Why Traffic On Google Is Declining 📉

Ever feel like Google’s playing hide-and-seek with your website? 👀
One day your clicks are rolling in like a busy motorway, the next… tumbleweeds. 🪵💨

It’s not just you — traffic on Google is changing. Search behaviours are shifting, algorithms are evolving, and the online “rules of the road” aren’t quite the same as they used to be.

Buckle up — we’re diving into why Google traffic is slowing down and, more importantly, how to take the fast lane back to visibility. 🏎️💨

Is Search Dying and Does Content Really Matter Looking Ahead?

Are you worried about the future of search traffic? Wondering how to adapt your content strategy for the AI age?

Discover why Google search is declining and how to adjust your content marketing to thrive in 2025 and beyond.

Understanding the Decline of Traditional Search

The search landscape is undergoing a dramatic transformation, one that many (not all) SEO professionals are reluctant to acknowledge. Google's overall search volume remains high, but the critical metric for businesses isn't search volume – it's whether those searches lead to website visits.

According to Sheridan's research, Google may see a 25-40% decline in usage over the next decade. More importantly for publishers and businesses, there could be a 70% decline in website visitors from search results.

Several factors are driving this decline:

1. Google's evolving search results page, which now buries organic listings

2. Google's formal announcement about offering an AI-only option that bypasses traditional search results entirely

3. The rise of zero-click searches, where users get their answers directly in search results without visiting websites

Why Content Marketing Still Matters in 2025

Focusing solely on Google search traffic was always a narrow view of content's value. Of the approximately 40 different reasons why businesses should produce content, search engine optimization is just one of them. 

While the delivery mechanisms for content have evolved, the core principle remains unchanged: businesses must obsess over their customers' questions, worries, and concerns and address them comprehensively online by:

• Providing comprehensive information for potential buyers visiting your website

• Creating content that AI systems can reference and recommend

• Building trust through transparency and expertise

• Supporting sales conversations and customer education

• Establishing thought leadership in your industry

• Creating assets that can be shared across social platforms

• Developing content that aids in customer decision-making

• Providing resources for after-sale support and customer success

The New Approach to Content Marketing: Adopt a Media Company Mindset

This isn't just clever wordplay—it represents a fundamental shift in how businesses should think about their role in the marketplace.

The media company mindset means seeing every aspect of your business as a potential story waiting to be told. For example, a single swimming pool installation could generate 50-60 different content pieces about homeowners' decisions. This approach requires looking at your business through a new lens and constantly asking, "How can we show and tell this story better?"

Embracing the following trends will help your content and business thrive.

Invest in In-House Content Creation

Outsourcing your content is not the future of the web. It will not going to bring you to the promised land. You must develop an internal capability to capture and tell stories as they happen.

Most businesses have been predicting for a decade that any company over £1 million in revenue will need an in-house videographer, and now–for the first time ever—his advice to clients is that their first hire shouldn’t be a content writer, it should be a videographer.

Master Storytelling

The ability to tell compelling stories has become non-negotiable and this skill is crucial across all platforms, from LinkedIn posts to video content.

Prioritise Video Content

Video has become essential for every business, regardless of industry.

No customer has ever visited a website and thought, "I wish I could see a video on this, but they don't have a video on it. But you know what? I'm sure video's just not their thing, and I'm sure it makes them really nervous, so I'm going to give them the pass." Instead, customers simply leave, seeking information elsewhere.

The key to successful video content is meeting your audience where they are and in the format they prefer, which means creating:

• Educational content that explains complex concepts

• Behind-the-scenes glimpses of your business operations

• Customer success stories and testimonials

• Product demonstrations and tutorials

• Expert interviews and insights

Mix Your Media Types

While maintaining a strong focus on video, we advocate for a varied approach to content creation.

Having a varied approach ensures you're reaching audience members who have different content consumption preferences while maintaining a consistent presence across platforms. The key is maintaining quality storytelling regardless of the medium.

Cheeky Monkey’s Advice 🙉

Search behaviour is shifting. Fewer people are typing full questions into Google, and more are turning to ChatGPT / AI for instant answers - or heading straight to YouTube to watch how to do something.

Here’s how to adapt:

🎥 Create Searchable Video Content

Upload “how-to” and explainer videos to YouTube. Optimise titles and descriptions with the exact phrases people search for. This isn’t just SEO - it’s Visual SEO.

💬 Repurpose for Chat-Friendly Formats

If people are asking AI tools for answers, your content needs to feed into those datasets. Publish transcripts and summaries on your site so AI can reference them.

📱 Meet People Where They’re Searching

If your ideal audience learns visually, prioritise video-first answers. A quick 60-second visual demo will often beat a 600-word blog in 2025’s search landscape.

Google isn’t dead - but attention is now divided. Be present on both the text and video search front.

So, while Google’s traffic lights might be turning amber, it’s far from the end of the road.
With the right tweaks, smarter targeting, and a dash of creativity, your brand can still overtake the competition and cruise straight to your audience

Q&A

• So, are you ready to harness the power of using new tactics for your business to drive search results?

• Do you have any pain points I can help you with smoothing out regarding getting found online?

• Which of the above tips do you think you could utilise from the most and how would it impact your business?

Whenever you’re ready, here’s how I can help you:

1. Book a {10 MINUTE} Business Power Call with me, to arrange working together to make your social media videos stand out online as I tweak your approach, and analyse how to improve your current video, business strategy or marketing.

2. Don’t have time to create great content or marketing yourself? Focus on your business, whilst we focus on creating the content and marketing that you’ve always dreamed of. Get in touch to find out more.

Until next Friday, love to you all!

My Partner Services
Sky Adsmart  | Cheeky Monkey 🙉 |

Fire an email back to me at [email protected] and let’s keep the chat going 👌🏻