Are you seeing website traffic drops across your content?
On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney discusses the widespread website traffic declines affecting businesses across industries. She explains how Google algorithm updates and AI search integration have fundamentally changed how people consume content online, with AI-generated summaries now providing answers directly in search results, eliminating the need for clicks to source websites.
She explains that businesses are experiencing traffic drops in two ways: many are seeing significant ranking declines for secondary keywords, while others maintain strong positions for primary terms but still lose 30-60% of their website traffic. McKinney breaks down how AI integration means people get information through bullet points, summaries, and step-by-step instructions right in search results. She acknowledges the challenge that AI faces in replicating unique, human-centered content, such as firsthand business experience, proprietary data, contrarian perspectives, and behind-the-scenes industry insights. "No amount of technical optimization beats genuine clarity and usefulness," McKinney explains. "If your content helps someone solve a real problem, understand a complex concept, or help them make a better decision in the moment, that value does not disappear because of algorithmic changes."
McKinney offers practical strategies for working alongside AI changes, including tracking AI citations through tools like Ahrefs and SEMrush that show when Google's AI overviews reference your content as authoritative sources. She addresses the reality that AI has a hard time replicating unique, human-centered content like firsthand business experience, proprietary data, contrarian perspectives, and behind-the-scenes industry insights. She emphasizes creating content that provides value even when rankings decline or AI systems can summarize basic information, focusing on content marketing strategy that leverages what makes human expertise irreplaceable in an AI-dominated search landscape.
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