesn't rank pages — it synthesises answers and cites sources. Being cited by ChatGPT Search is becoming a meaningful traffic and brand visibility driver.
What Still Works
Commercial intent keywords are still largely protected. The AI summary doesn't replace a comparison page or a pricing page. Bottom-funnel content is more valuable than ever. Double down on transactional content and brand authority.