Recent data has SEO experts a bit nervous – as it reveals that AI-powered search features are leading to significant reductions in website traffic. At a recent Google Marketing Live event, however, Google executives stated that the traffic that does land on your website is now a higher quality.

According to Google, “When they get to a decision to click out (and visit your site), it’s a more highly qualified click… What we hope to see over time is more time spent on site, which is what we see organically in a much more highly qualified visitor for the website.”

To help capture those truly high-quality clicks, Google recommends that SEO professionals create content that directly answers questions and develop detailed FAQs and Q&A sections. Video content is also being encouraged.

So where do we go from here? AI tools are changing the way Google crawls your site, but SEO is still very much alive. SEO pros just need to revamp their content strategies.