How Google AI Overview Is Rewriting the SEO Playbook

HubSpot lost 80% of organic traffic. Figma and Canva are trending the same direction.

Google AI Overview answers questions without clicks. Users get answers. Websites get nothing.

The old way vs. the new way

Before: User searches → clicks result → reads article → converts.

Now: User searches → Google shows answer → no click needed.

Generic content is dead. Informational blog posts that answered "what is X?" don't drive traffic anymore.

StackOverflow saw it first

ChatGPT launched in November 2022. StackOverflow traffic dropped 35% in 6 months.

Developers stopped asking questions on forums. They asked ChatGPT instead.

StackOverflow CEO Prashanth Chandrasekar said in an earnings call: "We're exploring ways to adapt."

The pattern is clear. AI answers questions instantly. Websites that relied on those questions lose traffic.

Why old SEO fails

Old SEO: write "What is brand management?" → rank #1 → get clicks.

New reality: Google AI Overview answers "What is brand management?" → zero clicks.

These content types are obsolete:

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

AI answers these in search results. No website visit required.

How HubSpot adapted

HubSpot saw the shift coming. They pivoted before traffic collapsed:

• YouTube shows: Their videos appear in ChatGPT and Perplexity results
• Acquired The Hustle: Built a media brand, not just a lead gen machine
• Creator partnerships: Built reach across multiple channels
• Tripled brand awareness spend: Outpaced most B2B companies

They didn't fight AI. They optimized for AI discoverability.

What works now

AI can't replicate these content types:

• Personal stories: Your unique experience, not generic advice
• Original data: First-party research AI can't access
• Niche expertise: Deep POVs for specific communities
• Human connection: Content that builds relationships, not just answers

Focus on what AI can't do. Not what it can.

The future of SEO

SEO isn't dead. Generic content is.

Winners create content AI can't replicate:

• Genuine expertise from real experience
• Direct audience relationships across platforms
• Content that drives actions, not just answers
• Brand recognition beyond search dependency

Losers keep writing "what is X?" articles.

Is your strategy evolving?

HubSpot adapted. Their traffic declined, but their strategy evolved.

Companies clinging to old SEO approaches will see diminishing returns.

The question isn't whether AI will affect your traffic. It's whether you've adapted to succeed despite it.