As artificial intelligence (AI) becomes increasingly prominent in search results, businesses are understandably concerned about what this means for their website traffic.
If Google can answer someone’s question without them visiting a website, why would they bother clicking?
New research suggests that people are still clicking through to websites, but they’re becoming more selective about where they go.
People still want to check AI answers
A new study published by Search Engine Land, involving a survey of 1,007 US adults, found that 64% of consumers trust AI-generated search summaries to some extent. However, this doesn’t mean they accept everything AI tells them.
In fact, 77% have spotted an incorrect AI answer, while 56% say they read AI summaries before clicking a link to double-check the information.
This is particularly important when people are making purchasing decisions. The research found that 71% want to consult a real source before making a final decision or purchase.
For example, someone researching a new boiler might use Google’s AI summary to understand their options, but they’ll still want to visit installers’ websites, compare prices and read customer reviews before committing.
Fewer impulsive clicks mean more informed visitors
The research also revealed that the typical time between searching and clicking a result has increased from 2.5 seconds in 2024 to six seconds in 2026.
People are taking longer to consider their options, potentially making the visitors who do reach your website more valuable.
This means businesses shouldn’t focus exclusively on attracting large volumes of traffic. Attracting visitors who are genuinely interested in their products or services is equally, if not more, important.
What does this mean for SEO?
Search engine optimisation (SEO), the process of improving your website’s visibility in search results, remains essential. However, businesses also need to consider how they appear in AI-generated answers.
Publishing useful, accurate content, demonstrating expertise and building positive customer reviews can help establish credibility with both search engines and potential customers.
Ultimately, AI isn’t removing the need for business websites. It’s changing how people discover them and decide which businesses to trust. Want to make sure your business remains visible as search evolves? Get in touch with Engage Web to discover how our SEO and AI search optimisation services can help your business get found.
