The Impact of AI Search on Website Traffic: Strategies for Staying Relevant
The digital landscape is undergoing a seismic shift with the rise of AI-driven search platforms like Google’s AI Overviews, Bing’s Copilot, and X’s Grok. These technologies are redefining how users discover information, moving away from traditional search engine results pages (SERPs) with their familiar “ten blue links” to conversational, synthesized answers drawn from multiple sources. This evolution is significantly impacting website traffic across industries, presenting both challenges and opportunities for businesses seeking to maintain visibility. In this blog post, we’ll explore how AI search is reshaping website traffic, highlight key statistics, discuss the role of structured data and Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines in staying relevant, and examine the specific impact on the Managed Service Provider (MSP) industry.
The Shift to AI Search: A New Era for Website Traffic
AI search engines utilize natural language processing (NLP) and large language models (LLMs) to provide concise, summarized answers directly on the SERP, often eliminating the need for users to click through to websites. This shift has led to a phenomenon known as “zero-click searches,” where users find the information they need without having to visit a site. According to a 2025 study by Semrush, AI search visitors are projected to surpass traditional search visitors by 2028, indicating a significant shift in user behavior. Another study by Advanced Web Ranking found that AI Overviews appear in only 12% of queries but significantly push organic results down the page, reducing visibility and click-through rates (CTR) by up to 34.5% for top-ranking pages in some cases.
The impact is particularly stark for industries that rely heavily on informational queries, such as healthcare, law, and technology, where AI Overviews are more prevalent. For instance, a WordStream analysis revealed that websites ranking in the top four positions for queries like “what,” “how,” or “tips” saw a 7% drop in CTR when AI Overviews were present. However, there’s a silver lining: when a brand is cited in an AI Overview, its CTR can increase, emphasizing the importance of being a trusted source. Despite AI search driving less than 1% of traffic to most sites as of June 2025, its growth trajectory suggests businesses must adapt swiftly to avoid losing ground.
The Role of Structured Data in AI Search Optimization
Structured data, such as schema markup, is a cornerstone of maintaining visibility in AI-driven search. By providing machine-readable context, structured data enables AI algorithms to understand and categorize content, thereby increasing the likelihood of being featured in AI Overviews or other generative responses. Schema types like FAQPage, HowTo, and Article are particularly effective for generating rich results, such as featured snippets or knowledge panels, which AI systems often pull from. For example, implementing FAQ schema can align content with question-based queries, which are common in AI search, as 72% of Gen Z users prefer conversational answer formats.
Google’s Search Central documentation emphasizes that no special schema is required for AI Overviews; however, existing SEO best practices, such as ensuring crawlability and using structured data, remain critical. Structured data enhances a site’s relevance by explicitly defining entities, such as services, products, or authors, making it easier for AI to extract and cite accurate information. A case study by The Search Initiative demonstrated a 2,300% increase in AI referral traffic for a client after implementing structured data and optimizing for natural language queries, underscoring its impact.
To maximize effectiveness, businesses should:
- Use schema markup to highlight key content, such as FAQs or how-to guides.
- Ensure content is crawlable by avoiding JavaScript-heavy rendering, as many AI crawlers don’t execute JavaScript.
- Validate structured data to ensure it aligns with Google’s guidelines, enhancing eligibility for rich results.
Leveraging Google’s E-E-A-T Guidelines for Relevance
Google’s E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—is more critical than ever in the AI search era. AI Overviews prioritize content from sources deemed trustworthy, often favoring established publishers, government sites, or brands with strong backlink profiles. Building E-E-A-T involves demonstrating expertise through high-quality, original content, citing credible sources, and showcasing author credentials. For instance, including expert authors or third-party citations can signal authority to AI algorithms, increasing the chances of being referenced in summaries.
Trustworthiness is particularly vital, as AI systems synthesize information from multiple sources, looking for consistent, detailed references to a brand or its offerings. Businesses can enhance E-E-A-T by:
- Engaging in digital PR to secure citations from reputable publications.
- Actively managing online reputation, including reviews and user-generated content, to reinforce credibility.
- Creating in-depth, entity-rich content that addresses user intent comprehensively, aligning with AI’s preference for specific, well-structured information.
A strong E-E-A-T profile not only boosts visibility in AI search but also mitigates the risk of misrepresentation, as AI may otherwise pull outdated or inaccurate data from external sources.
Impact on the Managed Service Provider (MSP) Industry
The MSP industry, which relies heavily on organic search to attract clients seeking IT solutions, is particularly vulnerable to disruptions in AI search. With AI platforms like Google’s Search Generative Experience and X’s Grok delivering conversational answers, MSPs face reduced click-through rates for informational queries like “What are managed IT services?” or “How to improve cybersecurity?” Early data indicates that referral traffic from AI assistants accounts for 4–8% of organic traffic for MSP sites optimized for AI search, a figure expected to grow as adoption increases.
For MSPs, the challenge lies in adapting to a landscape where traditional rankings are less relevant, and being cited in AI responses is paramount. AI search prioritizes concise, contextually rich content that directly addresses user intent, making it essential for MSPs to optimize for question-based queries and long-tail keywords. For example, structuring content with headings like “How does managed IT improve cybersecurity?” followed by clear, answer-first responses can increase the likelihood of being featured in AI Overviews.
Moreover, MSPs must focus on technical SEO to ensure crawlability and implement structured data to highlight services such as cloud management or cybersecurity solutions effectively. Partnering with an MSP SEO Agency can provide tailored strategies to navigate these changes, combining structured data implementation, semantic content optimization, and E-E-A-T-focused tactics to boost visibility. By establishing topical authority through comprehensive content and securing third-party citations, MSPs can position themselves as trusted sources in AI-generated answers, driving higher-quality traffic despite reduced overall clicks.
Strategies for Thriving in the AI Search Era
To stay relevant, businesses across all industries, including MSPs, must adopt a multifaceted approach:
- Optimize for Conversational Queries: Use question-based headings and concise answers to align with AI’s preference for natural language.
- Invest in Digital PR: Secure mentions in authoritative publications to enhance brand authority and increase citation likelihood.
- Track AI Traffic: Use tools like Google Analytics 4 or Semrush to monitor AI referral traffic and adjust strategies accordingly.
- Refresh Existing Content: Update older content with key takeaways, structured formats, and conversational tones to improve AI visibility.
- Leverage Video Content: Optimize YouTube videos with detailed descriptions and tags, as AI Overviews often prioritize multimedia.
Conclusion
AI search is reshaping website traffic, with studies showing potential traffic drops of up to 25% for sites not optimized for AI Overviews. However, by leveraging structured data and adhering to Google’s E-E-A-T guidelines, businesses can enhance their visibility in AI-driven search. For the MSP industry, adapting to these changes is critical to maintaining a competitive edge, and partnering with an MSP SEO Agency can provide the expertise needed to thrive. By embracing structured data, building authority, and optimizing for conversational queries, businesses can turn the challenges of AI search into opportunities for growth, ensuring they remain relevant in an increasingly AI-dominated digital landscape.
