How AI Search Tools are Killing Your Website Traffic

How AI Search Tools are Killing Website Traffic for Small Businesses

The rise of using artificial intelligence to help you discover something, like using the AI search tool Google Gemini, is transforming how people access information online. Traditionally, small business websites relied heavily on organic search traffic from Google and other search engines to bring in visitors. However, AI-powered tools are changing this dynamic—often reducing the need for users to click on websites at all. In this blog, we will cover what has changed with AI search tools and what small businesses must do to compensate.

AI Search Tools: Fewer Clicks, Fewer Visitors

One of the most significant developments with AI search tools is how search engines like Google are incorporating AI-generated answers directly into search results. Google Gemini, for example, provides AI-powered summaries at the top of the results page, answering user queries instantly without requiring them to visit a website. This means fewer clicks for content creators and businesses that depend on search traffic!

For instance, if someone searches for the “best way to train for a marathon,” they may receive an AI-generated training outline right on the search page! Previously, they would have clicked on a blog or a coaching website to get this information. Now, AI-powered search tools deliver an answer in seconds, and the user moves on without ever visiting a single site. What about travel planning? Typically you might use a site like TripAdvisor or Kayak, but now you can have ChatGPT plan a 10-day itinerary to Italy, and you can book hotels and flights all without leaving Google!

This shift has significant implications for businesses that rely on search traffic to generate leads, sell products, or monetize their content. Websites that used to rank high in Google’s search results may now see a decline in traffic because users are getting what they need directly from AI-generated summaries.

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Website search traffic is beginning to take a hit thanks to AI search tools like Google Gemini.

Examples of How AI Search Tools are Replacing Traditional Website Visits

Beyond search engines, AI search tools are also replacing visits to specialized websites. In many cases, these AI-powered solutions provide free services that would have previously required a paid subscription or expert consultation. Below are some examples of how these Ai-powered changes are affecting the outdoor, health & wellness, and travel industries.

1. AI Search Tools for Training Plans and Coaching

Endurance athletes—runners, cyclists, triathletes—often turn to expert websites, blogs, or coaching platforms for personalized training plans. However, AI-powered tools like ChatGPT and Google Gemini can now generate detailed training schedules based on an athlete’s goals, fitness level, and race date—all for free.

For example, an athlete might ask an AI chatbot:
“I want to run a marathon in four months. I currently run 20 miles per week. Can you create a training plan for me?”

Instead of visiting a website that offers pre-made or paid training plans, the user gets a customized plan instantly, with weekly mileage, speed workouts, and long-run recommendations. This eliminates the need to browse multiple coaching sites or pay for premium plans!

2. AI Search Tools for Outdoor Gear and Product Recommendations

Many businesses that sell gear, apparel, or other products rely on SEO-driven traffic to attract customers. In the past, someone searching for “best cycling shoes for long rides” would click on review sites, blogs, or e-commerce stores.

Now, AI chatbots can provide detailed recommendations on outdoor gear based on aggregated reviews, user preferences, and past purchasing behavior. A user can simply ask, “What are the best cycling shoes for endurance rides?” and receive a detailed answer—without ever visiting a product review website!

3. AI Search Tools for Travel Planning

Many of us use travel websites like Expedia, TripAdvisor, Get Your Guide, or Viator to help plan our next adventure. We get customer reviews, pricing, photos, detailed itineraries and can often book directly from these aggregate websites without a need to go directly to a hotel or adventure travel company’s website. Now however, AI search tools like ChatGPT, Google Gemini,Google Travel, and Google Flights can help you organize travel plans, create an itinerary and even book flights, often without even leaving Google!

4. AI Search Tools for Customer Support

Traditionally, people would visit company websites for FAQs, support articles, or live chat assistance. Now, AI-powered virtual assistants and chatbots can handle many of these inquiries. If someone needs troubleshooting help with a device or software, AI can generate a step-by-step solution in real time, reducing the need to visit support pages or forums.

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The Business Impact of AI Search Tools on Your Website Traffic and How You Can Adapt

As AI search tools become more sophisticated, your website will likely see declining visitor numbers. This shift forces your small business along with content creators to rethink their strategies. Here are a few ways you can adapt:

1. Focus on Unique, In-Depth Content:

AI can summarize general knowledge, but it struggles with deep expertise, original research, and niche insights. Create content that AI can’t easily replicate.

2. Diversify:

Instead of relying on search engine-generated website search traffic, focus on adding other ways to engage with and reach your intended audience. Email marketing, paid advertising, social media marketing, and public relations.

3. Leverage AI Instead of Competing Against It:

Integrate AI tools into your website, like AI-generated FAQ sections and chatbots to offer personalized recommendations or interactive features that keep users engaged.

4. Offer Direct Booking Discounts:

Offer a discount of 10-15% if someone books or buys directly on your website!

Final Thoughts on How Your Small Business Can Cope with AI Search Tools

While AI search tools may reduce traditional visits to your website, it’s unlikely that your website visits will disappear entirely. Instead, the role of your website needs to evolve. Focus on offering value beyond what AI search tools can provide—whether through exclusive insights, interactive experiences, or personal engagement.

The key takeaway? AI is changing how people access information, and small businesses must adapt to stay relevant in this rapidly shifting digital landscape. For more on how to use AI Tools to your advantage along with why SEO is so important, here are a few other blogs:

Thanks for reading and happy searching!

Meredith C. McConvill, Top Rope Media