HubSpot experienced a significant decline in website traffic, losing 140 million visits in one year, primarily due to shifts in search behavior influenced by AI. Search engines altered their algorithms to combat low-quality AI-generated content, making credibility essential for ranking. Users are increasingly relying on AI tools for information, often receiving answers directly from AI overviews without visiting websites. This has led to a lower click-through rate for traditional search results. Companies are now focusing on answer engine optimisation (AEO) to improve visibility in AI-driven searches.
""The click-through rate for searches that have AI overviews is about 60% to 70% lower," says Bodnar."
""We've been able to use answer engine optimisation to increase the conversion rate and quality of the people who are engaging with us.""
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