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How Artificial Intelligence in Google Is Changing SEO

Google AI Overviews Are Driving a 34.5% Drop in Traffic

Google AI overviews reduce traffic by 34.5 percent. See how to protect your website with an effective SEO strategy

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.

Често задавани въпроси

What are Google AI Overviews?
Google AI Overviews are automatically generated search summaries based on content from websites. They appear above organic results and give users answers directly on the search page, often without clicking source links.
How much traffic can AI Overviews reduce?
According to an Ahrefs April 2025 study, AI Overviews led to a 34.5% drop in clicks to the first organic result. The study analyzed more than 300,000 keywords and compared March 2024 with March 2025.
Can my website lose traffic even if it ranks first in Google?
Yes. Google’s AI summary can appear above organic results and push your page lower on the screen. That can reduce clicks, traffic, and the return on your SEO investment even when you hold a top ranking.
How can NIT help protect my website from traffic loss?
NIT offers traffic and keyword analysis, content updates for AI compatibility, technical SEO optimization, and content strategy development. The goal is to improve visibility in Google search and in AI formats while adapting to new search behavior.
Why should I request an SEO audit now?
If your traffic has dropped, the cause may be more than seasonality or competition. Changes in Google’s algorithms and the growth of AI Overviews may be affecting your site, so a professional SEO audit can help identify the problem and guide adaptation.
What SEO focus is important in 2025?
In 2025, SEO needs to account for traffic drops from search engines and AI reviews in Google organic search. Content and technical optimization should be built to answer user questions clearly and remain visible in both traditional results and AI summaries.

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