For years, Google has been the go-to source for finding information online. Whether it’s researching a topic, troubleshooting an issue, or making a purchase decision, Google Search has dominated. But with AI-powered tools like ChatGPT, search habits are shifting.
For marketers, this means two things:
- SEO alone is no longer enough—brands need to optimize for AI-driven search engines.
- Traffic sources are shifting—organic clicks from Google are declining, but new opportunities are emerging, including ChatGPT-powered referrals.
So, how can marketers stay ahead, improve AI search visibility, and convert more traffic? Let’s break it down.
In this article we talk about...
How ChatGPT is disrupting Google Search
1. Users are skipping search results
Traditionally, finding an answer meant typing a query into Google, clicking on multiple links, and piecing together information from different sources. Now, ChatGPT provides direct, structured answers in seconds—eliminating the need to browse search results.
- Need a quick explanation? ChatGPT delivers.
- Want step-by-step instructions? ChatGPT structures them for you.
- Looking for recommendations? ChatGPT summarizes them without endless ads and pop-ups.
For informational queries, users increasingly prefer AI over sifting through multiple web pages.
2. Declining click-through rates for websites
SEO-driven websites rely on organic traffic from Google, but if AI tools answer users’ questions directly, fewer people click on links. This particularly affects:
- How-to guides and explainer articles
- Listicles and product recommendations
- Simple factual queries (e.g., definitions, dates, or statistics)
When fewer users click search results, it directly impacts publishers who depend on ad revenue and affiliate marketing.
3. Google’s AI response: The rise of SGE
Google isn’t standing still. The Search Generative Experience (SGE) is Google’s attempt to integrate AI-powered summaries at the top of search results. Instead of displaying 10 blue links, Google now provides AI-generated answers directly—similar to ChatGPT.
This means even when users stay on Google, they may not visit external sites. The traditional SEO game is changing.
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What types of searches are most affected by ChatGPT?
AI-powered search is changing how people find and consume information. While not all search queries are equally impacted, certain types of searches are shifting away from traditional Google searches toward ChatGPT and other AI models.
Informational queries (quick answers and definitions)
Impact: high
People often use Google to ask general knowledge questions. ChatGPT eliminates the need to click multiple links by providing an instant, structured response.
Examples of searches shifting to ChatGPT:
- What is growth hacking?
- Who invented the printing press?
- How does blockchain work?
Who loses?
- Wikipedia-style informational sites
- Blogs that rely on ranking for basic definitions
- Educational sites that don’t provide unique insights
How-to guides and step-by-step instructions
Impact: high
Previously, users would search on Google and visit a blog or YouTube tutorial. Now, ChatGPT delivers clear, step-by-step guides within seconds, reducing the need to click on external results.
Examples of searches shifting to ChatGPT:
- How to write an SEO-friendly blog post
- How to remove a stain from white clothes
- How to create a lead magnet for my website
Who loses?
- Blogs offering generic tutorials
- Websites with step-by-step guides
- DIY and troubleshooting sites
Who can still win?
- Sites with multimedia content like YouTube or interactive guides
- Blogs with hands-on experience that AI can’t replicate
Product comparisons and reviews
Impact: medium-high
ChatGPT can summarize product reviews, features, and comparisons without requiring users to visit multiple e-commerce or affiliate sites.
Examples of searches shifting to ChatGPT:
- Best CRM software for small businesses
- iPhone 15 vs Samsung S23
- Best budget-friendly hiking gear
Who loses?
- Affiliate blogs that rely on Google traffic
- Generic product roundup sites
Who can still win?
- Websites with real user reviews, such as Reddit and Trustpilot
- Brands investing in original data and research
- Expert-driven content that goes beyond basic comparisons
Travel recommendations and itineraries
Impact: medium-high
People searching for travel tips, best destinations, and itinerary planning often find ChatGPT more convenient than clicking through multiple travel blogs.
Examples of searches shifting to ChatGPT:
- Best things to do in Tokyo for 5 days
- Best time to visit Iceland
- Where to stay in Barcelona
Who loses?
- Travel bloggers relying on organic search
- General travel recommendation sites
Who can still win?
- Sites with personal experiences and photography
- Influencer-driven travel content, since AI lacks firsthand experiences
Coding and technical questions
Impact: high
Previously, developers would use Google to find solutions on Stack Overflow or documentation pages. Now, ChatGPT writes, debugs, and explains code in real time.
Examples of searches shifting to ChatGPT:
- How to write a Python for loop
- Fix this JavaScript error
- SQL query to find duplicate rows
Who loses?
- Stack Overflow and similar Q&A sites
- Basic programming tutorial blogs
Who can still win?
- Sites with deep technical explanations, not just syntax
- GitHub and developer communities where users interact directly
Academic research and summaries
Impact: medium
Students and researchers are skipping Google and academic journals in favor of ChatGPT for quick summaries.
Examples of searches shifting to ChatGPT:
- Summary of The Lean Startup book
- Causes of World War II
- Psychological theories of motivation
Who loses?
- Educational websites
- Academic blogs
Who can still win?
- Universities and publishers with exclusive research
- Sites offering unique insights beyond AI-generated summaries
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What searches are not (yet) affected by AI-driven search engines
Some search types still heavily rely on Google because AI tools lack up-to-date or user-generated content.
- Real-time news and trending events
ChatGPT has limited real-time browsing capabilities unless connected to plugins. Users still go to Google or Twitter for breaking news.
- Local searches (e.g., “restaurants near me”)
Google Maps and business directories remain dominant. AI search is not yet optimized for hyper-local results.
- E-commerce product searches
Users still prefer browsing Amazon, eBay, or official brand websites. ChatGPT lacks direct shopping integration.
What the decline of traditional SEO means for marketers
For years, Google has dominated search. But now, AI models like ChatGPT are reshaping search behavior.
Quick recap:
- Instead of searching on Google, users ask ChatGPT and get summarized answers.
- AI-powered search tools like Perplexity and Google SGE generate responses without sending users to external websites.
- Search engines are favoring zero-click experiences, reducing traffic to publishers.
What this means for marketers:
- Less organic traffic from Google → Informational content may not get as many clicks.
- More AI-driven search traffic → Queries are happening inside ChatGPT and other AI platforms.
- Referral traffic from AI models → Some users click on cited sources in AI responses, but this traffic behaves differently than traditional search visitors.
How to stay ahead of traffic changes with Pathmonk
With Google organic traffic declining and AI-driven search sending referral traffic instead, marketers need to maximize conversions from every visitor—regardless of where they come from.
This is where Pathmonk makes the difference.
Convert more visitors from declining organic traffic
Even if fewer people click on Google search results, the traffic that does come needs to convert at a higher rate.
- Personalized experiences → Pathmonk detects visitor intent and adapts the website in real time.
- Optimized conversion paths → AI-powered CTAs based on user behavior.
- Company identification → Identify businesses visiting your site, even if they don’t fill out a form.
2. Capture high-intent visitors from ChatGPT and AI-driven search
AI-generated referrals behave differently from traditional search traffic:
- They often skim quickly before deciding whether to engage.
- They come from summarized content, meaning they need clear next steps to convert.
Pathmonk ensures these visitors see the most relevant message immediately:
- For visitors in the research stage → Show deep-dive content & case studies.
- For visitors ready to buy → Push high-intent CTAs like demo bookings.
3. Maximize every traffic source—whether search or AI-powered referrals
Since organic traffic will never be the same, businesses must rethink how they capture demand:
- Enhance website conversion rates instead of relying solely on SEO growth.
- Use AI-driven personalization to turn any visitor into a lead or customer.
- Track AI-powered search traffic separately and optimize based on engagement patterns.
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The new search reality: beyond Google and into AI-driven discovery
The shift is happening now.
- Google’s organic traffic is declining.
- AI-powered search engines are taking over.
- Referral traffic from ChatGPT & Perplexity is rising.
To stay ahead, marketers must:
✅ Optimize for AI-powered search tools (not just Google).
✅ Adapt their websites for new traffic behaviors.
✅ Use Pathmonk to ensure every visitor converts—whether from SEO, ChatGPT, or referrals.
