Why Is Generative Engine Optimization Killing Your Traffic?

GEO isn’t killing your traffic—AI Overviews are. When AI answers queries directly, users don’t click through to source websites. Pages ranking #1 for informational queries have seen 40-60{369222a1c11721afe8c91379832aa353e273de010413835b05aa2cd58260b247} click-through rate drops since AI Overviews expanded. The solution isn’t avoiding GEO; it’s adapting your content strategy to earn citations within AI-generated answers.

Is GEO Actually Causing Traffic Declines?

GEO isn’t causing traffic declines—AI Overviews displaying answers directly on search results pages are. GEO is the strategy for earning citations within those Overviews. Blaming GEO for traffic loss is like blaming umbrellas for rain—the umbrella appeared because of the rain, not the other way around.

How Much Traffic Are Websites Actually Losing?

Websites are losing 40-60{369222a1c11721afe8c91379832aa353e273de010413835b05aa2cd58260b247} of clicks on queries where AI Overviews appear. Informational queries are hit hardest. “What is” and “how does” questions now frequently receive direct answers. Not all traffic is affected equally—commercial and transactional queries retain higher click-through rates.

What Happens to Content Marketing If Clicks Decline?

Content marketing shifts from a traffic-acquisition model to a visibility-and-authority model. Brand mentions in AI answers provide value even without clicks. Lead generation still requires clicks, but someone who clicks through despite seeing an AI answer is actively seeking more detail—a smaller but higher-intent audience.

What’s the Best Response to AI-Driven Traffic Changes?

Combine GEO implementation for AI visibility with strategic content prioritisation toward commercial-intent queries and differentiated information that AI can’t replace. Implement GEO structures across existing high-value content. Shift investment toward content AI can’t replicate: original research, case studies, tools, and expert commentary.