AI search is changing the way people find answers online. From troubleshooting complex car problems, to taking you step-by-step through the perfect way to boil an egg, AI search seems to have the answer to everything (even the questions you didn’t ask it). This has led to a drop in website click-throughs – a major concern for some business owners. In April 2025, it was reported that Google’s AI overviews had reduced clicks to top-ranking content by 34.5%.
As a website and digital marketing agency, at Cognique we develop SEO strategies that keep our clients visible in the new, AI-driven search landscape.
The importance of websites
Websites are often the first point of interaction users have with a business. And whilst AI search is having an impact on the way people are finding websites (more on that below), businesses still need a purpose-built website to thrive in the age of AI.
A dedicated website is still a must-have for businesses because of the advantages it offers:
- Trust signals and credibility: A slick, professional website lends a business immediate legitimacy. Many consumers are wary of trusting a business that operates solely through social media.
- Discoverability: Websites backed by an SEO (search engine optimisation) strategy can be discovered by new customers, broadening a business’s online shopfront.
- Brand ownership: A business owns its own website, rather than “renting space” from social media platforms. This grants a business total control over its customer data, content, and branding.
How AI search affects website traffic
AI search has led to a rise in zero-click searches: more and more, users are finding the answers to their queries on the search results page itself, with no need to click through to another website.
Previously, zero-click searches only really occurred when users typed in basic queries with simple answers. However, AI search engines like ChatGPT and Gemini are able to form cohesive answers to complex queries. This has caused a subsequent drop in traffic for some websites.
Whilst this has led to a drop-off in website traffic for simple “what is” queries, business owners have the upper-hand over AI search when it comes to highly specific questions that require an expert answer.
There is also a growing demand for high quality, middle of the funnel content – educational content that speaks directly to users who are the consideration stage of investing in a product or service. Websites that provide originality, expertise, and in-depth knowledge in their content are more likely to be picked up by AI overviews as a trusted source of information.
The future of SEO in the AI age: a shift towards GEO
What is GEO?
Whilst the way people search is changing (which is nothing new), SEO remains vitally important for businesses staying visible and relevant online. At Cognique we develop all our SEO strategies with a focus on “search everywhere optimisation”. This is also known as GEO: Generative engine optimisation.
GEO is a new element to cohesive SEO strategies. As well as ensuring your website’s content is highly relevant and searchable, GEO strategies create content that is very authoritative and likely to be cited as a source for AI-generated answers.
How can a website be optimised for AI overviews?
More than ever, search engines value content that clearly demonstrates EEAT: Experience, Expertise, Authoritativeness, and Trustworthiness. As well as having a well-designed website, your content can be optimised to make it more appealing to AI search.
There are several ways to optimise website content for GEO, including:
- Structured data: Integrate FAQ and How-To schema to your website to help feed structured data directly to AI algorithms.
- Social proof: Case studies, blog author biographies, historic expert content – all this tells AI search engines your website is credible and authoritative.
- Concise content: Ensure all your content is easy to understand and well-structured, with sensible headings and clearly signposted answers to key questions.
- Keep things fresh: Regularly publish new blogs and update your content, as AI search engines (particularly Gemini) prioritise new or refreshed content.
