Will generative AI change how your website ranks?
Wednesday 2nd July 2025
Google is continuing to integrate generative AI into its search experience, meaning the traditional search engine optimisation (SEO) is having to adapt and change.
The introduction of AI generated summaries is changing how information is discovered, presented and consumed online. For website owners, this evolution carries significant implications for organic visibility and referral traffic.
Google’s search generative experience (SGE)
In August 2024, Google introduced AI generated summaries to its searches in the UK. These summaries directly display information from various websites on the search engine listing, meaning users no longer need to click through to websites to retrieve information. This update is helpful for users who can find information quicker, but it has impacted website visits.
Evidence of declining organic traffic
Tela has completed research into the decline of organic traffic and has found recent data from publishers and SEO platforms that explains the decline.
Search Engine Land
According to a report by Search Engine Land, several online publishers have experienced traffic drops of 20 to 40 percent. These declines are most pronounced on articles that previously ranked well for informational queries.
SemRush
A study by Semrush shows that over 57 percent of mobile searches in 2023 resulted in no click at all. Generative AI is likely to accelerate this trend, as it directly answers queries on the results page.
SparkToro
Early experiments published by SparkToro and SEO experts such as Rand Fishkin indicate that AI snapshots appear above 80 percent of traditional organic listings in eligible queries, further pushing down visibility.
Strategies to consider
The rise of generative AI does not eliminate the value of SEO, but it demands a shift in approach. To remain competitive and visible in this evolving search environment, companies need to consider adapting and using new strategies.
EEAT
Google’s Search Quality Rater Guidelines continue to emphasise the importance of Experience, Expertise, Authoritativeness and Trustworthiness (Google’s Guidelines PDF). Content that meets these standards is more likely to be surfaced in AI responses.
Brand awareness
Branded searches are largely unaffected by SGE. Strengthening brand awareness increases the likelihood that users will seek out your website directly, regardless of changes in search design.
Unique content
Create content that cannot be easily summarised by AI, such as in-depth analysis, opinion pieces, primary research, community-driven insights, or interactive tools.
Diversity traffic sources
Reliance on organic traffic is increasingly risky. Build resilience by investing in newsletters, social media, owned communities, podcasts and partnerships.
Final Thoughts
Google’s implementation of generative AI is reshaping the future of search. While it enhances the user experience by delivering fast and comprehensive answers, it also reduces opportunities for visibility and engagement.