We studied the Impact of AI Search on SEO Traffic. Here’s What We Learned

Introduction

The world of search is evolving faster than ever. Traditional search engine results are being replaced or reshaped by AI-generated overviews and instant answers, such as Google’s Search Generation Experience (SGE) and Bing’s Assistant. SEO professionals, marketers and business owners debate whether AI searches will destroy organic traffic. What role does machine learning play in traditional SEO?

This study investigated how AI search affects SEO performance and user behaviour. Semrush’s recent findings and our analysis uncovered some surprising information. Artificial intelligence is changing the game, but it isn’t necessarily playing against us.

In this blog, we will discuss what we discovered, how AI-generated content impacts click-throughs and visibility and what your brand can do to stay competitive.

What is the impact of AI overviews on SEO traffic?

Search engine results pages (SERPs) with AI summaries at the top should reduce organic traffic dramatically. A more balanced view of the data is however, revealed by the data. The impact of AI overviews varies depending on the search query, even though they are becoming more common.

When users need a definition or a quick answer, AI overviews can reduce clicks. However, websites are still more likely to be visited by users seeking in-depth advice, comparing options, or researching products.

AI overviews are not traffic “stolen.” The content is being re-distributed, promoting high-quality content with added value beyond simple summaries.

AI overviews have four key impacts on SEO traffic:

• Reduced Click-Through Rates (CTR): AI overviews often provide direct answers on the search results page, decreasing the need for users to click through to websites.
• Shift in Keyword Strategy: Long-tail and question-based keywords are becoming more critical as AI favors content that directly answers user queries.
• Greater Focus on Authority & Clarity: Summaries with high-quality, trustworthy and well-structured content are more likely to be featured.
• Increased Competition for Visibility: The number of organic listings is decreasing above the fold, which makes it more difficult for websites to gain top positions and increased traffic.

How Search Engine Optimization Results Impact Click Behavior

AI search results have changed how users interact with query search engine results pages. Users typically scan the top organic listings and select the most relevant listing. When artificial intelligence is used to generate results, behaviour changes. AI summaries are now read by users before visiting the source for more information.

SEMrush says AI overviews with clickable links still receive significant engagement. Users use AI results as a “pre-filter” before clicking on relevant links in some cases.

Ranking first in organic results is not the only thing that matters. A brand’s content quality, structure and authority will increase its visibility chances.

Search Engine Optimisation (SEO) results influence click behaviour in four ways:

• High Rankings Attract More Clicks: Users are more likely to click on the top 3 results on search engines, so better SEO increases visibility and traffic.
• Optimized Meta Titles & Descriptions Boost CTR: When meta tags are optimised, users are attracted to the value of the page and encouraged to click.
• Rich Results Improve Engagement: Enhanced results like ratings, images and FAQs stand out and encourage more clicks.
• Trust Inspires Clicks: Sites that appear frequently in the top results build confidence, leading users to choose them over unknown competitors.

Where AI Overviews Get Their Information

Search summaries generated by AI include content from across the web, but they tend to prioritize well-established and trustworthy sources such as government websites, educational institutions, and high-authority publishers. The content shown in AI overviews does not necessarily have to rank first in search results, but it must be authoritative, expert, and reliable.

Google’s SGE (Search Generative Experience) and other AI models extract information by using structured data, logical context, and E-E-A-T signals (Experience, Expertise, Authoritativeness, and Trustworthiness). Pages that are well-organized, have clear titles, and include relevant schema markup are more likely to be featured.

If you want to get noticed by AI, your SEO strategy should go beyond just focusing on keywords. Instead, ensure your content provides clear answers to questions, is thoroughly researched, and follows proper formatting practices.

Here are the most relevant sources from which AI overviews get information:

• Web Crawling & Indexing: Artificial intelligence pulls data from websites across the internet, like search engines index webpages.
• Knowledge Graphs: Information about people, places and topics is gathered from structured databases such as Google’s Knowledge Graph.
• Trusted Sources: AI often focuses on authoritative websites (e.g., Wikipedia, government, educational and medical sites) for accuracy.
• Search Engine Algorithms: Artificial Intelligence promotes high-quality, reliable content in its overviews.

The importance of your domain’s authority

Domain Authority (DA) is a key SEO indicator that predicts how well your website will perform on search engine result pages (SERPs). A high DA shows increased authority and trustworthiness in search engines. This can lead to higher rankings, more organic traffic and improved brand visibility. Increasing your DA can also help you rank effectively in your niche, generate high-quality backlinks and achieve long-term SEO goals. Google doesn’t directly use DA in its ranking criteria, but it reflects your SEO campaign’s effectiveness.

These are the main points.

• Improved Search Rankings: Websites with a higher DA are more likely to rank well in SERPs.
• Build Credibility and Trust: A high Domain Authority shows users and search engines that your site is authoritative.
• Attracts Quality Backlinks: Other sites are more likely to link to high-DA websites, boosting SEO further.
• Enhances Competitive Edge: A high domain authority helps your website stand out and perform better in competitive niches.
• Supporting Long-Term Growth: Domain Authority provides a solid foundation for sustaining and increasing organic traffic over time.

Which Industries Are Most Affected?

AI-powered search does not affect all industries equally. According to the study, industries that focus heavily on informational content such as health, education and travel are seeing the biggest changes in traffic patterns.

Artificial intelligence tools are more carefully monitored in industries like finance and healthcare. AI systems in these fields must be reliable, transparent and closely monitored to avoid serious consequences. They base their recommendations on expert-reviewed content and established institutions. Smaller blogs and newer websites may find it challenging to gain visibility unless they can clearly demonstrate their authority and expertise.

The impact of AI summaries may be less noticeable in industries with strong e-commerce or transactional focus, especially in queries with strong purchase intent.

The Importance of Content Format in SEO

One of the key findings from the study is that structured content performs better in AI search results. AI needs to analyze and understand your content as soon as possible, so well-organized, easy-to-read articles rich in meaningful detail are more likely to be selected.

This includes using:

1. Clear headings (H2, H3, etc.)
2. Bullet points and lists
3. FAQ sections
4. Proper schema markup

AI systems can’t guess what your content means, so they need it to be clear, understandable and usable. Structuring your content not only improves the user experience, but also increases your visibility in AI-generated results.

How Can You Optimize for AI Overviews?

Optimizing for AI search isn’t about gaming the system, it’s about providing information that benefits consumers. Here are a few practical steps to increase your chances of appearing in AI overviews:

• Focus on user intent: Provide detailed answers to user questions.
• Build authority: Demonstrate your expertise by supporting your claims with statistics or trustworthy sources.
• Improve structure: Use headings, schema and organized formats to make content machine-readable.
• Keep it fresh: Regularly update your content to reflect current trends and ensure accuracy.

Watch your analytics to determine how traffic patterns change when AI overviews are displayed. You should adapt your strategy accordingly.

Conclusions

Artificial intelligence is transforming the way users find information, but it does not mean SEO is unavoidable. In reality, it’s a call for evolution. AI-powered experiences are becoming increasingly common on platforms such as Google, Bing and others, making it essential that content creators adapt to meet users’ changing needs.

SEO involves more than ranking high on search engines. It is imperative to be relevant, trustworthy and clear. The key to success, whether you are targeting top organic positions or AI-generated overviews, is to focus on what matters most to your audience. The content should be easy to read and helpful, organized well with clear headings and backed up by real expertise and credibility. People will better understand your company if you prioritize quality over volume and people over algorithms.

AI search is transforming the digital landscape, but websites that prioritize informative, user-focused content will continue to thrive.