"The sky isn't falling. It's shifting."
"If you weren't a brand, this change hasn't suddenly made you one."
A new report by Siege Media indicates that while overall website clicks and organic traffic have declined due to Google's AI Overviews and large language models, homepage traffic may have surprisingly increased. Analyzed Google Search Console data from 50 national websites shows a 10.7% rise in homepage clicks, suggesting that brands with strong visibility in AI-generated results can benefit. However, sites lacking established branding remain at a disadvantage, with the report noting that non-brands may still see declines.
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