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.
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.
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?
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:
Use FAQ-style formatting for AI-readability
Include question-based headings with clear, helpful answers
Are interlinked with pillar pages to guide the user journey
Get distributed through email and social, not just published
We’re investing more in content that drives ROI:
Landing and Pillar Pages built for conversion
SEO-friendly Social Content to drive engagement outside Google
Email Newsletters to nurture leads and build your owned audience
Premium Content that educates and converts
Whether you’re seeing a traffic dip or just want to stay ahead of the AI curve, this is the moment to evolve your content strategy.
At LeadG2, we’re helping our clients do exactly that by:
Tracking metrics that reflect real business outcomes
Creating content that performs across platforms—not just in search
Adjusting cadence and content types based on performance
Staying agile as AI continues to evolve
Want to future-proof your content strategy? Let’s talk. Whether you're on HubSpot or just looking to get more out of your existing marketing efforts, we’re here to help you grow smarter in the age of AI.