The direct answer
Yes — some searches are answered directly on a results page, which can reduce clicks to websites. This is often called "zero-click" search. Your site can still rank and receive fewer visits. Clear, useful information can support discoverability, but platforms decide which sources to show; focus also on making your own site useful to visitors who arrive.
What actually happened to your traffic
Think of Google's new AI answer box like a receptionist who's a little too helpful. A customer calls asking "who's the best plumber near me and what do they charge?" Instead of putting the call through to you, the receptionist reads off a summary, answers the question, and the caller hangs up satisfied — having never spoken to you. That's what an AI Overview does on the search results page. The customer got their answer. You never got the visit.
Three things shifted at once:
Google may show AI-generated summaries for some searches. When a results page answers a question directly, a searcher may have less reason to visit a website; the effect varies by query and result. Changes in visits can have several causes, so compare your own analytics over time rather than assuming one feature explains every traffic change.
Some people use tools such as ChatGPT, Perplexity, or Gemini to explore service providers. These tools may summarize information or refer to websites, but what they show varies by prompt and platform. A business should not treat inclusion in an AI response as guaranteed visibility.
Search behavior continues to change as people use a mix of search engines, maps, social platforms, and AI assistants. There is no single dependable figure that describes how this affects every business. Review traffic sources and inquiries for your own site before deciding what has changed.
The honest part most agencies won't tell you
No one can force Google or an AI platform to send traffic, and no provider can guarantee a ranking, citation, or recommendation. AI visibility is not a shortcut. Whether an answer cites a source—and whether someone clicks through—varies by platform, query, and context. Treat citations as an uncertain possibility, not a promised traffic source.
Focus on two things you can improve: publish clear, accurate information about your business, and make your website useful to visitors who do arrive. Search platforms independently decide which sources to include.
What actually works now
AI pulls short, direct answers from the top of a page. Vague marketing fluff gets skipped; a clear answer to a real customer question gets quoted.
Structured data (schema), clean page structure, and fast load times let AI actually understand what you do and where you do it.
Your name, address, and phone number must match exactly across Google, Bing, Yelp, and every directory — mixed signals make AI unsure, and unsure means left out.
Bing's index helps power ChatGPT and Copilot. Invisible on Bing = invisible to a big chunk of AI search.
Turn the visitors you do get into leads with clear calls, forms, and reasons to reach out now — so you're not at the mercy of what Google changes next.
That combination — being quotable AND converting the click — is exactly the system AKR builds for service businesses.
How AKR fixes this
We call our system Digital Authority Engineering. We improve clear business information, technical foundations, local SEO, useful answers, and conversion paths so people and search systems can better understand your business. Search platforms choose their own sources; citations, recommendations, and traffic are not guaranteed. Start with a free Website Health Check for a review of your AI visibility, SEO, mobile experience, and conversion paths.
Common questions
