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Remember the good old days when sprinkling a handful of well-chosen keywords throughout your website could catapult you to the coveted #1 spot on Google's search results? Ah, simpler times. But in today's digital landscape, relying on keywords is about as effective as using a flip phone in a 5G world. Why? Because Google has evolved from being the helpful librarian directing users to your content into a possessive gatekeeper hoarding traffic for itself. For eCommerce businesses, this means fewer clicks, fewer conversions, and a harder fight for visibility.

Google’s AIO is Eating Your Traffic - And You’re Not Invited to the Feast

Enter Google's AI Overviews (AIO), the search giant's latest brainchild designed to provide users with instant answers right on the search results page. While this might be convenient for users, it's a nightmare for businesses. These AI-generated summaries often negate the need for users to click through to your meticulously crafted content. In the SEO industry, we call these “zero-click queries”. In essence, Google is using your hard-earned information to keep users on its own platform, sipping your milkshake without so much as a thank you.

 

The Death of the Keyword

Ok, so maybe the keyword isn’t exactly dead, but life support isn’t too far a stretch for the search ecosystem of 2025. With AIO taking over, it’s now possible to rank #1 for as many keywords as you can dream of and get absolutely zero clicks from them.
If you’re wondering: “Well, what’s the point of making content at all then?” seems the rest of the internet–and a few choice concerned companies–are wondering the same thing. Keyword strategies are still perfectly viable, scalable and effective. The problem? They no longer pay off. Google is cashing in on the downfall of independent content creators, one affiliate product at a time.

Our Findings Across Client Sites

We wanted to see just how deeply AI Overviews were impacting real businesses–so we ran the numbers. We took a pool of client sites from different verticals and gathered all keywords affected or featured by Google’s AIO. From there, we segmented those overall keywords into two categories:

  1. All keywords affected by AIO
  2. Only position #1 keywords affected by AIO

Clicks: 

  • All Keywords: -13.27%
  • Position #1 Keywords: -47.25%

CTR: 

  • All Keywords: -24.5%
  • Position #1 Keywords: -38.9%

 Impressions:

  • All Keywords: +35.5% GROWTH
  • Position #1 Keywords: +63% GROWTH

Average Position:

  • All Keywords: 58% Ranking Position Increase
  • Position #1 Keywords: 22% Improvement (Top 4-10 --> #1)

In other words, while rankings improved and impressions grew, actual traffic and engagement plummeted. Your content is being seen, but it’s not driving action. Google’s AIO hijacked our hard-earned content, redirecting traffic wherever it sees fit. 

Note: We kept this analysis fairly simple for this blog; We established +/- baseline rates for the averages between months for the first 6 months prior to Google’s rollout of AIO (May, 2024) then calculated the same metrics to establish a new baseline after AIO’s release. We then compared the differences between the two baselines while accounting for as many variables outside of just AIO as a potential cause in click, CTR, impression and rank drops. 

The Chegg Saga: A Cautionary Tale

Consider the recent plight of Chegg, the online education company. Once a thriving hub for students seeking homework help, Chegg has seen its traffic decimated after Google's AI Overviews started serving up educational summaries directly in search results. In a bold move, Chegg filed a lawsuit against Google, accusing it of unfair competition. According to Chegg's CEO, Nathan Schultz, the company's non-subscriber traffic plummeted by a staggering 49% in January 2025. Schultz didn't mince words, stating, "Traffic is being blocked from ever coming to Chegg because of Google’s AI Overviews and their use of Chegg’s content to keep visitors on their own platform."

This lawsuit isn't just a corporate spat; it's a landmark case that underscores the existential threat Google's practices pose to content-driven businesses. When the gatekeeper starts keeping all the keys, it's time to question the fairness of the system.

Google's Foray into Affiliate Content: The Fox Guarding the Henhouse

As if siphoning off your traffic wasn't enough, Google has also ventured into creating its own content, complete with affiliate links. Take, for example, their article titled "8 Healthy Snack Ideas for Movie Night".

 


On the surface, it appears to be a helpful guide, but scroll down, and you'll find links to purchase Pixel Watches and Fitbits from Google's own store. Yes, the same company that sets the rules for search rankings is now conveniently placing its own affiliate-laden content at the top of search results, bypassing the very algorithms it enforces on everyone else.

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This move raises a glaring question: How can businesses compete fairly when the referee is also a player in the game? Google's dual role as both regulator and competitor creates a conflict of interest that's impossible to ignore.

The Negative Impact on Businesses: More Than Just Lost Clicks

The ramifications of these practices are far-reaching:

  • Declining Website Traffic: With answers provided directly in search results, users have little incentive to visit your site, leading to a significant drop in organic traffic.
  • Revenue Loss: Less traffic translates to fewer conversions, whether your income comes from ad revenue, affiliate links, or direct sales.
  • Content Devaluation: When Google serves up your content without directing users to your site, the value of creating high-quality content diminishes. Why invest in something that primarily benefits Google's ecosystem?
  • Erosion of Brand Authority: Users begin to associate the information with Google rather than your brand, weakening your position as an authority in your niche.

The New SEO Landscape: Adapt or Perish

In today’s rapidly evolving digital world, sticking to outdated, keyword-only SEO strategies is like trying to navigate with a paper map while everyone else is using GPS. At Smart Solutions, we understand the unique challenges eCommerce merchants face, and we’re here to guide you with proven strategies designed for success in 2025 and beyond:

  • Optimize for AI Inclusion: Get your content noticed in AI Overviews by structuring it with clear headings, concise answers, and schema markup. This helps Google’s AI understand your content’s relevance and boosts your visibility directly in the search results.
  • Diversify Traffic Sources: Relying solely on organic search traffic is risky. Strengthen your presence across social media, email marketing, and other channels to reduce your dependence on Google and protect your traffic from changing algorithms.
  • Focus on Brand Development: Build a loyal audience that comes to you directly—no search engine necessary. Community engagement, exclusive content, and authentic interaction can help cultivate this type of brand loyalty.
  • Consider Legal Options: As seen with Chegg’s lawsuit, legal action may be an option if your business is hurt by shifting search practices. However, navigating the legal landscape can be challenging and costly without the right expertise.

Instead of relying on trial and error, partner with an eCommerce agency that knows SEO inside and out. At Smart Solutions, we do the heavy lifting, helping you navigate these challenges and build a strategy that drives real, measurable results—without the guesswork.

Ready to adapt and thrive in the new SEO world? Book a meeting with us today and let’s create a tailored strategy that sets your business up for long-term success. >>

The Inevitable Evolution

The SEO landscape is undergoing a seismic shift. Keywords alone are no longer the golden ticket to online success, they haven’t been for a hot minute. As Google continues to prioritize its own content and AI-generated answers, businesses must adapt by embracing new strategies that focus on brand authority, diversified traffic sources, and direct audience engagement. It's a challenging new world, but with adaptability and resilience, businesses can navigate the stormy seas of modern SEO.

Need help adapting to this new SEO reality? Our team at Smart Solutions is ready to help you evolve your strategy and ensure your business stays ahead. Contact us today to get started.

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