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The online search revolution is underway. Since the emergence of AI assistants such as ChatGPT, Perplexity and Google Search Generative Experience (SGE), a new reality has emerged: click-free search. For marketing professionals and content creators, this development has a major (and often painful) impact on organic traffic. Some companies are already seeing a 15 to 64% drop in their SEO traffic! Faced with these upheavals, a crucial question arises: how should we approach SEO and generative AI in 2025 so as not to sink into digital oblivion?
Approximately 60% of Google searches do not generate any clicks. The reason? Internet users find their answer directly on the results page, via an insert generated by artificial intelligence (called “AI Overview” at Google).
For example, type in “what does an employment contract contain?” or “why is the sky blue?” and you will see a box generated by Google’s AI at the top of the page. This summary provides a clear answer without the user having to click on a link. And that’s where the problem lies: in 6 out of 10 cases, this summary is enough for the user, and these concise answers overshadow the organic links.
As a result, even sites that appear in the top positions see their visibility decline: some natural results are now pushed back by more than 1,500 pixels, or 2 to 3 full scrolls on mobile or desktop. The result is a sharp drop in click-through rates (CTR), even for well-ranked content.
If your SEO strategy relies on content such as “guides”, “tutorials” or “definitions”, you are particularly affected. This type of content is now very often absorbed by AI, which extracts the essential information to respond to users directly on Google. For you, this means fewer clicks, fewer leads and therefore fewer conversions.
Forget generic, recycled or overly formatted content: it’s no longer enough! In the age of AI-assisted search, your goal is no longer just to “rank well”, but to become THE answer that AI will choose to summarise and source in an AI Overview.
To achieve this, all published content must:
As you will have understood, it is this dual effort, human in form and algorithmic in structure, that maximises your chances of visibility in next-generation search engines.
In concrete terms, AI will prioritise:
The good news is that internet users who still click on natural links are often more qualified. They have already consulted the AI Overview, but want to go further. This is particularly true in complex fields (SaaS, B2B, finance, healthcare, etc.), where AI responses do not yet seem legitimate or serious enough in the eyes of users. As a result, the conversion rate is higher, sometimes up to 10% on traffic from AI searches.
Think about the search intent beforehand: is the user looking to understand, compare, buy, or learn more? It is this subtle relevance (rather than keywords) that will make the difference in tomorrow’s rankings.
If we had to summarise this article in one sentence, it would be this: don’t try to be number one on Google, try to be chosen by AI. To do this, focus on excellent content that is designed to provide a real answer for the user.
In a context where online advertising is becoming increasingly expensive and “traditional” SEO is becoming less effective, this same content is once again becoming a performance weapon: we are talking here about content that guides, reassures, inspires confidence and deserves to be picked up by AI. This is an opportunity for brands that are ready to adapt quickly!
Need an audit of your content in the age of AI search? Feel free to contact our SEO agency to optimise your content strategy.
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Pierre Blarre