NP Digital Report Shows AI Search Is Reshaping SEO Without Hurting Web Traffic

A comprehensive new study from NP Digital challenges the widespread belief that AI-powered search features are hurting website traffic, revealing that most marketers are actually experiencing stable or growing visitor numbers since Google introduced its AI Overviews feature. The research, which surveyed 1,000 search users and 600 marketing professionals, provides fresh insights into how both consumers and brands are navigating the evolving landscape of AI-enhanced search experiences.

Traffic Concerns May Be Overblown

The fear of zero-click searches decimating website traffic appears to be largely unfounded, according to the report’s findings. A significant 56% of marketing professionals reported increased traffic since AI Overviews went live, while an additional 36% indicated their traffic levels remained steady. These numbers paint a much more optimistic picture than many industry experts had predicted.

The New SEO: Winning AI’s Trust, Not Just Rankings.

The more you optimize for AI-friendly content (clear summaries, bullet points, structured data), the more you’ll become the source, not just another search result.

The sooner you realize traditional metrics (traffic, CTR) are… pic.twitter.com/a5XcRGBDAA

— Neil Patel (@neilpatel) July 29, 2025

User behavior data supports this trend, with only 15% of search users saying they’ve stopped clicking through to websites after viewing AI Overview results. This suggests that the vast majority of users still want to dive deeper into topics beyond what AI summaries provide, maintaining the value proposition for quality website content.

User Reception and Accuracy Concerns

Most users seem satisfied with AI Overview performance, with three-quarters reporting they haven’t encountered significant errors in the results. However, among those who did notice problems, the issues were notable: 51% cited inaccurate answers as their primary concern, while 21% each pointed to irrelevant content and outdated information as key problems.

Despite generally positive reception, trust remains a critical issue. An overwhelming 91% of users expressed varying levels of concern about potential misinformation or bias creeping into AI Overview results. This widespread apprehension highlights the ongoing challenge platforms face in maintaining credibility as AI becomes more prominent in search.

Marketing Strategies Evolve

Marketing professionals are actively preparing for an AI-dominated search future, with roughly one-third predicting that AI tools will handle between 25% and 50% of all search activity within the coming year. This expectation is driving significant strategic shifts across the industry.

Currently, 51% of marketers are already monitoring their brand’s presence within AI platforms, while another 38% are researching methods to do so. The most popular adaptation strategies include investing in visibility tracking tools (45%), developing more conversational content approaches (45%), and focusing on long-tail keyword optimization (40%) that aligns with AI result delivery patterns.

Industry Adaptation Required

According to NP Digital Vice President of SEO Nikki Lam, the data emphasizes the critical importance of maintaining flexibility in search strategies. She notes that while zero-click searches aren’t entirely new, AI overviews have significantly accelerated their growth and fundamentally changed user search interactions, creating ripple effects across many brands.

Lam emphasizes that traffic patterns will likely shift noticeably in 2025 and beyond, making adaptability essential for success. The research reinforces that companies implementing comprehensive “search everywhere” optimization approaches will be best positioned to preserve their visibility and maintain competitive advantages in this rapidly changing environment.