Is AI really killing your website traffic?

Here’s what’s really going on and what you can do about it

There’s a lot of buzz (aka: panic) in the digital world right now. Website traffic is dropping. Online leads are reducing. People are saying things like “Google’s broken” or “My blog used to get hundreds of hits – now nothing.”

So, what’s really going on?

Has SEO finally kicked the bucket?

Not quite. But it has had a massive shake-up.

If your website is feeling a bit invisible lately, this blog is for you. I’m breaking down what’s changed, how it’s affecting your business, and what you can do about it.

AI, SGE and GEO

More acronyms than you can shake a stick at, but here's what they all mean and why they are worth learning about (and no panic involved).

1. AI + SGE (Search Generative Experience)

Google’s new AI-driven search experience means people are getting answers directly on the search page. No need to click a blog. No need to visit your site. Handy for users. It's really annoying for small businesses.

Imagine this:

• A customer types: “How much does a website cost in the UK?”

• Google’s AI shows them a pretty box with a rough estimate, pulled from several websites.

• They get their answer in one glance – and never visit your site, even if you’ve written a great blog post about it.

  
  

What's the result?

• Lower click-through rates (CTR)

• You’re not just competing with other businesses – you’re competing with Google itself

• Customers think they know what a website costs because 'Google told them'!

2. GEO Targeting

Search results change based on your exact location – down to the town or postcode. Great if you're local and well-optimised. Useless if your site doesn’t say where you are.

Someone nearby searching for “copywriter near me” or “yoga classes in Uttoxeter” will only see businesses Google knows are close – based on map listings, reviews, and local keywords.

What's the result?

• Weak local SEO means you’re not going to show up

• Even people in your area might never find you

• It’s not about “ranking in Google” globally – it’s about showing up locally

3. AI Content Flooding the Web

Now that everyone and their dog can crank out blogs with ChatGPT, there’s an overwhelming amount of samey, generic content online (and we hate that stuff). Google tries to sift through it and prioritise real, helpful stuff but it doesn't always fact-check so users are not guaranteed to see truthful results.

What's the result?

• Your older blogs may be buried by a sea of AI waffle

• Google rewards originality, authenticity, and real experience (known as E-E-A-T)

Fortunately, this amounts to the same thing we’ve been telling our Web Goddess clients for years – create useful and original content rather than just posting for the sake of it. 

Why This Matters for Your Business Website

If your site hasn’t been updated in a year (or three), and your content is full of vague waffle with no local references, no clarity, and no sign that a human wrote it (or fact-checked it) – it’s going to get buried even deeper.

People aren’t searching like they used to.

They:

• Ask full questions (especially with voice search)

• Expect instant answers

• Only click when a site looks like it will actually help

• Want quick, clear, and relevant content

If your site doesn’t meet that expectation, you’ll lose traffic – and customers.

What You Actually Need to Do

1. Overhaul Your Website Content – Focus on Real Questions

Think about what your ideal customer actually types into Google:

1. "What’s the best yoga mat for beginners?”

2. “Do I need a will if I’m self-employed?”

3. “Do I still need Google Analytics if I have a Wix website?”

Then, create content that answers that clearly – blog posts, FAQs, checklists. Don’t keyword-stuff, don’t ramble. Just be helpful and human.

2. Get Your Local SEO Sorted

• Claim and optimise your Google Business Profile

• Add your full location (town/city/area) across your site

• Get some awesome customer reviews!

• Include maps, local photos, and directions if needed

Google needs to know where you are – and why people near you should care.

 3. Make Sure Your Website Is Mobile-Friendly and Fast

Your site should:

• Load in under 3 seconds

• Look great on a phone

• Have buttons you can actually tap

AI isn’t the only thing judging your site – humans are too so please don't forget them.

4. Show Some Real Personality

Google has always valued content written by people with Experience, Expertise, Authoritativeness, and Trustworthiness (aka E-E-A-T).

That means:

• Use your name

• Share stories

• Add photos of your real work/team

• Include testimonials, case studies, and credentials

Be the business your customers would choose in real life – not just the one that ticks SEO boxes.

5. Create Content in Different Formats

Don’t just blog. AI might summarise a blog, but it can’t watch your Instagram Reel or read your latest newsletter (yet).

Try:

• Videos

• Short how-tos

• Infographics

• Case studies with photos

• Audio snippets

The more ways you can reach people, the less you rely on AI-controlled Google results.

So… Is SEO Dead?

Not yet. But lazy SEO is dead (and to be honest always has been a little icky).

The days of writing a few keyword-heavy blog posts and watching the clicks roll in? Long gone. If you want your site to show up, get traffic, and bring in business, you need to be human, helpful, local, fast, and not afraid to show your face (or your voice, or your dog (hi Buddy!).

We Can Help with that

At Web Goddess we work with service-based businesses who don’t have time for SEO BS – they just want a website that works. If you’re ready to stop guessing and start getting found, we can help you make sure your website and SEO strategy work together. Just give us a call to get started.