If your website’s traffic has dropped off a cliff recently, you’re not the only one. Google’s latest changes have turned SEO (search engine optimisation) on its head, and what used to work might now be doing more harm than good.
The biggest shift? AI (artificial intelligence) is now baked into the search results themselves. Google has started answering users’ questions directly with AI-generated summaries, often before anyone has a chance to click through to a website. You might still be ranking on page one, but that doesn’t guarantee clicks anymore. Increasingly, people are getting what they need without ever leaving Google.
And Google isn’t just adding AI – it’s cracking down on it too. Thin content, keyword-stuffed pages and anything that feels like it was churned out by a bot is being buried. What it’s rewarding instead is human experience. If your content offers real insights, tells a personal story or gives expert guidance, it has a much better chance of being seen.
What does this mean for my website’s content?
Generic blog posts and repackaged content just don’t cut it anymore. Google’s looking for “information gain” – something new and valuable, not something recycled from the top five search results.
At the same time, brand awareness is becoming crucial. With fewer people clicking through from Google, it’s more important than ever that people search for you by name. That recognition is what will drive direct visits and keep your business visible, even as search habits change.
Technically speaking, the bar’s also been raised. Sites need to be fast, mobile-friendly, and structured in a way that Google can understand. Passing the latest Core Web Vitals, like INP (Interaction to Next Paint), is no longer optional – it’s expected.
If things aren’t working like they used to, it’s not a failure. It’s a sign that your strategy needs to evolve. At Engage Web, we help businesses make sense of these changes and turn them into opportunities. Want to find out how? Get in touch, and let’s talk about what’s next.
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