Change is the only constant in the fast-paced life of digital marketing. A sharp yet instant drop of almost 40% in organic traffic was experienced by one of our longstanding clients. The culprit? AI Overviews from Google (formerly known as Search Generative Experience).

Being the topmost digital marketing agency in Los Angeles, this was never an issue to us—we saw this coming. The sudden drop had to be addressed immediately. We explain here how the top-tier social media marketing agency and digital marketing firm Noxster went about addressing this problem and reclaiming the client’s traffic.

What Are AI Overviews and Why Do They Matter?

AI Overviews are Google’s way to give users an AI-generated summary on top of the search results. Ironically, in the guise of being helpful, these answers stop people from clicking through to actual sites. Instead of sending traffic to these businesses, they give away the crucial information right at the top, thereby providing little incentive to anyone to click. 

This is of utmost concern for businesses that are dependent on organic traffic, especially those in the competitive market like Los Angeles.

The Impact: A 40% Drop in Traffic

The client, a fast-growing wellness-based company, had poured much money into content marketing. They had held the top positions and rankings for some commercial and informational keywords through incessant SEO optimization and thought leadership.

The moment AI Overviews came into being into their keyword landscape, rankings were no more. Instead, the summaries from Google began to eat up their traffic.

Our 4-Step Strategy to Win It Back

At Noxster, however, we wasted no time. We unleashed 4-step strategizing from our experiences as an innovative digital marketing outfit Los Angeles businesses rely on.

1. AI-Optimized Content Creation

We started auditing all content from the angle of Google’s AI Overview training behavior. Making content more structured with headers, bullets, and schema markup increases the possibility for the content to be cited in AI-generated snippets—even if the user never clicked.

2. Top-of-Funnel Diversification via Social Media

Through social campaigns strategized around key search terms being eaten up by AI, we started raising that much-needed awareness all along the top of this funnel. Generally, this involves high-engagement-level campaigns on Instagram, TikTok, and Facebook led by a social media marketing agency, fallout from which AI search is now killing. So in turn, as these campaigns pulled in direct traffic, new users entered the funnel.

This only replaced the traffic lost due to search cannibalization, but also grew a separate community disconnected from Google.

3. Branded Search Focus

We picked up the pace on branded search by aggrandizing the brand through a combination of PR, YouTube collaborations, and influencer marketing. The moment the client is wanted by name, the intent cannot be intercepted by Google. In just two months, grading an increase of 65% was recorded in branded keyword searches across the client.

4. Conversion Optimization

If traffic is hard to come by, then every visitor counts. We altered landing pages, reduced funnel length, and incorporated various AI-powered personalization tools, with the aim to boost conversion rates. The end result was a 34% bump in lead conversion, even with less traffic.

The Results: Recovery & Resilience

Within 90 days, we restored 80% of the lost traffic and converted much better than before the AI Overview update. More importantly, the dependence on organic search traffic is now resolved with a strong social and branded strategy.

This is what differentiates Noxster as a digital marketing company from others: we don’t chase rankings; we build digital ecosystems that stand the test of time.

Why Choose Noxster?

If your business is facing issues due to an AI update with dropping organic traffic, they’re all in the same boat. Based in Los Angeles for more than five years, Noxster will future-proof your online presence. We style all solutions about SEO, content, social media marketing, paid advertising, and CRO to suit your goals and the rapidly evolving digital space.

FAQs

Q1. What makes Noxster different from other digital marketing firms?
We craft a holistic solution based on SEO, social media, and content marketing, backed by data-driven AI strategies for long-term digital growth. Our approach will guarantee that your brand maintains its position beyond any algorithm updates.

Q2. How can social media marketing help offset lost Google traffic?
Social media allow you to directly reach your audience without any gatekeeper. Through powerful content and targeted ad campaigns that create engagement, these platforms drive traffic and potential customers when organic search doesn’t.

Q3. Does the AI Overview impact every website the same way?
No. Informational and blogging are hit hardest, especially those competing on generic queries. E-commerce and branded search are largely safe but no site has been spared.

Q4. Can you work for businesses outside of Los Angeles?
Definitely. While a Los Angeles digital marketing agency trusted by the best, we serve clients nationally and internationally across industries.

Q5. What’s the first step to recovering traffic lost to AI?
Start with a content audit focusing on AI-friendliness and diversify your traffic sources. Contact us for a free consultation to view your options.

Time to secure your digital marketing for the future?
Let Noxster be your growth partner. Visit us today and grab your traffic before AI successfully makes it theirs.