Is AI killing your web traffic? 5 ways to pivot your strategy

If you’ve been seeing a dip in your organic web traffic lately, you’re not alone. Sites across the Internet are experiencing a decline.

By mid-2024, one analysis suggested that roughly 60 per cent of Google searches were ending without a single click, as users turn to Google’s AI Overviews (those summaries that show up at the top of your search page), and other AI platforms like ChatGPT, Claude and Perplexity.

Customers are still searching online for things like pricing, best options or reviews, but instead of clicking through to websites that appear on the search page, they’re getting everything they need to know from AI responses. Research suggests that for searches that triggered an AI overview, organic click-through rates dropped by 38 per cent. No wonder some are calling this the “click-pocalypse.”

While this sounds scary, it can be a good opportunity for businesses to adapt. That means rethinking what your website is for, understanding where your customers spend time online and learning how to build relationships that don’t rely on that once-important click. Here are five places to start.

1. Consider how much your traffic really matters

Before you start stressing about a drop in online traffic, look at how those numbers connect to your sales. For some businesses, especially e-commerce companies, web traffic is the lifeblood. For others, it’s less important.

Review your sales data and analytics to figure out how your customers find you.  If it’s through walk-ins, referrals, repeat visits or your social channels, a traffic dip on your website might not be a crisis. Figure out which channels drive revenue and weigh your reaction accordingly.

2. Aim to be the source, not the summary

AI is great at summarizing information it finds online. So, if the content on your site is generic — like basic service descriptions, “Why choose us” messaging or advice that could apply to almost any business —   AI will happily paraphrase it and serve up an answer without ever sending anyone your way.

Content rooted in your brand’s perspective is harder to replicate. That could include topics like how you solved a real customer problem, why you believe one approach beats another or what you learned about your business the hard way. AI can summarize facts, but it can’t recreate your experience or perspective. That’s the kind of content people still have a reason to seek out.

3. Nurture relationships with existing customers

If fewer newcomers are finding you through your website, consider ways to deepen the relationships with the people who already know you. A loyalty program, for example, gives repeat customers a reason to come back without you having to bid for their attention all over again. Something as simple as a points system, birthday discount or referral reward can turn casual customers into regulars, and regulars into people who tell others about you.

As a bonus, strengthening relationships with current customers is cost-effective. According to Harvard Business Review, acquiring a new customer is five to 25 times more expensive than retaining one you already have. And customers engaged in loyalty programs spend 60 per cent more per transaction and buy 90 per cent more often than those who aren’t.

4. Think beyond your website

Search platforms have become fragmented, and more consumers are turning to social media to find information. In fact, research shows that 49 per cent of consumers have now used TikTok as a search engine, and that figure climbs to 65 per cent among Gen Z. Meanwhile, Google reports that nearly 40 per cent of young people now skip Search and Maps entirely when they’re looking for somewhere to eat. They go straight to social media instead.

For small businesses, that means showing up where your customers spend their time. Make sure your business listings on map apps and search engines are accurate and complete (hours of operation, photos and contact info). And if it makes sense for your business, consider investing in your presence on the social media platforms your customers use the most.

5. Help AI find your products

If you’re an online retailer, you need to make sure AI-powered tools can understand what you’re selling. There’s a behind-the-scenes layer of information embedded in your website and business listings that helps search platforms understand your hours of operation, prices, services, menu items, inventory and customer ratings. That context improves the chances your business will appear when someone asks AI a question like, “Where can I find a handmade gift under $50?” or “What restaurants near me have a kids’ menu?”

Many e-commerce platforms handle much of the technical side for you. What you can influence is the quality of the information itself. Clear, detailed descriptions, accurate pricing, current hours and customer reviews all help customers find you online. Even small details can make a difference.

6. The bigger picture

The way customers find businesses is changing fast, and there’s no putting that back in the box. It’s worth remembering that every shift like this has eventually rewarded those who adapt. Treat this one the same way.

Traffic is changing. Growth doesn’t have to.

Clover helps you build customer relationships, drive repeat business and stay visible beyond search. Learn more or connect with a Clover Business Consultant. You can also follow us on Facebook and Instagram.