Search is changing fast - and so is how people discover content online. AI-driven tools like ChatGPT are cutting into traditional website traffic, pushing businesses to rethink how they design and optimize their digital presence. I saw this shift up close during a recent website redesign and brand refresh. In the past, redesigning a site meant focusing on user experience, brand storytelling, tailored content and SEO. This time, another factor came into play: large language model optimization (LLMO).
Since the launch of Google AI Overviews in May 2024, zero-click search grew by 13 percentage points, reaching 69% in May 2025, while organic traffic to news sites declined significantly.