AI in Marketing: The End of Website Traffic as We Know It

According to Gartner’s latest Future of Search report, organic website traffic could decline by up to 50% by 2028 due to the rise of Generative Engine Optimization (GEO) and the growing dominance of paid placements in search results.

At Peakovate, we’ve anticipated this shift for some time. Our research suggests that brands could start feeling the impact much sooner—with up to a 25% drop in organic traffic within two years as AI-powered search transforms user behavior. Gartner and SearchEngineLand data now support these findings.

Preparing for this disruption is critical to stay competitive in the evolving digital landscape.

What is Generative Engine Optimization (GEO)?

GEO focuses on optimizing content for AI-powered search engines like Google’s Search Generative Experience (SGE).
Unlike traditional search, where ads and organic links dominate the SERP layout, GEO introduces an AI-generated answer box at the top, pushing all other results (including ads) lower down the page.

In short:
AI-generated content comes first.
Traditional organic results are pushed further out of sight.

What GEO Means for Your Business

As digital lead generation becomes the norm, GEO is rewriting the rules of search.
Google AI now appears above even paid ads in over 92% of all searches where GEO is active, according to Gartner.

This means:

• Less website traffic: Users get answers directly in the SERPs without clicking.
• Higher ad costs: Paid media costs are forecasted to increase by 17% YoY.
• Fiercer competition: Fewer opportunities to rank, but massive opportunities for brands that adapt early.

GEO isn’t just a threat—it’s a chance to rethink and diversify your digital strategy before your competitors do.

How to Build a GEO-Ready Strategy

To survive—and thrive—in the GEO era, two parallel actions are essential:

1. Rebuild your digital presence for AI-driven search.
2. Diversify your organic traffic sources outside traditional search.

Here’s how:

Immediate Actions to Focus On:

1. Implement Structured Data (Schemas):

Structured data helps search engines better interpret your content. Schema markup makes your site more likely to be featured within AI-generated search results.

2. Redefine Your FAQ Strategy:

Create FAQ content that directly addresses real customer questions. Collaborate with your sales and client teams to identify top concerns and objections, then answer them clearly on your site.

3. Strengthen Your Presence on Review Platforms:

Trust and authority matter even more under GEO. Encourage satisfied customers to leave positive reviews. Review platforms are becoming a crucial source of organic traffic and brand credibility.

4. Develop Unique, Branded, Multimodal Content:

Don’t just publish text—think videos, infographics, podcasts, and interactive experiences.
Leverage your unique internal data to create thought leadership pieces that differentiate your brand and add genuine value.

How to Diversify Traffic Sources:

1. Leverage YouTube and Video Content:

Video will remain a dominant format. Create videos that answer natural language queries, educate your audience, and showcase your expertise.
YouTube itself is a massive search engine—and multimodal content will be a cornerstone of GEO optimization.

2. Ramp Up Targeted Prospecting and Outreach:

Don’t just wait for leads—actively go after them.
Use ideal customer profiles (ICPs) to guide personalized outreach efforts.
Proactive prospecting ensures a steady pipeline even if inbound traffic declines.

Act Now or React Later

The transition is already underway.
As a marketing or sales leader, you’ll soon need to make a strategic choice:

• Prepare early and capitalize on new opportunities
• Or scramble to catch up once traditional traffic sources dry up

At Peakovate, we’ve spent the past year helping clients future-proof their digital strategies. While no one has all the answers yet, one thing is clear:

Doing nothing is not an option.

Ready to navigate the next wave of digital disruption?
Let’s build a GEO-ready future together.