The article explores the impact of AI on search engine optimization (SEO) and website traffic, detailing findings from a study that analyzes user behavior and search results. It emphasizes the need for marketers to adapt their strategies to integrate AI technologies effectively for improved visibility and engagement.

An analysis of 50 websites reveals that AI Overviews and LLMs have increased homepage traffic by 10.7%, despite a decline in overall site traffic. The study suggests that while top-funnel clicks may be decreasing, bottom-funnel traffic is increasing, which can lead to higher conversion rates for brands with strong SEO strategies.