If you’ve noticed fewer clicks or a dip in organic performance from Google lately, you’re not alone. AI has changed how search results are displayed, and business as usual is over.

As Andy Grove, co-founder of Intel, famously said, “There are only two options: adapt or die.” Okay, that might be a bit dramatic. But it is more important than ever to understand what’s changing and what to do about it.

How Traditional SEO Used to Work

For years, Search Engine Optimization (SEO) followed a familiar playbook:

• Target keywords
• Create content around them
• Rank well
• Get clicks

Even surface-level content could perform well if it ranked on page one. Clicking through was the default behavior.

That model has shifted.

What’s Changing in Google Search

What Is Google AI?

Google uses AI across its search experience to better understand intent, interpret content, and deliver results. AI Overviews are one visible example of this, generating summarized answers at the top of certain search results by pulling information from multiple sources.

Why Google AI Is Affecting SEO Clicks

Research from the Pew Research Center shows that searches with an AI-generated summary are roughly half as likely to result in a click compared to searches without one.

Try Googling:

• “Should I use SPF 30 or SPF 50?”
• “How do I boil an egg?”
• “What is local SEO?”

In most cases, you get what you need and move on without ever visiting a website.

Who’s Most Affected by These Changes

For some businesses, AI summaries are a real problem. This is where “adapt or die” stops being hyperbole.

These changes hit hardest for:

• Sites built on shallow, informational content
• Keyword-stuffing or templated SEO strategies
• Revenue models tied strictly to impressions

If traffic volume was the entire strategy, AI is forcing a reset.

What Still Matters in SEO

Despite all the noise around AI, the core principles of good SEO are still very much in play.

High-intent searches still lead to clicks. Well-structured websites continue to do a lot of heavy lifting. Authority and expertise still matter.

AI hasn’t replaced this foundation. It’s built on top of it.

If your content is designed to help someone dig deeper, evaluate between options, or take decisive action, you’re still well positioned. This applies especially to:

• Service-based or local businesses
• B2B brands with complex offerings
• Companies with real expertise or original insight
• Brands where SEO supports qualified leads, inquiries, or sales

How to Optimize for AI Overviews

AI Overviews tend to appear for informational and question-based searches, especially when users are looking for explanations or synthesized answers. If you want your content to be competitive in this environment, a few things matter more than ever.

Answer Real Questions Clearly

Rather than chasing random keywords, focus on questions people actually ask and answer them directly. Use clear, straightforward, authoritative responses and provide relevant context.

Structure Content for Clarity

Well-organized pages are easier to interpret and summarize. Use clear headings, short paragraphs, and logical flow. Make it easy for people and AI to scan and understand your content quickly.

Reinforce Credibility

Experience, expertise, authority, and trust matter. Content that reflects real knowledge, firsthand insight, and credibility stands out from generic summaries. Learn more about E-E-A-T here.

Master the Technical Basics

• Structured data that clarifies your business, services, and common questions
• Consistent information across your website, Google Business Profile, and directories
• Clear internal linking between related topics
• Mobile optimization, including fast load times and readable layouts
• Off-site credibility signals like reviews, forums, and video content

The Good News… Higher-Quality Clicks

While AI may reduce overall clicks for some searches, the users who do click through are often more intentional and further along in their decision-making. They’ve already gathered context and are looking for depth, validation, or next steps.

If you’re reevaluating how SEO fits into your broader strategy, or you’re ready to swap impressions for conversions, JSK Marketing is here to help.