We've seen a decrease in traffic across quite a few of our clients as well.
And the main culprit is definitely Google AI Overviews. They are changing how people search, and more importantly, how (and if) they click.
According to Ahrefs, websites are seeing a 34.5% drop in clicks. And a study by Kevin Indig found that 7 in 10 people don't scroll past the first third of an AI Overview.
So it makes total sense that fewer people are landing on your site.
But the key thing to remember is: less traffic ≠less content impact.
In fact, I really believe traffic was never the best way to measure whether content is working. An increase in traffic does not equal an increase in conversions.
So what should you track instead?
Conversions.
We're finally entering an era where we can move away from only tracking traffic, to also tracking conversions (what we've been doing for years now!).
If you're seeing traffic decline, now is the perfect time to reframe your metrics.
Content still works. You just need to prove it in a way that matches how people actually buy.
If you're new to tracking conversions with content, we've just published an entire guide on which conversions to track (eBook downloads or form submissions?) and how to attribute content to a closed deal (first touch, last touch, etc). (link below!)
It can be scary to see traffic decline, but if you get conversion tracking up and running you can still prove that a lot of content efforts are helping grow the business.
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