The AI Shift Is Here — What It Means for Your Business
AI isn’t coming — it’s already here. And it’s changing how people search, how they discover brands, and how your business gets found online.
After reading a recent article in The Wall Street Journal about the sharp decline in search traffic across major publishers like HuffPost, The Washington Post, and Business Insider, I decided to break down the data in a way that small business owners could understand and act on.
Here’s what’s happening — and what it means for your marketing strategy moving forward.
What the Data Is Telling Us
According to Similarweb data cited in the WSJ:
Business Insider has seen a 55% drop in organic search traffic
HuffPost and The Washington Post have experienced drops of over 50%
The reason? People aren’t clicking like they used to.
Why? Because Google is changing.
Google Is Becoming an “Answer Engine”
With the rollout of AI Overviews and the newly released AI Mode, Google no longer just gives you a list of links — it gives you answers directly at the top of the page. That means fewer people ever scroll down or click through to a website.
As Nicholas Thompson, CEO of The Atlantic, put it:
“Google is shifting from being a search engine to an answer engine.”
In other words, your blog post, your FAQ page, or your service landing page may not even be seen — even if you rank.
What This Means for Small Businesses
If you’ve invested time and money into SEO and blogging (as you should!), you may be noticing a dip in traffic — or you will soon.
That’s because:
Fewer people are clicking on links
Less traffic is going to websites
AI summaries often eliminate the need to visit your site at all
It’s not just you — it’s a fundamental shift in how the internet works.
3 Things You Can Do Now
So, how do you stay visible in an era where clicks are harder to come by?
Here’s what we’re advising at Isamar Marketing:
1. Build a Recognizable Brand
If people know your name, they’ll search for it directly — not just keywords.
2. Own Your Audience
Build your email list. Invest in SMS. Stay active on social. Don’t rely solely on Google to drive traffic.
3. Create Value AI Can’t Replace
Offer insights, experiences, and services that only you can provide. Authenticity and expertise are harder for AI to replicate.
How Isamar Marketing Helps
We work with small business owners to future-proof their strategy — whether that means redefining your content plan, sharpening your brand identity, or launching campaigns that reach people outside of search.
At Isamar, we focus on:
Brand Strategy
Content Built for Humans (and AI)
Loyalty-Driven Campaigns
Social-First Storytelling
The landscape is evolving. But with the right strategy, your business can evolve with it — and stay ahead.
Ready to Adapt?
If your site depends on search traffic, now’s the time to pivot. Let’s talk about how to make your brand more visible, more resilient, and more prepared for the AI-powered web.
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📧 office@isamarmarketing.com
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