As Google shows more AI Overviews and people ask chatbots directly, some searches now end without anyone clicking a website. For businesses that rely on search traffic, that's a real shift worth understanding, without panicking.
TL;DR: AI answers will absorb some informational searches, so raw website traffic may soften for some queries. But high-intent, local and "ready to buy" searches still drive contact, and being the business named in the AI answer becomes more valuable than ever. The response is to be the cited source and to capture the visitors you do get.
What's actually changing
AI answers are best at quick informational questions (definitions, how-tos, comparisons), which is where some "research" traffic may fall. They're far less likely to replace the moment someone needs to actually book a tradie, a clinic appointment or a quote. Those high-intent searches still resolve in a phone call or form.
Why being cited matters more
If the answer names two or three businesses, being one of them is worth more than a mid-page blue link ever was: it's a recommendation, not just a result. That's why visibility work and answer-first content now pay off in AI as well as Google.
Capture what you get
The other half of the response is conversion: when someone does land or call, make sure nothing leaks. A fast site, clear next step, and instant follow-up turn the visits you keep into booked work, see capture and convert.
Key takeaways
- AI answers absorb some informational searches; high-intent searches still convert
- Being named in the AI answer is more valuable than a mid-page link
- Double down on visibility (to be cited) and conversion (to keep what you get)
- Don't panic: adapt the fundamentals to the new format
Frequently asked questions
Should I stop investing in SEO?
No. The signals that win AI citations are the same ones that win search. Pulling back now cedes ground exactly as the format shifts.
Which of my pages are most at risk?
Broad informational pages may lose some clicks to AI answers. Local, service-specific and "ready to act" pages are far more resilient.
How do I become the cited business?
Be clearly described and well-reviewed, write answer-first content, and keep your details consistent. A free scan shows where you stand.
Does this hurt small businesses or help them?
It can help; AI answers often name well-described local providers over generic big brands, levelling the field for businesses that get the fundamentals right.
Want to see where your business stands? Get a free AEO visibility scan, or book a free strategy session.
Written by Katrina Curll, Founder of Linkai Digital. Twenty years in marketing, including seven as a Vice President at Forrester, helping Australian service businesses build systems that capture, convert and keep more clients.