Website Traffic Will Decline in 2025—Here’s What to Do
Why Website Traffic Will Decline
SEO Challenges
Google’s AI Evolution: Google continues to refine its AI capabilities. Instead of redirecting users to external websites, Google’s AI Overviews now retain them on its platform by providing instant answers, summarized insights, and interactive features. This change reduces organic traffic to websites, forcing businesses to reevaluate their reliance on traditional SEO strategies.
New Competitors: OpenAI’s SearchGPT is disrupting the search engine ecosystem. ChatGPT’s ability to provide detailed, conversational responses challenges Google’s dominance while simultaneously sidelining traditional websites. These competitors—armed with advanced natural language processing—are reshaping how users interact with information.
Specialized SEO: With these changes, traditional SEO will evolve into a niche and specialized field. Success will require deep expertise in areas like schema markup, local SEO, and hyper-personalized strategies. As Forbes notes, businesses must pivot quickly: “To stay ahead of the curve, businesses must embrace these changes and adapt their SEO strategies to leverage the benefits that AI brings.”
Content Overload
Generative AI Flood: AI-generated content has saturated the internet, creating an influx of repetitive, low-quality material. While businesses can now produce vast amounts of information quickly, the sheer volume of AI-generated content makes it increasingly difficult for any single piece of content to stand out. The competition for visibility is fiercer than ever.
Trust Issues: As a Hubspot employee explains, “Generative AI is very good at providing evergreen, objective information (and regurgitating stances that already exist). It’s less good at providing opinion, differentiated stances, or first-party research.” Audiences are demanding more authentic and expert-driven narratives. Companies that fail to establish credibility risk being drowned out in the noise.
Information Quality: The quality of online information is also taking a hit. Platforms like Quora and Reddit are losing visibility. Users are no longer diving deep into detailed threads but are instead presented with summarized—and often superficial—information. The emphasis on speed and convenience is compromising depth and nuance. A recent article by Android Police claims, “Overviews need to ensure credibility, and hence, citations from sources like Reddit and Quora have taken a big hit.”
Reduced Audience Engagement: The digital space is crowded and it’s a challenge to capture attention and foster meaningful connections. Users are bombarded with an overwhelming array of options, leading to shorter attention spans and a demand for more engaging, personalized experiences.
What You Can Do About It
Be Intentional About Your Distribution Channels
Email Marketing: Email remains a steadfast and effective tool for reaching highly qualified leads. Email marketing is not beholden to ever-changing algorithms. It allows businesses to build a direct line of communication with their audience. To start, it’s important to build a healthy email list. Instead of relying solely on a newsletter sign up form, offer compelling lead magnets such as exclusive content, discounts, or tools that resonate with your target demographic.
YouTube: YouTube is the world’s second-largest search engine and provides unparalleled opportunities for visibility and engagement. By leveraging video, businesses can showcase their expertise, humanize their brand, and establish trust with viewers. According to Forbes, Youtube “plays a crucial role in brand visibility and product discovery. Seventy-four percent of consumers use YouTube, and users are twice as likely to purchase after viewing a product in a YouTube video.” With advancements in AI tools, tasks like video editing and captioning can be streamlined, making video production more accessible than ever. Take a look at Artform’s Production checklist to get a comprehensive guide to AI Production tools.
Use the Right Platform for Lead Generation
Position your experts strategically on each platform you engage with. Build trust and direct audiences to your lead magnets. Personalization remains key. As a Forbes article highlights, “While using AI to generate content is fast and cost-efficient, human-driven content brings creativity, emotions and unique perspectives that AI cannot emulate.” Tailor your content to the unique preferences of each platform’s audience to maximize impact.
Prioritize Connection and Expertise
In a world overwhelmed by automation, authentic, expert-driven content stands out. Showcase your team’s unique perspectives, first-party research, and innovative ideas. Engage with your audience through storytelling, live sessions, and interactive formats. By prioritizing expertise and authenticity, you not only build trust but also differentiate yourself in a competitive marketplace.
The decline in website traffic isn’t an insurmountable challenge. By adapting to emerging trends, embracing innovative distribution channels, and focusing on authentic connections, businesses can thrive in an evolving digital ecosystem. The key lies in agility and a relentless commitment to quality and relevance.
