Why Your Organic Traffic May Be Dropping and What to Do About It

If your organic traffic has taken a hit lately, you’re not alone.

Since Google rolled out its AI Overviews, some websites have seen traffic drop as much as 60%. The culprit? AI-generated answers that give users the information they’re looking for—without ever clicking on a link.

It’s part of a growing trend known as “zero-click searches,” and it’s shaking up how brands think about SEO and content strategy.

But here’s the good news: This shift doesn’t mean your content isn’t working. It just means the way people find content is evolving. And with the right strategy, you can still win.

The New Search Reality: Meet “The 60% Problem”

When AI Overviews answer questions directly in the search results, users often don’t need to visit your website at all. According to Forbes and marketers across industries, this has created what’s being called “The 60% Problem”—a reference to the sharp decline in traffic some businesses are now seeing.

But traffic alone doesn’t tell the whole story. In fact, high traffic doesn’t always mean high impact. That’s why it’s time to rethink the metrics that really matter.

The Metrics That Matter Now

Old SEO success metric:
“Are we getting enough people to our site?”

New content success metric:
“Are the right people taking the right actions once they get there?”

At LeadG2, we’re helping companies shift their focus from traffic to engagement and conversion. Here are a few KPIs that matter more than ever:

• Engagement Rate – Are visitors spending time with your content?

• Session-to-Contact Rate – Are they converting into leads?

• Repeat Visitors – Are they coming back to take action?

• Email List Growth – Is your owned audience growing?

A Smarter Content Strategy for the AI Era

To adapt, we’ve refined our approach—especially when it comes to blogging. We’re not blogging less because content is less valuable. We’re blogging less because we’re doubling down on what works.

Here’s how:

We’re prioritizing blogs that: