UK Businesses Adapt to AI Search Revolution Amidst Plummeting Website Traffic
The AI Impact on Online Visibility
Many UK businesses are experiencing a seismic shift in how customers discover their products and services online, largely due to the rise of Artificial Intelligence (AI) in search. Firms like HubSpot, a provider of business-to-business tools, have reported substantial drops in website visits – a staggering 140 million in a single year – directly attributable to changes in search engine algorithms and user behaviour.
Kipp Bodnar, HubSpot's Chief Marketing Officer, highlights the transformation: "What you have now is access to all the world's intelligence in an instantaneous way. How people find information and subsequently take action is very, very different." This change is driven by several factors, including search engines prioritising credible content to combat AI-generated 'slop', and the increasing prevalence of AI overviews at the top of search results, which often answer user queries without requiring a click to an external website. Bodnar notes that the "click-through rate for searches that have AI overviews is about 60% to 70% lower."
The Rise of Answer Engine Optimisation (AEO)
In response, businesses are rapidly adopting 'Answer Engine Optimisation' (AEO), also known as 'Generative Engine Optimisation' (GEO). This strategy aims to help websites rank effectively within AI tools and overviews, which are built upon large language models (LLMs). AEO complements traditional Search Engine Optimisation (SEO), but with a distinct focus on natural language and detailed, problem-solving content.
The nature of search queries is evolving dramatically. While traditional Google searches might involve four to six words, AI searches average 40 to 60 words, demanding a far greater level of specificity. To be cited by AI, businesses must create content that directly addresses complex user questions, often in comprehensive, digestible formats. For example, a motorhome rental company might publish an article on 'most popular animals in New Zealand for children to see' to capture family holiday planners using AI.
Adapting Content for the AI Era
HubSpot has already restructured its content, moving away from lengthy product descriptions towards smaller, extractable chunks of information. This enables AI to easily pinpoint specific details when users ask targeted questions. AI now accounts for 7% to 12% of HubSpot's monthly website visitors, a figure expected to grow significantly as LLM responses increasingly influence customer discovery.
Ann Lowe, Head of PR and Communications at Spice Kitchen, echoes this sentiment. Her company is building content clusters, such as a dedicated section on the history of the spice trade, to establish authority and attract AI bots. "This is for people that are doing research, but they get to discover us along the way," she explains.
Nathan Pearson, co-founder of Lumos Digital, an agency working with Spice Kitchen, advises companies to focus on the research and decision stages of the customer journey, recommending detailed buying guides with clear recommendations. Expertise, authority, and trust indicators – such as links from reputable websites and author biographies – are also crucial for AI ranking, as highlighted by Lumos Digital co-founder Andy Lochtie.
MKM Building Supplies, an independent builders' merchant, has also observed a decline in site traffic due to AI providing direct answers. Andy Pickup, Digital Director, has implemented a "defensive strategy" by creating blogs on best-selling products specifically for AI tools. He notes a "seismic shift in user preference," with customers increasingly opting for ChatGPT over Google's built-in AI. MKM's new content features summaries, bulleted lists, and FAQs to ensure clarity and conciseness, making it easier for AI to process. Traffic from AI has grown significantly for MKM, with AI visitors proving more likely to make a purchase, suggesting that AI-provided information builds customer confidence.