The rise of AI and its impact on Google, SEO, and the wider web

For over two decades, Google has been the primary gateway to the internet, with websites becoming heavily reliant on performance and visibility in search results, and entire industries being formed around Search Engine Optimisation (SEO).

The rapid rise of Artificial Intelligence (AI) (particularly large language models and AI-powered search experiences) is however starting to fundamentally reshape that relationship.

Today, users no longer just ‘search’ the web - they ask questions and receive synthesised answers, without even needing to click-through to a site; with this shift having significant implications for Google, website traffic, content creators, and ultimately the structure of the web itself.

From ‘search’ to ‘answer’ engine

In essence, traditional search works by pointing users to information, whilst AI-driven search tends to deliver the information directly.

The rise of Google’s AI Overviews, Bing’s AI search, and tools like ChatGPT have however trained users to expect complete, conversational answers rather than a simple list of blue links, with many AI responses now removing the need to visit multiple, if any, websites at all.

This represents a structural change in which:

• Search engines are becoming answer engines

• Clicks are no longer guaranteed

• Visibility does not always equal traffic.

For Google, this is both an opportunity and a risk. AI keeps users inside Google’s ecosystem longer, however it undermines the original, incentive model of publishers needing to create content in exchange for traffic.

The decline of informational traffic

One of the clearest impacts of AI is on informational queries, the foundation of many content-driven websites.

Examples include:

• 'What is X?'

• 'How does Y work?'

• 'Best tools for Z'

• 'Pros and cons of…'.

AI systems can answer these questions instantly and accurately, with many websites already seeing:

• Fewer impressions turning into clicks

• Reduced organic traffic for top-funnel content

• Higher competition for the remaining clicks.

This suggests a significant change to traditional SEO - ranking first is no longer enough, particularly if the answer is displayed before the user even scrolls.

A shift in which content is valuable

AI excels at summarising existing information; however, it struggles with originality, lived experience, strong opinions, and trust-based authority.

Content most at risk:

• Generic explainer articles

• Blog posts written specifically ‘for SEO’

• Rehashed lists and summaries.

Content that is gaining value:

• First-hand expertise and case studies

• Opinionated analysis and thought leadership

• Original data, research, and insights

• Strong brands with loyal audiences.

In essence, AI rewards depth over breadth and authority over volume, which means that websites reliant on publishing hundreds of shallow articles are going to struggle, while those with genuine expertise have an opportunity to stand out.

Google's balancing act

Google faces a difficult challenge, with its success depending on two groups:

1. Users, who want fast, accurate answers

2. Publishers, who supply the content which trains and feeds Google’s systems.

If publishers lose too much traffic, fewer will invest in creating high-quality content, ultimately weakening Google’s ecosystem and necessitating a more measured approach to deploying AI-generated answers.

That said, Google is still likely to prioritise user experience over publisher traffic, which means websites can no longer assume Google is a neutral distributor of attention.

The rise of zero-click and AI-driven discovery

AI doesn’t just change how users find content: it changes where they’re finding it.

Increasingly, people are discovering information through:

• AI chat interfaces

• Voice assistants

• Social platforms with built-in search

• Direct recommendations rather than queries.

This suggests a more fragmented web. Instead of one dominant discovery channel (Google Search), attention is starting to spread across multiple AI systems and platforms; which means businesses can no longer rely on a single traffic source for their site.

What this means for SEO going forward

SEO is evolving from a technical and keyword-driven discipline into something much broader and more strategic.

Modern SEO increasingly involves:

• Building recognisable brands, not just ranking pages

• Optimising for entity authority, not just keywords

• Creating content that AI references, not replaces

• Thinking in terms of visibility, influence, and trust...not just clicks.

In some cases, being cited by an AI system may become as valuable as a traditional search visit, even if the user doesn’t click through immediately.

The future of site traffic

Website traffic is unlikely to disappear; however it will become:

• More qualified

• More intentional

• Harder to earn.

Users who do click through will often be looking for depth, tools, community, or experiences that AI can’t fully provide, raising the importance of:

• Strong on-site experiences

• Clear value propositions

• Products, services, or communities that go beyond content.

Websites that exist solely to attract ad impressions from search traffic will struggle, whilst those that provide ongoing value will adapt.

A more human web?

Ironically, the rise of AI could potentially push the web in a more human direction.

As AI handles basic information retrieval, the remaining space is likely to be filled by:

• Personal voices

• Unique perspectives

• Trust-based relationships

• Creativity and experimentation.

Ultimately, the web may become smaller in volume, but richer in meaning.

Final thoughts

The rise of AI is not just a technical shift, it’s an economic and cultural one; with Google, SEO, and the wider web being redefined in real time.

For creators and businesses, the question is no longer 'How do I rank?' but:

• ‘Why should someone seek me out?’

• ‘What can I offer that AI cannot replicate?’

• 'How do I build something worth returning to?’.

Companies need to answer these questions to not only survive the AI era, but to help shape what the next version of the web will look like.

Worried about AI’s impact on your site?

Get in touch with the 16i team.