"When I first started Jotform, I spent a lot of time on SEO. I learned how people searched for solutions to their problems, wrote content that addressed their pain points specifically and worked diligently to get that content on the first page of Google. It wasn't glamorous, and it didn't pay off overnight. But over time, that steady stream of organic traffic became one of our most valuable assets. Today, Jotform has more than three million monthly visits from organic search."
"For more than two decades, Google's basic model has remained remarkably consistent: type in a query, see a page of ranked links, and scroll through until you've found the answer you want. It's a system around which entire industries evolved. But since AI entered the picture, things have changed. The Pew Research Center that click-through rates drop by around half when a search produces an AI summary, and only one percent of users will click a link within the summary itself."
Early focus on SEO built a steady organic audience for Jotform, growing to over three million monthly visits from organic search. AI-powered search features such as Google's AI Overviews and AI Mode are changing user behavior by providing summaries that reduce the need to click through to websites. Pew Research Center data indicates click-through rates fall by about half when an AI summary appears, and only about one percent of users click links within those summaries. Industry experts warn that default AI modes could cut publisher revenue and disincentivize content creators. User experience improves, but publishers and SEO strategies face urgent pressure to adapt.
Read at Forbes
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