In 2025, we’re seeing a major shift in how search engines work — and it’s driven by Google’s AI Overviews.
Big names like HubSpot, Canva, and Figma have already seen massive drops in organic traffic — in some cases, up to 80%. This isn’t just a temporary dip. It’s a sign that traditional SEO strategies are no longer enough.
So how exactly is AI changing SEO — and what can you do about it?
What Are Google AI Overviews?
Google AI Overviews are instant answers generated by artificial intelligence and shown at the top of search results. They pull insights from multiple sources to answer user questions — without sending clicks to websites.
For example:
- What is brand management?
- How to create a sales plan?
- What is minimum viable data?
These were once prime SEO targets. Now, they’re often answered before users ever click.
HubSpot Lost 80% of Organic Traffic — But They Were Ready
Yes, HubSpot’s blog traffic dropped drastically. But here’s what most people missed:
They anticipated this shift.
Instead of doubling down on blog posts, HubSpot evolved its strategy:
✅ Influence Channels: They invested in YouTube shows, podcasts, and newsletters
✅ Media Acquisition: They bought The Hustle to build a loyal content ecosystem
✅ Creator Programs: Expanding brand reach through community and influencers
✅ AI Discoverability: Their videos and thought leadership now appear in ChatGPT and Perplexity
✅ Brand Equity: They tripled down on brand building, not just search traffic
Why Most SEO Strategies Are Failing in 2025
The old SEO playbook focused on keyword-heavy, top-of-funnel content. That worked when humans clicked.
But today? AI answers better and faster.
Generic content like:
- “What is [X]?”
- “Top 10 ways to [Y]”
- “Best tools for [Z]”
…is now handled by AI, making traditional SEO less effective.
What Kind of Content Still Works in an AI-Led Search World?
To stay relevant in 2025, your content must do what AI can’t:
👉 Share personal stories
👉 Deliver original data or firsthand insight
👉 Speak with deep POVs to niche audiences
👉 Build trust and emotional resonance
This is the era of AI-powered search and human-centered content.
Future-Proof SEO Strategy for 2025
To win in the new SEO landscape, your content should be:
🔹 Answer-Focused: Use structured questions and clear answers
🔹 Expert-Led: Include real opinions, not just definitions
🔹 Visually Rich: Embed charts, videos, or infographics
🔹 Authoritative: Reference credible sources or show credentials
🔹 Multichannel Optimized: Repurpose content for YouTube, podcasts, LinkedIn
Conclusion: SEO Isn’t Dead — But Generic Content Is
Google’s AI Overviews have changed the game. But that doesn’t mean SEO is over — it means you need a smarter strategy.
Focus on content that:
- Influences humans
- Trains algorithms
- Builds long-term brand equity
Is your SEO strategy evolving with the shift — or stuck in the past?
Frequently Asked Questions (FAQ)
What are Google AI Overviews?
Google AI Overviews are AI-generated summaries shown at the top of search results. They provide instant answers to user queries without requiring a website click.
How is AI affecting SEO in 2025?
AI is reducing clicks to traditional blog posts by providing direct answers. This forces marketers to shift toward authority-driven, human-first content strategies.
What kind of content ranks in AI search results?
Content with original insights, expert commentary, multimedia assets, and high trust signals is more likely to be cited in AI-generated answers.
Read More: Google AI Answers