The integration of AI into search engines is fundamentally transforming how users interact with search results, leading to significant shifts in website traffic patterns. This evolution is particularly evident when analyzing the traditional marketing funnel and the associated search intents: informational, commercial, and transactional.

The Emergence of AI in Search

AI-powered features like Google’s AI Overviews and conversational agents such as ChatGPT are increasingly providing direct answers to user queries within the search interface itself. This development reduces the need for users to click through to individual websites, especially for straightforward informational queries.

Impact on the Marketing Funnel

Top-of-Funnel (Informational Intent)

Traditionally, the top of the marketing funnel captures users seeking general information. These users pose queries like “what is SEO” or “benefits of cloud computing.” AI tools are now adept at answering such questions directly within the search results, diminishing the traffic that would have previously flowed to educational blog posts or explainer articles.

A study by Semrush revealed that 88.1% of queries triggering AI Overviews were informational in nature, indicating a significant shift in how users access basic information.

Middle-of-Funnel (Commercial Intent)

Users in the middle of the funnel are evaluating options and seeking comparisons, such as “best project management tools” or “top CRM software.” While AI has started to address some of these queries, the impact is currently less pronounced compared to informational searches.

Semrush’s data indicates that commercial queries triggering AI Overviews increased from 6.28% in January to 8.69% in March 2025.

Bottom-of-Funnel (Transactional Intent)

At the bottom of the funnel, users are ready to take action, searching for specific products or services like “buy iPhone 14” or “subscribe to Netflix.” AI’s influence here is minimal, as users often require detailed information, reviews, and pricing before making a purchase decision.

Transactional queries triggering AI Overviews saw only a slight uptick from 1.69% to 1.76% between January and March 2025.

Shifts in Click-Through Rates and Traffic Patterns

The rise of AI in search has led to a noticeable decline in click-through rates (CTR) for certain types of queries:

CTR for non-branded keywords has decreased by approximately 20%.
Pages ranking outside the top three positions experience a larger CTR decline, averaging around 27%.

These statistics underscore the importance of securing top positions in search results and optimizing content to align with AI-generated summaries.

Increased Emphasis on Homepage Traffic

Interestingly, while AI features may reduce traffic to specific landing pages, they are contributing to an increase in homepage visits.

A study by Siege Media analyzing 50 websites found that AI Overviews and large language models (LLMs) led to a 10.7% increase in homepage traffic.

This trend suggests that AI tools often direct users to a website’s main page, which makes homepage optimization more important than ever. If you’re working with a regional SEO agency like Cape SEO, make sure your homepage clearly explains your services and guides users to key pages like your Cape Town SEO service area, for example.

Strategies for Website Owners and SEOs

Given these developments, website owners and SEO professionals should consider the following strategies:

Focus on Middle and Bottom-of-Funnel Content: Create detailed comparison guides, product reviews, and case studies that cater to users further along in the decision-making process.
Optimize for AI Summaries: Structure content with clear headings, bullet points, and concise summaries to increase the likelihood of being featured in AI-generated overviews.
Enhance Homepage Content: Ensure that the homepage effectively communicates the brand’s value proposition and guides visitors to relevant sections of the site.
Monitor and Adapt: Regularly analyze traffic patterns to identify shifts caused by AI features and adjust content strategies accordingly.

Conclusion

The integration of AI into search is reshaping the digital landscape, particularly affecting how users access information and interact with websites. While top-of-funnel traffic may decline due to AI-generated answers, opportunities remain to engage users through well-crafted middle and bottom-of-funnel content. By adapting strategies to align with these changes, businesses can continue to attract and convert visitors effectively.

Need Help Navigating the Shift?

If your business is seeing a drop in traffic or you’re unsure how to adapt your SEO strategy in the age of AI, contact Cape SEO. Our team helps South African and international businesses rework their digital strategies to match how search works now. Let’s turn your remaining traffic into real conversions.