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Let’s face it, digital marketing is constantly changing, and one of the biggest changes right now is AI. I am sure this blog post will not age well. And things will probably be different by next month....or next week.
It’s reshaping everything, including how businesses drive traffic to their websites. So, how is AI affecting web traffic? And more importantly, how can small and medium businesses (SMBs) use it to their advantage?
In this blog:
Final Thoughts: How is AI affecting Web Traffic?
Is Search really getting affected?
Google is driving more searches than ever, yet about 60% of the searches have zero clicks! This came from a search study published by Rand Fishkin, SparkToro’s CEO and co-founder, based on clickstream data from Datos, which is owned by Semrush.
This means the Google AI summary is providing the quick answer most people are searching for.
So why is this important to you? Clicks impact Google Search rankings. This was confirmed during the Google antitrust trial and is indicated by the findindings of the Google Search leak.
What is more alarming? Sparktoro states that this data does not even include use of voice-answered searches through Google Assistant, or searches done in the Google mobile search app (which, while similar to in-browser results, features even more rich answer results).
Is Google losing search?
No! According to Datos' panel Google is no risk of losing total searches. In fact there are more searches being done on Google than ever. Though the searches are up, the traffic to the open web is less and less.
You can read more on this study here.
What Is AI, and Why Should You Care About It?
AI, or artificial intelligence, is probably something you hear about all the time. I mean it is all over the place and we know it is the new toy. But what does it actually do? Think of it as technology that’s smart enough to make decisions, learn from data, and adapt to what users want.
Take Google, for example. Ever notice how search results feel more relevant than they did a few years ago? That’s because Google uses AI to figure out exactly what users mean when they search. And here’s the kicker: if your website isn’t aligned with these AI-driven systems, your traffic could take a hit. It is more important than ever to have SEO specialist since the algorithms are changing constantly.
So, the big question is: are you staying on top of these changes, or are you falling behind?
Let’s Pause and Reflect:
Is your website built with AI-driven search engines in mind?
How could AI help you bring in more visitors?
How Does AI Help Improve Search Rankings?
Smarter Algorithms, Smarter Rankings
Remember the days of stuffing your website with keywords to rank higher? Those days are gone. AI powered tools like Google’s RankBrain now focus on understanding the intent behind a search query. It’s not about just matching words anymore. It’s about delivering the best possible result.
So, how is AI affecting web traffic here? Websites that deliver value and align with what users are really searching for are rewarded with better rankings and, of course, more visitors.
What Can You Do?
Use tools like Surfer SEO or Frase to find out what your audience is searching for and why.
Focus on creating content that answers real questions, not just stuffing in keywords.
How Does AI Make Your Website Feel Personal?
Personalized Experiences Drive Better Engagement
Ever been on a website that seems to “get” you? That’s AI at work. AI tools analyze your visitors’ behavior and tailor what they see. Whether it’s personalized product recommendations, content, or even how your page looks.
And here’s why that matters: when visitors feel like your site is made just for them, they stick around longer. They’ll end up browsing more, engage more, and are more likely to convert. This not only boosts your web traffic but also your sales or other metrics. Like engagement.
However, search engines like Google have algorithms that can tell if you are using too much content. This can hurt your rankings. So always be sure to use AI to support you, never as the main copywriter.
What Can You Try?
Use tools like Optimizely to personalize your landing pages.
Analyze how users interact with your site using tools like Hotjar, then adjust to give them what they want.
What About You?
Is your website offering the same experience to everyone, or are you personalizing it?
How could tailoring your site boost engagement and bring in more visitors?
Are You Optimized for Voice Search and Mobile?
The Rise of Voice Search
“Hey Siri, how is AI affecting web traffic?” Sound familiar? More and more people are using voice search these days, and AI is behind this shift. Voice search queries are usually conversational and often question-based, which means your content needs to match this style.
When writing content think about the questions your audience typically will ask and try to answer these specific questions. This will not only help your SEO but this will get their top questions answered and moving down the funnel faster.
Mobile Matters, Too
Most people tend to browse on their phones. Let's face it, we live a fast paced life and everything is easier on the go. AI tools like PageSpeed Insights help ensure your site loads fast and looks great on smaller screens. If it doesn’t, users and Google aren’t going to stick around.
Here’s What to Do:
Optimize your content for voice queries by adding conversational FAQs.
Talk to an SEO specialist to ensure your listings are properly set up for voice search
Make sure your site is mobile-friendly and loads quickly to keep visitors engaged.
Can AI Help You Run Smarter Ads?
Smarter Targeting = Better Traffic
Running ads can be a great way to boost traffic, but are your ads reaching the right people? AI helps platforms like Google Ads and Facebook Ads analyze user behavior and show your ads to people most likely to click.
And here’s the cool part: AI can even create dynamic ads tailored to different audience segments. That means your ads feel personalized. This is a great way to make sure people are way more likely to engage.
What Could You Try?
Use AI to optimize your ad targeting and lower costs. We recommend talking to a specialist on this to ensure you are driving qualified leads.
Experiment with AI generated ad creatives to test what resonates most with your audience.
Let’s Reflect:
Are your ads reaching the right people, or are they just costing you money?
How could AI improve the quality of your paid traffic?
What About Content? Can AI Help There?
Smarter Content Creation
Feeling stuck when it comes to writing content? AI tools like Jasper or MarketMuse can help you come up with ideas, optimize your writing for SEO, and even suggest improvements.
And it doesn’t stop there. AI can also help you repurpose existing content. Have a great blog post? Turn it into a video or infographic to reach a wider audience.
Try This:
Audit your website for content gaps using AI. Remember: try to answer your audience top questions
Repurpose your top-performing content to reach new audiences and bring in more traffic.
Ask Yourself:
Are you creating content that your audience actually wants to read?
Is your content relevant? Would you read about a floppy disk today? Probably not. So always ensure it is relevant content.
How much time could you save by letting AI handle some of the heavy lifting?
Is There a Downside to AI?
Don’t Forget the Human Touch
AI is great for automating tasks, but it can’t replace human creativity. Overusing AI can make your website or content feel generic. Wouldn’t you rather engage with a brand that feels real and authentic?
The key is balance. Use AI to save time, but make sure your unique voice shines through.
What’s the Balance?
Are you using AI to enhance your efforts, or relying on it too much?
Use AI to give you ideas and starting points. But hire an expert copywriter to keep your content fresh and authentic while leveraging AI?
Ready to Get Started with AI?
Start Small and Build
If all this AI talk feels overwhelming, start with the basics. Free tools like Yoast SEO or entry level plans from platforms like SEMrush are great ways to dip your toes in without committing to something big.
And remember: focus on one goal at a time. Are you trying to drive more visitors? Get higher rankings? Whatever it is, AI tools can help you get there faster.
"When in doubt hire an expert."
Final Thoughts: How AI Is Affecting Web Traffic?
So, how is AI affecting web traffic? In every way imaginable! From search engine rankings to personalized user experiences. It’s clear that AI is changing the game. AI is here to stay, and the businesses that embrace it now will be the ones thriving tomorrow.
The question is: What should you be doing?
Talk to an SEO specialist: The SEO algorithm will continue to change, more than ever you need a specialist.
Focus on brand awareness: If you are seeing a dive in your SEO, focus on some brand awareness to get your name to be remembered. This will help people to find you directly. This will turn "restaurants near me" into a direct "McDonald's near me".
Stay consistent: Stay consistent on your platforms and marketing strategies. Two social post a week for a full year is better than 12 post 1 random week of the year.
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