The biggest Google update ever. Search will never be the same.

by Jim June 3, 2025

Transcript

“We’re not going to get that traffic anymore.”
That’s the uncomfortable truth business owners need to face after Google’s latest updates.

At its annual developer conference, Google confirmed what many in digital marketing have feared: the rollout of AI Overviews and Search Generative Experience (SGE) is here—and it’s changing search forever. If you’re still banking on traditional SEO strategies to drive traffic, it’s time to pivot.

AI Mode Is No Longer a Theory—It’s Rolling Out Now

Over the last year, Google has been teasing a more AI-powered search experience. That future is now live, starting in the U.S., with global rollout to follow.

This new mode doesn’t just answer queries. It summarises entire topics, often without requiring users to click through to the source websites. Think of it as ChatGPT baked into your search results, delivering synthesized answers above organic results.

The Immediate Impact: Fewer Clicks from Google Organic

Here’s the first major implication:
Even if your site ranks #1 organically, fewer people will reach it.

As AI Overviews dominate the top of the results page, businesses are already reporting sharp drops in click-through rates. The AI often satisfies the query before the user ever scrolls to the traditional links.

You may still rank, but if no one clicks, it doesn’t matter.

Business Owners: Stop Optimising for AI, Start Serving Your Audience

A lot of chatter in the marketing world right now centers on “optimising for AI.”
But as Jim Stewart points out in the video—and in his book—that’s the wrong mindset.

Why? Because trying to manipulate AI-generated search the same way we used to game SEO with keyword stuffing or content volume is not only ineffective—it’s short-sighted.

“We abandoned those practices many, many years ago because they didn’t serve the shopper.”

Instead, focus on creating experiences and content that serve your ideal customer, not the algorithm. That means clear product information, helpful advice, and answering questions where your customers are actually looking—not just on your blog.

Why Your Blog Might Be Useless (Unless It Drives Sales)

There’s a hard truth here for content marketers:
Not all traffic is good traffic.

In one case study discussed in the video, an instrument retailer had a blog that pulled in decent organic traffic. But their conversion rate was abysmal—just 1%, compared to 4–5% from email and paid ads.

What happened? The content answered questions, yes—but to people who had no intent to buy.

Now, that kind of traffic is likely to get eaten by Google’s AI results. So, if you’re measuring your blog’s success purely by traffic, you’re missing the point. It’s only valuable if it leads to leads, sales, or press.

Real-World Example: Ranking for the Wrong Reasons

Jim shared another telling example: a client’s site was attracting huge traffic for the “micrometre symbol.” Why? Because it appeared in their product specs.

But people searching for that term weren’t engineers or B2B buyers—they were students and curious searchers trying to figure out how to pronounce or type the symbol.

Google rewarded them with traffic. But it didn’t convert. And now, that kind of top-of-funnel informational search? It’s going to be handled by AI Overviews.

What to Do Next: Practical Tips for Business Owners

So how do you adapt to this shift? Here’s your short list:

Stop chasing vanity metrics like raw traffic.
Focus on conversions, leads, and engagement.
Reevaluate your blog content.
Is it attracting buyers, or just browsers?
Invest in first-party channels.
Email, remarketing, and direct traffic are more valuable than ever.
Focus on helpful, product-focused content.
Answer real customer questions that lead to transactions—not trivia.
Test visibility in AI Overviews.
Search your brand or product topics in the new AI search experience. Are you cited? If not, why?
Don’t assume Google will “send” you traffic.
As AI takes over the top of results pages, Google’s becoming less a gateway and more a gatekeeper.

It’s Time to Rethink SEO Entirely

This isn’t a tweak. It’s a paradigm shift.
Google is no longer just ten blue links—it’s a conversation. And unless you’re part of that conversation in the right way, your organic traffic could vanish.

So instead of asking, “How do I get Google to rank me?”
Start asking, “How do I get in front of my customer when they’re ready to buy?”

Because in the world of AI Overviews, attention isn’t earned by gaming the system—it’s earned by genuinely being useful.

Want to see how visible your business is in AI-driven search results?

Our latest AI Readiness Report shows how your brand appears to large language models like ChatGPT and Google SGE—and what you can do to improve it. Thanks for reading and don’t forget to like and subscribe on YouTube, follow me on the usual platforms and if you have any questions or just want to reach out to arrange the AI Readiness Report, email me at [email protected]