Businesses Race to Stay Visible as AI Reshapes Online Search

For many companies, a website is more than just an online presence – it is the front door to their business. So when HubSpot lost around 140 million website visits in a single year, it signalled something bigger than a routine dip in traffic. The shift, according to the company, is being driven largely by artificial intelligence.

The way people search for information online is changing rapidly. Instead of scrolling through pages of links on traditional search engines, users are increasingly turning to AI-powered tools that deliver direct, conversational answers in seconds.

HubSpot’s Chief Marketing Officer, Kipp Bodnar, says the difference is stark. What once required clicking through dozens of results can now be handled instantly by AI, fundamentally altering how users discover information – and how businesses get noticed.

The Decline of Click-Based Search

Several factors are behind the drop in website traffic. Search engines are refining their algorithms to prioritise credible, high-quality content, especially as low-quality AI-generated material floods the web. At the same time, many platforms now display AI-generated summaries at the top of search results, often answering user queries without requiring a click.

The result is a sharp decline in engagement. According to Bodnar, searches that include AI-generated overviews see click-through rates fall by as much as 60% to 70%.

Adding to the disruption is the growing popularity of standalone AI tools like ChatGPT, which are becoming primary entry points for information rather than traditional search engines.

Enter Answer Engine Optimisation

To adapt, businesses are embracing a new strategy known as Answer Engine Optimisation (AEO), also referred to as Generative Engine Optimisation (GEO). Unlike traditional Search Engine Optimisation (SEO), which focuses on ranking in search results, AEO is about ensuring a brand’s content is included in AI-generated responses.

This shift is being driven by large language models (LLMs), the technology powering modern AI tools. These systems interpret longer, more detailed queries – often 40 to 60 words – compared to the short keyword phrases typical of traditional search.

For businesses, this means rethinking content entirely. Instead of writing broad, feature-heavy articles, companies are now breaking information into smaller, digestible sections that AI systems can easily extract and reference.

HubSpot itself has restructured its content strategy, moving away from long-form product explainers toward modular content blocks that align with specific user queries.

Winning Attention Earlier in the Journey

The focus is also shifting from capturing customers at the point of purchase to engaging them much earlier – during the research and decision-making phase.

For example, a company offering motorhome rentals in New Zealand might now create content around family travel experiences or wildlife destinations. The goal is to appear in AI-generated travel plans, not just in direct product searches.

Similarly, Spice Kitchen is building in-depth educational content around the history of spices, aiming to establish authority and attract AI-driven visibility rather than immediate sales.

According to experts like Nathan Pearson, detailed guides – especially those that clearly compare options or recommend a “best” choice – are particularly effective, as AI systems tend to favour structured, decisive content.

Trust, Structure, and Clarity Matter More Than Ever

To stand out in AI-driven search, credibility is critical. Businesses are being encouraged to strengthen their authority through backlinks from reputable sites, transparent authorship, and clear editorial standards.

Structure is equally important. Content that is easy to scan – with summaries, bullet points, and FAQs – is more likely to be understood and surfaced by AI systems.

At MKM Building Supplies, digital director Andy Pickup says fewer users are visiting their website directly because AI tools already provide the answers they need. In response, the company has adopted what he calls a “defensive strategy,” producing content designed specifically to be referenced by AI.

Fewer Clicks, But Better Customers

Despite declining traffic, not all the changes are negative. Businesses report that visitors arriving via AI tools are more likely to convert into customers.

At MKM, AI-driven traffic has grown from almost zero to a noticeable share of total visits within a year. These users often arrive better informed, having already received detailed answers from AI, which increases their confidence to make purchasing decisions.

A Fundamental Shift

The rise of AI search represents more than just another digital trend – it marks a fundamental shift in how people interact with information online.

For businesses, survival now depends on adaptability. As Bodnar puts it, success in the future will require mastering not just traditional SEO, but also the emerging rules of AI visibility.

In this new landscape, being the source of the answer matters more than being one of many links on a page.