[Note: while I'm out on medical leave, I've asked a few of my smart business friends to share their current thoughts on the state of the digital world. This week's note comes from SEO expert, Meg Clark of Clapping Dog Media].

So I just saw some data that made me crazy.

Google's AI overviews are reducing clicks to websites by 34%.

Yep, you read that right. One-third of the traffic... gone.

Stolen. By GOOGLE. jerks.

But here's the thing - I'm actually EXCITED about this change. (Stick with me here...)

Because while everyone else is panicking, this creates a HUGE opportunity for businesses who know how to adapt.

The Old Way Is Dead (And That's Good News)

Remember when you could just optimize a blog post, wait for it to rank, and watch the traffic roll in?

Those days are over. But honestly? Good riddance.

That approach was never sustainable anyway. It was just a matter of time before Google caught up.

What's working now is so much more aligned with what I've always believed: authentic visibility that showcases who you REALLY are.

Your New SEO Playbook (That Actually Works)​
​
​Stop thinking "website-only"

In a recent case study I saw on You Tube, a savvy business owner dominated the ENTIRE first page for their target keyword.

How? They had:

• Their website ranking organically
• A YouTube video in the video carousel
• Their Google Business Profile showing up
• A LinkedIn post indexed
• Even their name mentioned in the AI overview

The most fascinating part?

For the search "start SEO agency," Google's AI overview cited a YouTube video rather than the website that ranked right below it.

This is the future. Not just ranking a page, but owning the topic across Google's entire ecosystem.

2. Flip your funnel (start with what makes money)

The old way of doing keyword research was to chase high-volume, top-of-funnel keywords first because some SEO tool told them to.

But those keywords are getting gobbled up by AI Overviews, high volume, more generic keywords are getting answered directly on the Search Results page.

So, instead, start with the keywords that actually drive REVENUE:

• "[Your service] pricing"
• "[Your product] vs [competitor]"
• "Best [your service] for [specific need]"

These might have lower search volume, but they're worth 10x more to your business.

Once you've captured these, THEN work your way up to broader topics.

3. Be everywhere your ideal clients are looking

Your website is still super important (don't let anyone tell you otherwise!), but it needs to be the hub of a much larger content ecosystem:

• Create your core content on your website
• Turn key points into YouTube videos
• Share insights on LinkedIn and other platforms
• Connect everything with strategic internal linking

I'm seeing clients who implement this approach not just maintain their traffic - but actually GROW it despite these Google changes.

What This Means For YOU

The businesses that will thrive in this new reality aren't the ones with the biggest SEO budgets.

They're the ones who truly understand their audience and show up authentically across multiple platforms.

Sound familiar? It should! This is what I've been preaching all along.

Quick Win You Can Implement Today

Want to see immediate results? Try this:

1. Go to Google Search Console​
2. Find keywords where you're ranking on page 2 (positions 11-20)
3. Update those pages with more comprehensive content
4. Add internal links from your high-authority pages

I've seen rankings jump to page 1 within DAYS using this approach.

Let's Talk About YOUR Traffic

I'm curious - have you noticed changes in your organic traffic lately? What's working (or not working) for you?

And if you're feeling overwhelmed by all these changes, I get it. That's exactly why I created the Search Party.​

Search Party is a done WITH you course where you get a library of resources and weekly live AMA sessions with me! You are invited, come to the party!

Cheers!
Meg

p.s. a note from Michelle: miss last week's missive? Catch it here: bored of writing emails? try this. With apologies to the great Ann Handley for forgetting the name of her genius metric OWBR - (Open to Write Back Rate). Get on Ann's every-other-Sunday newsletter here for more smart tips.