The Future of Organic Traffic: Adapt or Fossilise

Once upon a time, in the golden age of search engines, a simple Google query was a voyage of discovery. You typed, you clicked, you explored a delightful assortment of websites like a digital Indiana Jones, armed with nothing but curiosity and a mouse.

But times have changed. AI Overviews have entered the search landscape, providing instant answers, while ChatGPT and other AI tools are reshaping search behaviour. The question isn’t whether organic search is in trouble—it’s how businesses need to adapt to these shifts without falling into panic mode.

AI Overviews and Click-Through Rates: A Shift, Not a Collapse

Let’s cut to the chase: AI Overviews do impact click-through rates (CTR), but the situation isn’t catastrophic. According to Seer Interactive, organic clicks drop from 2.94% to 0.84% when AI Overviews appear—a notable shift, but not the end of search as we know it. Even paid ads have seen a CTR drop of over 50%, from 21.27% to 9.87%.

However, Google’s overall traffic remains stable. The takeaway? AI Overviews mean users are engaging differently, not disappearing entirely. Businesses need to adjust their strategies rather than assume extinction.

The ChatGPT Effect: Search Is Expanding, Not Vanishing

While AI tools like ChatGPT are luring users away from traditional search, they are also driving traffic to new sources. As of November 2024, ChatGPT was referring traffic to over 30,000 unique domains, showing that search behaviour is fragmenting rather than collapsing.

For SMEs, this presents an opportunity. If people are getting answers from AI instead of traditional search, the focus should shift towards ensuring your business is visible within AI-driven environments—not just Google.

Why SEI Matters More Than Ever

This is where Search Engine Influence (SEI) comes in. Unlike old-school SEO, which revolves around chasing algorithms, SEI is about building long-term visibility, credibility, and relevance. AI tools pull from sources they deem authoritative—so businesses must position themselves as trusted, high-value contributors to the conversation.

Leigh Baker from Terminology puts it perfectly: "When search behaviour shifts, the businesses that thrive aren’t the ones clinging to outdated tactics—they’re the ones embracing influence over pure optimisation." (Read more on Leigh’s blog).

SEI is built on seven key elements that help businesses maintain visibility and trust in an evolving digital landscape:

1. Story – Crafting a compelling, authentic brand narrative that resonates with your audience.

2. Message – Communicating clearly and consistently across all platforms to build recognition and engagement.

3. Brand – Establishing trust, credibility, and a strong identity that ensures people remember you.

4. Content – Producing high-quality, relevant, and useful information that positions you as an expert.

5. Delivery – Ensuring your content reaches the right people at the right time, whether through AI, search, or direct engagement.

6. Optimisation – Fine-tuning content for discoverability across AI-driven and traditional search platforms.

7. Analysis – Continuously measuring and refining strategies to maintain effectiveness in a changing landscape.

The Terminology Spirit of Experimentation

At the heart of SEI is experimentation—the ability to test, learn, and refine strategies based on real-world insights. The businesses that thrive in this AI-driven search landscape aren’t the ones clinging to rigid formulas but the ones willing to experiment, adapt, and innovate.

Think of it like Tony Stark in Iron Man: he didn’t perfect his suit on the first try—he built, tested, exploded a few prototypes, and kept refining. That’s how SMEs should approach SEI. It’s not about locking in one perfect strategy forever—it’s about staying nimble, creative, and ahead of the curve.

What SMEs Should Focus on Now

1. Be the Authority AI Can’t Ignore

AI Overviews summarise generic content but struggle with deep expertise. If your business produces unique insights and in-depth content, AI will have to cite you as a source.

2. Optimise for AI, Not Just Google

With AI-driven platforms playing a bigger role in discovery, businesses must adapt their content for AI-driven environments. Structured data, authoritative references, and being present in trusted sources will be key.

3. Use AI as a Tool, Not Just a Threat

The same AI that’s reshaping search can enhance your marketing—from improving customer engagement to personalising content. SMEs that leverage AI strategically will have a competitive edge.

4. Leverage SEI to Stay Relevant

Rather than playing a never-ending game of SEO catch-up, SEI enables businesses to stay ahead by focusing on influence over algorithm-chasing. AI and search engines reward businesses that consistently produce valuable, authoritative content. The more influence your business builds, the less you have to worry about individual algorithm updates.

5. Find Your Own Unique Path to Success

Every business is different, and there’s no single playbook for success in this AI-driven world. SEI encourages SMEs to experiment, take calculated risks, and develop their own distinct approach. Whether it’s through unique storytelling, niche expertise, or community-driven content, the key is to stand out and stay adaptable.

Adapt, Experiment, Thrive

Organic search is changing, but it’s far from dead. AI Overviews and ChatGPT are shifting how people find information, not eliminating the need for businesses to be visible. By embracing SEI, AI optimisation, and a mindset of experimentation, SMEs can thrive in this new search era instead of fearing it.

Businesses that focus on long-term influence, rather than short-term hacks, will remain resilient—regardless of how search continues to evolve.

As Doc Brown said in Back to the Future, "Your future hasn’t been written yet. No one’s has. So make it a good one!" The same applies to SMEs navigating the future of search—experiment, adapt, and write your own success story.

  Author: Ian Hopkinson 

    Digital Madman, Founder of Terminology and Mad Scientist Digital

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    Websites: Terminology / / Mad Scientist / / Hopkinson Creative