Why Your Google Search Traffic Is Down (and How to Adapt)
- Finfrock Marketing
- Sep 3
- 4 min read
by: Nathan Finfrock
Let’s face it: Google isn’t what it used to be.
If you’ve seen your organic traffic take a nosedive lately, you’re not alone. The old playbook optimize for keywords, rank high, collect clicks isn’t delivering like it once did. What used to feel like a firehose of traffic now feels like a slow drip.
And here’s the kicker: this isn’t a temporary blip. This is the new reality of search.
AI Overviews: The Silent Traffic Killer
At the heart of the shift is Google’s AI Overviews. These AI-generated summaries sit at the very top of the search results and give users quick answers without ever clicking a link.
Imagine you’re running a recipe blog. You publish the “perfect guacamole” post, optimize it, and earn the #1 ranking. But instead of people clicking through, Google’s AI pulls your instructions into a neat little card at the top of the page. Traffic drops even though you technically “won” SEO.
And this isn’t anecdotal. A 2025 SimilarWeb report showed that when AI Overviews
appear, organic CTR drops by up to 30% for the top result.
This isn’t just about AI Overviews. Google has been moving in this direction for years with featured snippets, knowledge panels, and People Also Ask boxes.
Take travel websites. Queries like “What’s the best time to visit Paris?” used to send clicks to blogs and travel guides. Now, Google answers it directly with a snippet (pulled from someone else’s hard work) and often pairs it with flight suggestions. Result? Far fewer clicks for content creators.
Searchers are asking longer, conversational questions. They want answers fast. Google’s job is to keep them satisfied without sending them away.
It’s efficient for users. But for businesses relying on search traffic, it’s a wake-up call.
Google’s 2025 Algorithm Updates
As if zero-click searches weren’t enough, Google’s latest algorithm updates doubled down on three things:
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Health and finance blogs that relied on AI-written “how-to” content saw rankings tank in early 2025. Meanwhile, sites that highlighted real authors with credentials (e.g., “Advice from a certified financial planner”) gained visibility.
User Experience: A retailer I worked with trimmed page load times by 40% and saw a 22% boost in organic traffic after Google’s March update. Speed isn’t optional anymore… it’s survival.
Helpful Content: Google’s helpful content system is punishing thin content. I’ve seen “listicle mills” that used to rank for 10,000+ keywords fall off the map, while sites publishing original research and case studies rose.
Losing clicks doesn’t mean losing opportunities. But it does mean playing the game differently.
Here’s the blueprint:
1. Optimize for Visibility, Not Just Clicks
Your goal isn’t just to rank it’s to become the source Google’s AI and snippets pull from.
Example: HubSpot’s blog consistently lands in featured snippets for “what is inbound marketing” because they structured their post to give a crisp, one-sentence definition right up top. It’s no accident.
How you can do it:
Answer questions in the first 2–3 sentences.
Use headers that match search queries (“What is…?”, “How to…”).
Format answers as lists, tables, and short paragraphs.
2. Embrace On-SERP SEO
Think of Google’s results page as its own marketing channel.
Example: A local dental clinic boosted appointment bookings by 18% after optimizing their Google Business Profile with updated photos, FAQs, and 5-star review requests. They showed up in “near me” searches without relying on blog clicks.
How you can do it:
Keep your Google Business Profile updated.
Add schema markup for reviews, events, and FAQs.
Encourage reviews (they feed directly into Google’s rich results).
3. Go Deep With High-Quality Content
AI can summarize but it can’t replace authority.
Example: Backlinko’s definitive guides (like the 4,000+ word “SEO checklist”) dominate because they go far beyond surface-level tips. People who get a quick answer from Google still click through when they want the full playbook.
How you can do it:
Publish cornerstone content (3,000–5,000 words).
Add original data, case studies, and visuals.
Showcase author expertise, credentials, quotes, or video explanations.
4. Diversify Your Traffic
Overreliance on Google is risky.
Example: A DTC eCommerce brand I worked with saw traffic drop 25% from Google in 2024, but because they’d built an email list of 50,000+ subscribers, revenue kept climbing. They didn’t depend on a single channel.
How you can do it:
Invest in newsletters (your owned channel).
Grow on LinkedIn, Reddit, or niche communities.
Use retargeting ads to stay visible.
5. Invest in Brand Building
Clicks are fleeting, but trust is forever.
Example: When people Google “project management software,” dozens of names appear. But many skip the listicles and type “Asana” or “Notion” directly. That’s the power of brand.
How you can do it:
Build thought leadership on podcasts, YouTube, and LinkedIn.
Create memorable experiences (free tools, calculators, or challenges).
Make your brand synonymous with your category.
The age of easy organic clicks is over. But the opportunity to grow through search hasn’t disappeared it’s just evolved.
The businesses that win won’t be the ones clinging to the old SEO playbook. They’ll be the ones building real brands, publishing content worth quoting, and diversifying beyond Google.
Nathan Finfrock
Company Owner @ Finfrock Marketing
5757 W Century Blvd Suite 650-I,
Los Angeles, CA 90045
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