We’re seeing a lot of Australian SMEs asking about drops in Google traffic, and whether the rise of AI is the cause. It’s a valid concern, but the reality is usually more nuanced than a simple ‘yes’ or ‘no’. While AI *is* changing the search landscape, it’s rarely the sole driver of traffic declines. Let’s analyse what’s likely happening and what you can do about it.

Firstly, Google’s algorithm is constantly evolving. Major updates happen several times a year, and these can significantly impact rankings. These updates aren’t necessarily *about* AI, but they often focus on rewarding high-quality, helpful content – something AI-generated content often struggles with. Google prioritises content that demonstrates expertise, authoritativeness and trustworthiness, known as E-E-A-T. If your content hasn’t been regularly updated to reflect this, you’ll likely see a drop.

Secondly, the increased competition for search results is a key factor. More businesses are investing in search engine optimisation (SEO), meaning more websites are vying for the same keywords. This naturally pushes some sites down the rankings. We’re also seeing a rise in ‘zero-click searches’ – where Google provides an answer directly on the search results page, reducing the need for users to click through to a website. This is where featured snippets, knowledge panels and AI-powered overviews come into play.

Now, let’s address AI directly. Google’s Search Generative Experience (SGE) and similar AI-powered features *are* changing user behaviour. Some users are getting answers directly from AI, bypassing traditional search results. However, this doesn’t automatically mean a huge traffic loss for everyone. It primarily impacts searches for informational queries – things like ‘how to’ questions. For searches with commercial intent (e.g., ‘buy running shoes Sydney’), traditional search results remain dominant.

• Content Audit: Review your top-performing pages. Are they still comprehensive, accurate and up-to-date?
• Keyword Research: Revisit your keyword strategy. Are you targeting the right terms, and are there new opportunities?
• E-E-A-T Focus: Strengthen your content’s E-E-A-T signals. Showcase expertise, build authority and ensure trustworthiness.

Don’t panic and assume AI is solely responsible. A comprehensive SEO audit, focusing on content quality and relevance, is the best first step. We recommend prioritising content that addresses specific customer needs and offers unique value. By focusing on delivering exceptional user experiences, you’ll be well-positioned to navigate the evolving search landscape, regardless of how AI continues to develop.