AI’s Impact on SEO: What You Need to Know for Your Website

If you’ve noticed a drop in your website traffic, you’re not alone. The world of search is undergoing a massive transformation, with artificial intelligence at its core. From Google’s new AI Overviews to the rise of conversational assistants like ChatGPT, the way people find information—and the way businesses get found—is changing faster than ever.

For businesses that depend on SEO for leads, brand awareness, and sales, this shift is a wake-up call. It’s time to understand what’s happening, why it matters, and what you can do to ensure your business remains visible and relevant in an AI-shaped search world.

What’s Actually Changing?

AI is Answering Questions Before Users Click

Google’s AI Overviews now summarize content from various websites and display it at the very top of the search results page. This provides users with a quick, AI-written summary, reducing the need to click through to multiple sites. While this is convenient for users, it can significantly impact your website’s click-through rate. Prominent companies have already reported substantial traffic declines, highlighting a new reality: to stay visible, your content needs to be the source for the AI summary, not just a link below it.

Page-One Visibility is Shrinking

The space for organic links on the first page of search results is diminishing. With ads, AI summaries, and featured snippets taking up prime real estate, fewer traditional links appear “above the fold.” This means that simply ranking on the first page is no longer enough. Your content must be structured to provide a direct answer, or risk being buried by newer, flashier formats.

Trust, Structure, and Clarity Are Now Critical

AI-powered search engines are placing a heavy emphasis on EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness). This means that vague, keyword-stuffed content is losing its value. To stand out, your site needs to demonstrate genuine credibility and offer truly helpful content, ideally from someone with real-world experience and knowledge—like you.

How to Stay Visible in an AI-Driven World

1. Make Your Content AI-Friendly

To increase your chances of being featured in AI summaries, you need to help the machines understand your content.

• Use clear headings and subheadings to make your content scannable.
• Incorporate bullet points, lists, and short, concise answers to common questions.
• Utilize schema markup (like FAQPage or Article) to tell search engines exactly what your content is about. This approach isn’t just about technical optimization; it’s about creating content that is readable, skimmable, and genuinely useful for both humans and AI.

2. Share Your Unique Expertise

AI is becoming more sophisticated at distinguishing between generic information and true expertise. Your personal perspective and experience are now your most valuable assets. Share what you know, include real-world case studies, and don’t hesitate to share unique insights or lessons learned. The more specific and grounded your content is, the better it will perform. For example, a credit card provider shouldn’t just write “What is a balance transfer?” but rather, “Common Pitfalls of Balance Transfers: Insights from Our Customer Service Team.” This approach provides a unique, authoritative voice that generic content can’t replicate.

3. Optimize for How People Talk

Thanks to AI assistants and voice search, people are using more natural, conversational language in their queries. Instead of optimizing solely for “low-interest credit card,” create content that answers full questions like “What’s the best low-interest credit card for students in Australia?” or “Can I transfer a balance without paying extra fees?” These longer, more specific queries are less competitive and more aligned with how users are actually searching today.

4. Build Depth, Not Just Reach

Spreading your content thin across every imaginable topic can confuse AI about your site’s core purpose. Instead, focus on building topical authority by creating “clusters” of in-depth content around a specific subject. For a credit card provider, this might mean a series of articles on:

• Choosing the right card (travel, balance transfer, low interest)
• Understanding and avoiding credit card fees
• Tips for building your credit score responsibly By internally linking these pages and keeping them updated, you position your site as a trusted and comprehensive source on those topics.

5. Use AI Tools Wisely—But Don’t Outsource Your Brain

AI tools are excellent for streamlining your SEO process, from keyword research to content outlines. However, avoid letting AI write your content from start to finish. This often results in bland, generic content that Google is increasingly penalizing. The winning strategy is to use AI to accelerate your workflow, then infuse your own unique expertise, voice, and insights. That human touch is what makes your content truly valuable and distinct.

Is SEO Still a Worthwhile Investment?

Absolutely. The rules of the game have changed, but the fundamentals remain the same: quality content, clear structure, genuine authority, and helpful answers. AI is not killing SEO; it’s forcing it to evolve and mature. The businesses that succeed in this new landscape will be the ones that:

• Remain flexible and adaptable to change.
• Focus on truly helping users, not just pleasing algorithms.
• Combine strategic thinking with real-world substance.

This is where we come in. At Finlay, we help brands build more innovative digital strategies that combine content, UX, and technical excellence to thrive in an AI-driven world. If you’re ready to get ahead of the curve, we’d love to chat.