Marketers are waking up to a weird reality: AI tools like Google AI Overviews, ChatGPT, and Perplexity are rewriting the rulebook on SEO.
A recent study found that 39% of marketers saw their traffic dip shortly after AI Overviews launched—like waking up to find your audience ghosted you overnight.
Meanwhile, 83% of marketers use AI, but most are just dipping their toes—mostly using it for grunt work, not strategy. And guess who’s stealing the show?
Gen Z. These folks are opting for ChatGPT or even TikTok to get answers—Google’s no longer the default.
What’s Really Going On?
Think of AI Overviews like the cliff notes of a book—they give the gist without making you click the actual chapters.
That means sites that used to bask in SEO glory are suddenly invisible. But traffic isn’t the only thing at stake; as fewer people click links, publisher revenue and audience relationships start crumbling.
A Deepening Shift in Search Behavior
Remember when Google was synonymous with search? Younger users—especially Gen Z—are breaking the mold, favoring AI tools and social platforms over traditional search engines. It’s a shift driven by trust and convenience, not just habit.
Not Just SEO—We’re Talking AI SEO, AEO & GEO
Now, here’s where the plot thickens. Traditional SEO methods—keyword stuffing, backlink hustling—are slowly losing their edge. Enter AI SEO, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO). These are the new survival skills:
- AEO is about crafting content in a conversational, Q&A style that AI tools love. Think short, structured answers that AI can easily pull into summaries.
- GEO is about getting cited. You want your content to show up inside AI-generated answers—so it needs structure, authority, metadata, the works.
If clicks are slipping, being cited is the new gold.
What This All Means (My Two Cents)
If you’re still leaning on old-school SEO tactics, you’re basically sending invites to a party that no one wants to attend anymore. Build for value, not vanity. Here’s a quick, real-talk survival checklist:
- Write with purpose—quick, structured answers win in AI summaries.
- Build trust—expert content, real voices, and citations matter more than ever.
- Stay nimble—monitor shifts, adapt your content game, and don’t be afraid to pivot.