How is Google's AI affecting organic traffic?

The way users interact with search engines is changing dramatically.

With the launch of the Search Generative Experience (SGE) by Google and the evolution of the "People also ask" blocks, we are witnessing a transformation in the way we access content.

The user experience has been privileged with immediate, contextual and highly summarized answers.

But for content producers, this new phase represents a challenge: as more answers are delivered directly to the SERP (Search Engine Results Page), organic traffic to websites and blogs tends to decrease.

What you'll see here:

• Zero-click searches: a new reality for those who produce content;
• How does Google's AI (SGE) affect organic results?
• The impact of "People also ask" snippets;
• The fall in CTR even with good positions;
• How to optimize content to cope with AI and snippets?
• How to protect and recover organic traffic?
• Indicators to monitor the impact of AIs on performance;
• The future of SEO with AI: it's not the end, it's an evolution.

Happy reading!

Zero-click searches: a new reality for content producers

User behavior in searches has evolved significantly, driving the growth of so-called zero-click searches. According to data, around 59% of Google searches do not generate clicks to external sites.

This scenario is a reflection of the search engine's growing ability to offer complete answers directly on the results page, through highlighted snippets, information panels and, more recently, the "AI-generated overview" feature.

Zero-click searches are aimed at those looking for some kind of information, such as "what is inbound marketing", "how does the sales funnel work" or "what is the difference between on-page and off-page SEO ".

By answering these questions precisely within the results page itself, Google reduces the need for the user to navigate, thus making the click unnecessary.

How does Google's AI (SGE) affect organic results?

Search Generative Experience is one of the great advances when it comes to Google's generative AI, as it provides contextualized and elaborate answers based on the main content on the web, but without the user having to leave the SERP.

However, this has three critical implications for organic traffic:

• Clicks on classic organic results aredevalued, even if your page is at the top.
• Greater reliance on AI to extract summaries and excerpts from your content, without having to redirect the user.
• Direct competition for space at the top of the SERP, with answers that often replace traditional navigation.

The impact of AI on SERPs therefore requires a strategic repositioning. It's not just a question of competing for positions, but of becoming a reliable source for AI and ensuring that your brand remains present, even when the click doesn't occur.

Adapting to this new ecosystem is essential to maintaining relevance and visibility in a scenario where the SERP delivers more and more "answers" and fewer "paths".

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The impact of "People also ask" snippets

The "People also ask" function is a goldmine for understanding search intent, but it is also a tool that contributes to clickless searches.

The questions displayed offer short answers, often enough for the user to get what they want without having to visit the source page.

To rank well in this block, you need to:

• Use H2 and H3 with real questions.
• Provide answers of up to 3 sentences at the beginning of each paragraph.
• Insert conversational and long-tail keywords.
• Structure the content with well-located and organized FAQs.

Although snippets facilitate your brand's visibility, they require a strategic and context-oriented approach, so positioning yourself in these short answers requires authority, objectivity and structure.

For this reason, the content producer must consider these blocks as an opportunity to stand out and not just a threat to direct visits. By aligning clarity with depth and SEO techniques with UX, it is possible to gain relevance even in the most contested areas of the SERP.

Falling CTR even with good positions

Even pages that rank first on Google are experiencing a drop in CTR (click-through rate). This is because:

• AI responds directly, reducing the desire for clicks.
• Other blocks such as featured snippets, panels and "People also ask" compete for attention.
• The responsive layout of the SERP places useful content above traditional organic results.

These factors indicate that just getting a good position doesn't guarantee more qualified traffic. Content needs to be strategically formatted to capture attention quickly and deliver value from the first visual contact.

In addition, it is essential to incorporate multimedia elements, visible calls to action and scannable information.

Instead of competing for clicks, the mission becomes to deliver clarity, authority and connection, without the need to access the source page.

Thus, the new success metric is no longer just CTR, but also influence, brand recall and recurrence.

Caption: Google's artificial intelligence is redesigning the user journey and requiring new SEO strategies to maintain organic visibility.

How to optimize content to live with AI and snippets?

The rise of generative artificial intelligence and advanced SERP features is imposing a new logic on content production. It's no longer enough just to write long, keyword-rich articles.

You have to align structure, format and intent with the behavior of search engines and users.

Below, we explore the main tactics for making your content perform even in an environment with AI overviews and automatic responses.

1. structure your content in a scannable format

Scannable content makes it easier to read for both humans and Google robots, increasing the chances of it appearing in snippets and AI-assisted views.

• Use headings and subheadings in question format, which mirror natural search language.
• Avoid long paragraphs, which discourage reading on small screens.
• Start answers with clear key phrases, such as definitions or conclusions.
• Use lists and bullet points with explanations before and after, reinforcing context and applicability.

Adopting a scannable format is not just a technical requirement, but a direct response to new reading habits, since modern users are looking for agility, clarity and quick solutions to their questions.

Structuring content well is the first step to ensuring that it is read, shared and, above all, found by the artificial intelligences that mediate this journey.

2. Create FAQs with conversational SEO

FAQ sections have gained prominence with the advance of automated responses.

• Use real questions that users normally ask;
• Focus on objective and structured answers, ideal for highlighting in snippets;
• Position FAQs after the CTA, increasing scannability and the time spent on the page.

Well-structured FAQs are now a strategic tool within digital content. They help capture qualified traffic, align with search intent and increase time on page.

By adopting this approach, you not only improve your content's performance in search engines, but also promote a more fluid, humanized reading experience focused on resolving your target audience's doubts immediately.

3. Bet on clusters of topics and pillar pages

The cluster model has proven highly effective for structuring semantic authority.

• Create a pillar page that deals broadly with a central theme (e.g. inbound marketing).
• Develop satellite content that details related subtopics.
• Connect all the articles through strategic internal links and a well-organized URL.

This strategy helps search engines better understand the thematic depth of your site.

By distributing authority among the content and creating a cohesive semantic network, you increase your chances of dominating more spaces on the SERP, including in AI suggestions.

In addition, well-connected clusters favor navigation, increase dwell time and help the user go through all the stages of their decision-making journey in a logical and guided way.

4. Add elements that AI can't replicate

While AI can summarize texts, it is not yet capable of generating certain human and interactive experiences.

• Incorporate real video testimonials to validate your authority.
• Include case studies with real metrics and results that add practical value.
• Offer simulators, quizzes or interactive worksheets, features that hook the user.

These elements play a key role in strengthening your brand's emotional connection and credibility.

By integrating components that require human context, subjective interpretation or practical action on the part of the visitor, you generate an experience that an automated overview is unable to offer.

In this way, your content gains depth, relevance and a competitive edge, even in a scenario where AI tends to condense and simplify digital interactions.

5. Optimize for user experience (UX)

User experience is an essential criterion not only for retention, but also for ranking.

• Monitor indicators such as time on page, scroll depth and engagement rate.
• Use tools such as Hotjar, Google Analytics GA4 and heat maps.
• Bet on responsive design, legible fonts and a good visual hierarchy to make content easier to read.

Optimizing your content to live with AI and snippets is more than following SEO rules. It's about understanding the new role of content as a guide, response and interactive tool.

By applying these tactics, you not only increase your chances of ranking, but you build lasting authority and real value for your audience, even in an environment dominated by instant responses.

How to protect and recover organic traffic?

In addition to good SEO practices, you need to diversify your traffic sources and work on complementary channels to Google in order to maintain your brand's reach and relevance.

Multichannel strategies expand your digital presence and protect you from the fluctuations in the SERPs caused by AI.

Below, we've listed effective tactics for maintaining the performance of the organic channel, taking into account the new reality of AI searches:

Table 01: Five strategies to circumvent dependence on Google and maintain your digital presence with consistent traffic and conversion.

These strategies act as pillars to support a robust digital presence. By diversifying the points of contact with your audience, you reduce your exclusive dependence on organic traffic from search engines and build a network of channels that work together.

The result is a more resilient ecosystem, where each point in the digital journey contributes to building authority, generating leads and retaining qualified visitors.

Protecting and recovering organic traffic requires more than technical SEO. It is necessary to act systemically, creating content that is difficult to summarize by AI and putting the user experience at the heart of the strategy.

Digital authority is not limited to Google rankings, but to the ability to maintain relevance and value across different touchpoints.

Integrating SEO, UX, social media and marketing automation is the key to strengthening your presence, even in times of dominant AI.

Indicators to track the impact of AIs on performance

In order to make strategic decisions in an environment dominated by AI-generated responses, it is essential to track performance signals in real time.

Traditional metrics such as clicks and average position remain important, but now need to be analyzed in conjunction with indicators that show the real level of engagement and brand presence.

The following table presents the main KPIs (Key Performance Indicators) that help you interpret whether your performance is being affected by features such as snippets, SGE and zero-clicks:

Table 02: Essential indicators for evaluating the impact of the new SERP dynamics and the real performance of your content.

These indicators provide practical insight into user behavior and the impact of changes in SERPs.

Therefore, monitoring this data helps to identify which pages are losing relevance, where to adjust formats and reinforce brand authority.

Continuous and contextualized analysis of these metrics will be the differentiator between those who merely publish content and those who turn information into real competitive advantage.

The future of SEO with AI: it's not the end, it's an evolution

Search engines are not dying. They are changing. Search is becoming more contextual, predictive and user-centered.

The role of the content marketer is to evolve along with this trend, prioritizing:

• Relevance: The content's ability to precisely meet the user's search intent. Relevant content must be direct, clear and useful from the outset.
• Depth: Going beyond the superficial, detailing topics with examples and practical implications. It shows mastery and knowledge of the subject.
• Authority: Shows trust and credibility based on reliable sources, authorship and practical evidence (such as case studies or testimonials).
• Multiformat: Use of different formats such as text, video, audio, infographics and interactive tools to deliver value in different modes of consumption.
• Personalized experience: Ability to adapt content to the user's profile, context and journey, with intuitive navigation, relevant recommendations and contextual CTAs.

Anyone who doesn't keep up with this change will lose ground, not because of a lack of quality, but because of a lack of adaptability.

Summary: With the advance of generative AI on Google, such as SGE and the "People also ask" snippets, the number of zero-click searches is growing. This has a direct impact on organic traffic, requiring content that is more scannable, objective and integrated with SEO, UX and multichannel strategies. The competition for visibility now includes being a source for AI, demanding authority, personalization and formats that AI can't replicate.

The impact of artificial intelligence on organic traffic is not a threat, it is an invitation to evolve. Throughout this content, you've understood how Google is reshaping the SERP with AI overviews and interactive snippets, and why this requires a new approach to ranking, converting and staying relevant.

But the transformation doesn't stop there. To dominate the search engines of the future, it's time to go beyond traditional SEO and adopt a new discipline: GEO - Generative Engine Optimization.

Do you want to know how to optimize your content for the logic of generative AI and ensure you stand out in the new search interfaces?

What SEO professionals should know about Google AI and organic traffic

How does Google's AI affect organic traffic to blogs and websites?

Google's generative AI, such as SGE (Search Generative Experience), responds directly to users' queries on the SERP, reducing clicks on traditional links, as many hits are no longer necessary. As a result, even well-ranked content receives less traffic.

What are zero-click searches and why are they growing?

Zero-click searches are when the user finds the answer directly on the Google page, without having to click on any links. They are growing because of snippets, bulletin boards and now SGE, which delivers complete summaries directly to the top of the SERP.

Why, even with good positions on Google, is the CTR falling?

Because standing out on the SERP no longer guarantees a click. The presence of blocks such as "People also ask", rich snippets and AI answers attracts attention before traditional organic results. The user gets their answer right there, without navigating to the site.

How do you create content that Google's AI considers a reliable source?

Use clear language, a scannable structure with H2 and H3 in question format, and deliver objective answers. Create pillar pages, connect content by clusters and add elements that AI can't generate, such as videos, testimonials and interactive tools.

Do "People also ask" blocks help or hinder traffic?

Both. They increase your brand's exposure, but can reduce clicks if the answer is too complete. The key is to use this space as a showcase: answer well, but arouse enough interest for the user to want to find out more on your site.

What can be done to recover the traffic lost to Google's AI?

Diversify your channels. Invest in email marketing, local SEO, videos, social networks and influencers. Also strengthen your landing pages and monitor KPIs such as CTR, time on page, scroll depth and share of voice to understand where to adjust your strategy.