Have you noticed a drop in your website’s traffic and search rankings? You’re not the only one. Many businesses are experiencing a decline in organic search results. It’s no surprise that one of the biggest reasons is how AI (and a growing focus on Generative Engine Optimization aka GEO) is changing the way search engines like Google work.
The AI Shift: Why Search Engines Are Changing
Search engines are no longer just looking for keywords on a page. Instead, AI helps them understand the intent behind a search and provides the best possible answer…sometimes without the user even needing to click on a website.
- AI-Generated Summaries: Google now generates its own AI summaries at the top of search pages, pulling from different websites. A study found that when AI summaries appear, organic clicks can drop by over 70%.
- Zero-Click Searches: About 60% of Google searches now end without a user clicking on a website, as answers are provided directly in search results.
- Voice and Chatbot Search: 1 in 3 consumers use voice search now, further reducing traditional clicks to websites.
These changes are giving rise to a new SEO approach often called Generative Engine Optimization (GEO), which prioritizes content that AI can easily interpret and serve to users directly in results.
What is Generative Engine Optimization (GEO)?
GEO is the emerging approach to optimizing content for AI-powered search experiences, like Google’s Search Generative Experience (SGE). At a glance, it may sound like a new frontier, but in practice, many GEO tactics echo long-standing SEO principles.
- The basics still matter: Content quality, expertise, and clear structure (headings, short paragraphs, supporting visuals) are all critical in helping AI understand and rank your pages.
- FAQs are gaining importance: With AI often serving users Q&A-style answers, including question-based sections in your content increases visibility.
- Reviews may play a bigger role: Customer reviews (especially through Google) can add trust signals and help content surface in AI summaries.
The challenge is that unfortunately GEO is hard to measure right now (but hopefully not for long). Traditional SEO tools like Ahrefs or SurferSEO aren’t built to track how AI-generated results impact your site. New tools like HubSpot’s AI Search Grader are emerging, but their accuracy and benchmarks are still evolving.
For now, be cautious with services hyping “AI-optimized” content. With no standard tools or clear benchmarks yet, many are simply rebranding existing SEO tactics without proven results.
Why Your Website’s Traffic is Dropping
Google’s AI-driven updates make it harder for businesses to attract clicks. Search results increasingly highlight Google’s own tools (like Maps, Shopping, and YouTube) while competition for organic rankings grows.
- Google Favors Its Own Platforms: Organic results are pushed lower down the page in favor of Google-owned content.
- More Competition: More businesses are fighting for a shrinking pool of organic clicks.
- SEO Standards Are Changing: Keyword-heavy pages don’t rank as well as content that is trustworthy, in-depth, and user-focused. (this isn’t a new concept)
- Technical SEO Matters More: Slow load times, poor mobile experience, and confusing navigation negatively impact rankings.
How to Adapt Your SEO and GEO Strategy
To stay competitive, focus on creating high-quality, helpful content that truly benefits your audience. Articles should quickly answer common questions and demonstrate real expertise. According to Google, content that is well-structured, fact-based, and easy to read is more likely to be featured in AI-generated results.
1. Improve Your Content Strategy
High-quality content has always mattered, but with AI-driven search, it’s now essential. Google prioritizes content that delivers real value rather than just targeting keywords. Simply posting frequently isn’t enough. Your content must be insightful, useful, and well-structured to rank well.
Write content that answers user questions clearly and provides unique value. Instead of surface-level topics, focus on expert insights and detailed explanations that showcase your authority. (and can’t possibly be answered in just an AI summary)
Structuring your content with clear headings and summaries makes it easier for search engines and AI tools to recognize its relevance. This type of structured, high-value content is also more likely to be recognized by AI-driven search engines and surfaced through GEO mechanisms like Google’s Search Generative Experience.
2. Target the Right Keywords
Choosing the right keywords is no longer about stuffing your website with popular search terms. AI-powered search engines prioritize relevance and intent over keyword repetition. To improve rankings, focus on three main types of keywords:
- Long-Tail Keywords: These are longer, more specific phrases that reflect exactly what a user is searching for. Instead of targeting “manufacturing solutions,” aim for “best manufacturing solutions for small automotive companies.” Long-tail keywords account for 70% of all web searches and usually have less competition.
- Question-Based Keywords: Many searches are now phrased as questions, especially with voice search. Instead of just “metal fabrication techniques,” optimize for “What are the best metal fabrication techniques for aerospace parts?” Creating FAQ sections and answering specific questions within your content increases the chances of appearing in featured snippets and AI search results.
- Commercial and Transactional Keywords: These are used when someone is ready to make a decision. Instead of just “custom furniture,” optimize for “best custom furniture design company in Houston” or “hire a custom furniture manufacturer for hotels.” These keywords tend to attract users who are more likely to convert into customers.
3. Strengthen Technical SEO
A well-designed website isn’t enough; search engines also evaluate the technical foundation. Slow load times, poor mobile optimization, and broken links can hurt rankings, no matter how good the content is. Staying on top of your technical SEO ensures that search engines can properly crawl, understand, and rank your website, making it easier for users to find your content.
- Site Speed & Mobile Experience: Slow load times and poor mobile usability reduce rankings.
- Structured Data Markup: Helps search engines understand and highlight your content.
- Navigation & Fixes: Broken links and poor site structure harm user experience and rankings.
4. Build Brand Authority
Focus on quality over quantity when link building. A handful of strong, relevant links from reputable industry sources will do far more for your website’s credibility than dozens of low-quality links.
Google now prioritizes natural, authoritative backlinks, so investing in building real relationships, guest posting on respected sites, and getting organic mentions in trusted publications will help strengthen your online presence and rankings. A few strong links from reputable industry websites are far more valuable than dozens of low-quality links.
The Future of SEO in an AI-Driven World
If your rankings are slipping, don’t panic. This shift is happening across all industries and many of us are being affected. Just know that SEO is not going away anytime soon, but it is definitely changing and will never be the same. The good news is that businesses that focus on creating valuable content, strengthening their brand, and keeping up with technical best practices will continue to thrive.
Partner with MARION for Smarter SEO
Need help navigating SEO in the AI era? Contact MARION today to develop a strategy that keeps your business visible and competitive in terms of SEO, GEO, AI, and everything in between!
