Organic traffic has always been unpredictable, especially when it comes from Google search. A single Google algorithm update can throw things off, and as in the case of Google’s Helpful Content Update, sometimes it can create entirely new marketing landscapes.
If you’ve seen a drop in organic traffic in the latest year or two and you’re wondering if you need to bounce back from an update, you’re not alone. I’ve seen companies lose all of their traffic from the Google Helpful Content update. Some have suddenly recovered. Others have had a harder road back to the top. Still others are still struggling or have given up.
Don’t be one of those who give up. Google updates are a reality of the digital marketing space, but that doesn’t mean you’re helpless. If you want your brand to survive and grow, it’s important to study why traffic for some companies and individuals is dropping.
Let’s break that down here. Then, I’ll run over a few suggestions that we’ve found are helping brands restart growth marketing momentum in the new age of AI-driven search.
Sometimes understanding the problem gets you halfway to the solution. In this case, if you’re seeing less organic traffic, understand there’s a chance it is from no fault of your own. Google’s AI Overviews (and similar generative AI search engines) are generating huge quantities of basic responses for consumers. This is grabbing a chunk of organic traffic from the traditional “blue links” SERPs.
SERPs are evolving in other ways, too. Along with AIO, Google’s search engine results pages include things like business profiles, featured snippets, and answer boxes. Most of these are designed to keep Google search users within the Google platform, rather than sending them away as organic search traffic to a third-party site. And these SERP features are expanding to better respond to queries and search intent.
User behavior is changing, too. Rather than a starting point, generative AI tools are quickly becoming a place where the bulk of an individual’s research takes place.
I know this from personal experience. For instance, I’ve been looking for a new car. Rather than go out and dig up the data to compare models and features, I am using ChatGPT to aggregate and clarify my options, like comparing the different trim levels of a 4Runner to see exactly what I want. Using ChatGPT allows me to search in one place, rather than having to click through to multiple pages for each trim level.
You can hear more about how I use ChatGPT for research nine minutes into this webinar I recently hosted with Relevance President Misty Larkins called Navigating the AI Landscape. The key takeaway here is that search engines and their users are causing a significant drop in organic search that so many companies are experiencing. The question is, what can you do about it?
I’ve talked to enough people at this point to know that I’m not an outlier. This is the new way to get search results, and it is dramatically influencing organic search traffic. This isn’t the end of search. It’s just a shift in function — and it means we need to be ready to adjust and adapt.
That said, here are three of the best ways I’ve either experienced or seen others take action to align with and benefit from the new reality of search.
Diversification is a healthy piece of any SEO strategy. With AI profoundly impacting traditional SEO, setting up multiple content channels is more important than ever.
This spreads out your impact and allows you to build multiple SEO traffic sources. It also develops an owned distribution network that enables you to invest in various content formats — any one of which might benefit from a Google update, even if another is negatively affected.
Diversification also forces you to focus on a broader growth marketing strategy. Rather than being too granular by over-emphasizing one thing like your social media strategy, you are forced to consider how each piece feeds into your larger strategy. This omni-channel approach to marketing is a bigger need than most people like to admit. For instance, I find many clients who come to Relevance for growth marketing have failed to focus and optimize their nurturing campaigns. Sure, their lead gen is identifying potential clients, and their brand awareness is solid. But this leads to email campaigns that are short-sighted, half-thought out, or non-existent.
If you want to stay relevant, don’t just think about fresh traffic. Make sure you’re diversifying your channels, being holistic in scope, and A/B testing to make sure you’re meeting nurture and conversion metrics, too. Speaking of metrics…
Measuring everything tells you nothing. In the past, organic traffic was a major indicator of the success or failure of an SEO initiative. That simply isn’t the case anymore.
I already touched on the fact that AI Overview and AI-powered search tools are siphoning away traffic. If you’re curious how much traffic, Search Engine Journal recently shared that nearly three-quarters of problem-solving queries feature a Google AI overview answer.
The reality is that people simply aren’t clicking through search results the same way they used to. So, what metrics still matter, then? Some things are the same. Impressions, keyword ranking, and on-site technical SEO, for instance, are still worth watching. In addition, track meaningful metrics including:
Each of these is still relevant, even as AI search influences them. Conversion rate optimization (CRO), for example, is even more important now that traffic is lower. If you’re getting a decent amount of traffic, make sure you're converting that traffic efficiently.
Direct traffic is also a growing factor. At Relevance, we’re seeing more people with increasing direct traffic as people discover brands in GSEs and on social platforms and find they want to learn more.
One great example of this is one of my ecommerce clients that sells to distributors. While they had a slight dip in organic traffic over the last three months compared to the previous year, their direct traffic increased by 10%. We’ve attributed this shift primarily to this ongoing change in search behavior.
The takeaway here? The way people search is changing. Make sure your metrics are adjusting along with this shift.
My final piece of advice is an oldie but goodie. Stay adaptable. This has been true for years, and the need for flexibility is only increasing as technology becomes more sophisticated and capable.
If you’re noticing changes in your growth marketing results, take the time to adjust your strategy. Use tools like Google Trends to track changes in your industry and audience. Be proactive about tracking and testing new AI marketing tools and features.
In a broader sense, make sure you’re evaluating quality over quantity while the entire digital marketing world is making this AI-powered pivot. Stay focused on your audience and always create content for readers first and search engines second. Watch the right metrics, and above all, make sure you keep a human touch in all that you’re doing.
If you’ve seen a drop in your organic traffic, don’t panic. A lot of brands are doing the right things right now and seeing the same kind of discouraging results.
If you want to recapture some momentum, don’t just go back to the same-old SEO playbook. Invest in diversified content channels, omnichannel growth marketing strategies, and tracking helpful metrics. Stay adaptable, and foster a teachable mindset as you go.
If you are looking for a helping hand, our team at Relevance can help. We have walked alongside our clients throughout the last year, helping them make adjustments and stay on track toward their growth marketing goals. Contact us for a FREE strategy session, and together we can look at the best next move for your brand in the new era of AI search.
