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AI overhauls search habits, slashing website traffic
HubSpot, a provider of business-to-business sales and marketing tools, reported a 140 million drop in annual website visits as artificial intelligence reshapes how users find information online.
Why traditional search is fading
Kipp Bodnar, HubSpot's chief marketing officer, described the shift from scrolling through dozens of links to instant AI-generated answers. "Access to global intelligence is now instantaneous," he said. "The way people discover and act on information has fundamentally changed."
Search engines have adjusted algorithms to combat low-quality AI-generated content, prioritizing credible sources. Meanwhile, users increasingly turn to AI tools like ChatGPT instead of traditional search engines. When search engines do include AI overviews, click-through rates plummet by 60% to 70%, according to Bodnar.
Adapting to AI: Answer Engine Optimization
Companies are now focusing on Answer Engine Optimization (AEO), also called Generative Engine Optimization (GEO), to rank well in AI responses. Unlike traditional Search Engine Optimization (SEO), AEO targets large language models (LLMs) powering tools like AI overviews and ChatGPT.
"I don't know how you stay competitive without mastering this."
Kipp Bodnar, HubSpot CMO
Bodnar noted that AI search queries are far more detailed-averaging 40 to 60 words-compared to the four to six words typical in traditional searches. For example, a motorhome rental company in New Zealand might need to publish content on popular animals for children to appear in AI-generated holiday plans.
Content restructuring for AI compatibility
HubSpot overhauled its content strategy, replacing long product explainers with concise, extractable chunks. "AI can summarize features, so we focus on bite-sized information," Bodnar said. The shift has already delivered 7% to 12% of monthly traffic from AI sources, a share expected to grow.
Spice Kitchen, a spice gift set retailer, is building a dedicated "content cluster" on the history of the spice trade to establish authority. "We're testing whether this can attract AI search bots," said Ann Lowe, head of PR and communications. The section will resemble a training course, guiding researchers toward the brand.
Expertise and trust become critical
Nathan Pearson, co-founder of Lumos Digital, advised companies to shift focus from product pages to the research phase. "AI favors clear winners," he said, recommending buying guides with ranked recommendations.
Andy Lochtie, also of Lumos Digital, emphasized Expertise, Authority, and Trust (E-A-T) signals: inbound links from trusted sites, outbound links to high-quality sources, and transparent content policies with author bios.
Defensive strategies and rising conversions
MKM Building Supplies, a builders' merchant, saw traffic decline as users relied on AI for answers. "If this trend continues, site visits could dwindle to near zero," said Andy Pickup, digital director. The company adopted a "defensive strategy," creating blogs on top-selling products to secure AI citations.
Pickup noted that AI visitors convert at higher rates than search engine traffic. "Customers gain confidence from AI answers before purchasing," he said. MKM's AI-driven traffic has surged from negligible levels to a low double-digit percentage, with further growth expected.
To improve AI readability, MKM redesigned content with summaries, bullet points, and FAQs. A structured sitemap also helps AI bots navigate the site.
The future of AI-driven discovery
While Google remains dominant, ChatGPT now drives more traffic for MKM than Google's AI overviews. "Users consciously choose ChatGPT over Google," Pickup said, calling it a "seismic shift" in behavior.
Bodnar predicted AI will increasingly influence direct traffic. "People will arrive from other sources after seeing LLM responses," he said. "Adaptation isn't optional-it's survival."
