Introduction
Search is moving faster than ever. Traditional search engine results are being supplemented—or even replaced—by AI-generated summaries and instant answers, like Google’s Search Generative Experience (SGE) and Bing’s AI Assistant. This has SEO professionals, marketers and business owners asking: will AI search reduce organic traffic or can traditional SEO adapt?
Our research looks at how AI search affects SEO performance and user behavior. Using data from Semrush and our analysis, we’ll show you how AI is changing traffic patterns—and what you can do to stay ahead.
How AI Overviews Affect SEO Traffic
AI summaries at the top of search engine results pages (SERPs) might seem like a threat to organic traffic. But the data shows it varies by query type:
Quick answers don’t click: Users looking for definitions or simple facts won’t visit your site.
In-depth content still gets traffic: Users researching products, comparing options or seeking detailed guidance will click through.
Content redistribution, not theft: AI overviews highlight great content, increasing visibility for good pages.
AI Overviews Impact on SEO
Lower Click-Through Rates (CTR): Direct answers on SERPs reduce user clicks.
Shift in Keyword Strategy: Long-tail and question-based keywords become more important.
Focus on Authority & Clarity: Well-structured, trustworthy content is more likely to be in AI summaries.
More Competition for Visibility: Fewer organic listings above the fold make top positions more competitive.
How AI Search Changes Click Behavior
AI-powered results have changed how users interact with SERPs. Users used to scan top results and click the most relevant link. Now AI summaries serve as a pre-filter before users click through.
SEMrush insights: AI overviews with clickable links still get strong engagement. Ranking first is no longer the only factor; content quality, structure and authority are key to visibility.
SEO Factors That Influence Clicks
High Rankings: Top 3 positions still get the most clicks.
Optimized Meta Titles & Descriptions: Compelling meta tags increase CTR.
Rich Results: FAQs, images and ratings improve user engagement.
Trust & Authority: Frequent visibility builds user trust.
Where Do AI Overviews Get Their Information
AI-generated summaries favor authoritative and trustworthy sources:
Web Crawling & Indexing: Content is pulled from the web.
Knowledge Graphs: Structured data like Google’s Knowledge Graph provides factual information.
Trusted Sources: Government, educational and high-authority sites are preferred.
Search Engine Algorithms: AI likes high-quality content.
Tip: Focus on clear, structured and authoritative content, not just keywords. Use schema markup, headings and logical formatting to get AI visibility.
Domain Authority and SEO Performance
Domain Authority (DA) shows how well a site performs in SERPs. High DA means trust and authority for:
Better Rankings: More chances of being in top search results.
Credibility & Trust: Users and search engines recognize authoritative sites.
Quality Backlinks: High DA attracts links from other good sites.
Competitive Advantage: Makes your site stand out in crowded niches.
Sustainable Growth: Supports long term organic traffic increase.
Industries Most Affected by AI Search
AI search affects industries differently:
High-impact sectors: Health, education and travel are the most affected.
Monitored sectors: Finance and healthcare require AI accuracy and expert-reviewed content.
Lower impact: E-commerce and transactional industries see less effect on purchase-intent queries.
Content Format Matters for AI SEO
Structured content performs better in AI search:
Clear headings (H2, H3, etc.)
Bullet points and numbered lists
FAQ sections
Proper schema markup
AI needs content to be easy to understand. Well structured, detailed and readable content improves both user experience and AI visibility.
How to Optimize for AI Overviews
Focus on user intent: Answer questions thoroughly.
Build authority: Support claims with stats and trusted sources.
Enhance structure: Use headings, schema and clear formatting.
Update content regularly: Keep information up to date.
Monitor analytics: Adapt strategies based on changing traffic patterns.
Conclusion
AI is changing how users search but SEO is not dead. The key is evolution: creating relevant, trustworthy and clear content.
Whether you’re targeting top organic positions or AI generated overviews:
Prioritize quality over quantity.
Organize content for readability.
Show expertise, authority and trustworthiness.
Websites that focus on informative user-centric content will thrive in the AI powered search era.
