How Artificial Intelligence in Google Is Changing SEO

How Artificial Intelligence in Google Is Changing SEO: A 34.5% Drop in Website Traffic

We at NIT – New Internet Technologies Ltd. share with you important news that affects every website owner, online store, or digital brand. The latest changes in the way Google presents search results can seriously reduce organic traffic to your site – even when you rank at the top of the results.

What Is Happening in Google Search?

In 2023 and 2024, Google began actively introducing the so-called AI Overviews – automatically generated search summaries based on content from websites. These summaries appear above organic results and provide users with answers directly on the search page, without the need to click on source links.

According to Ahrefs’ April 2025 study, these AI overviews lead to a 34.5% drop in the number of clicks to the first organic result. The study covers more than 300,000 keywords and compares two periods: March 2024 (before the mass rollout of AI Overviews) and March 2025 (after the rollout).

What Does This Mean for Your Business?

Even if your website is in first place in search results, it can be “pushed” down by Google’s AI summary. That means less traffic, fewer potential customers, and a lower return on SEO investments.

Keywords for This New Era of SEO Optimization

Key phrases such as:

• SEO optimization in 2025

• drop in traffic from search engines

• AI reviews in Google

• organic search and artificial intelligence

• how to protect your site from traffic loss

…are no longer just part of marketing strategies – they are questions of survival in the digital environment.

How Can NIT Help You?

Our team of experts in SEO optimization for search engines in Bulgaria has many years of experience in creating sustainable digital strategies. We don’t just follow the latest trends – we analyze, implement, and adapt them to our clients’ needs.

We offer:

Traffic and keyword analysis – we identify where traffic is being lost and why;
Content updates for AI compatibility – so your links appear in AI Overviews;
Technical SEO optimization – to improve the structure, speed, and security of the site;
Content strategy development – that answers user questions and increases your visibility in Google, including in AI formats.

What Should You Do Now?

If you notice a drop in traffic to your website, don’t attribute it only to seasonality or competition. The reason may be changes in algorithms and the appearance of AI Overviews.

Contact us to perform a professional SEO audit and build an adaptation strategy.
Let’s create content together that Google values and that users find useful.
Be at the top – not only in the results, but also in the trust of your customers.

Artificial intelligence is changing the way people search for and find information online. But change does not mean the end – it is an opportunity for adaptation and growth.

We at NIT believe that success in SEO depends not only on algorithms – it starts with the right partner.