How Google AI Overview Is Rewriting the SEO Playbook

The SEO landscape is undergoing a dramatic transformation, and the impact is already being felt by some of the web's biggest players. HubSpot has reportedly lost 80% of its organic traffic, with Figma and Canva trending in the same direction. This radical shift is primarily due to Google's AI Overview feature, which is fundamentally changing how users interact with search results.

The New Search Paradigm

The traditional search journey is being compressed dramatically:

• User searches a question
• Google provides an AI-generated summary
• No click to a website is needed

This new paradigm means fewer visits to websites, fewer leads generated, and a diminishing ROI on generic, informational content that was once the cornerstone of many SEO strategies.

Not Just Google: The Wider AI Impact on Web Traffic

This phenomenon isn't limited to Google's AI Overview. Other AI tools are having similar effects across the web. StackOverflow, once the go-to resource for developers with coding questions, has seen a significant decline in traffic since the rise of ChatGPT and other AI coding assistants.

The trend is clear: when users can get immediate, concise answers from AI tools without having to navigate through web pages, traditional content sites suffer. StackOverflow's situation parallels what we're seeing with HubSpot, Figma, and Canva – established platforms losing traffic to AI-generated responses that eliminate the need for site visits.

StackOverflow's leadership has acknowledged this challenge, with CEO Prashanth Chandrasekar noting in a recent earnings call that they're actively exploring ways to adapt their business model and content approach to remain relevant in the AI era.

Why Traditional SEO Strategies Are Failing

Most SEO strategies were built for a world where humans clicked through to websites to find information. Now, AI can answer common questions better and faster directly in search results. Content types particularly vulnerable to this shift include:

• "What is brand management?"
• "How to create a sales plan"
• "What is minimum viable data?"

These types of generic, informational content pieces have essentially become obsolete in the new AI-powered search environment.

HubSpot's Strategic Pivot

While many are focusing on HubSpot's traffic decline, what's often missed is that their strategy had already accounted for this shift. They recognized these changes early and have been preparing accordingly:

• Investing in influence channels: YouTube shows, podcasts, creator partnerships, and community-powered newsletters
• Strategic acquisitions: They acquired The Hustle not just for leads, but to build a media brand
• Creator program launch: Building durable reach across multiple channels
• AI discoverability optimization: Their YouTube videos now appear in ChatGPT and Perplexity search results
• Brand awareness focus: They've tripled down on brand awareness, outpacing most B2B companies

Surviving in the AI-Led Discovery Era

To thrive in this new landscape, content must focus on what AI can't easily replicate:

• Personal stories: Unique experiences that provide authentic perspectives
• Original data and insights: First-party research and novel analysis
• Deep POVs for niche audiences: Specialized content for specific communities
• Content that influences humans and trains algorithms: Material that serves both audiences effectively

The Future of SEO

SEO isn't dead, but generic content certainly is. The most successful content strategies going forward will embrace these changes rather than fight against them. This means:

• Creating content with genuine expertise and unique perspectives
• Building direct relationships with audiences across multiple platforms
• Focusing on content that drives specific actions rather than just information transfer
• Developing brand recognition that transcends search engine dependency

Is Your Content Strategy Evolving?

The writing is on the wall: adapt or become obsolete. Companies that recognize this shift and pivot accordingly—like HubSpot already has—will continue to thrive even as traditional traffic metrics decline. Those who cling to outdated SEO approaches focused solely on informational content will likely see diminishing returns.

The question isn't whether your traffic will be affected by AI—it's whether your strategy has evolved to succeed in spite of it.