Stop Losing SEO Traffic: AI-Powered Strategies to Detect, Fix, and Drive [MozCon 2025 Speaker Series]

In 2025, SEO is no longer just about ranking high on Google. It's about earning trust, authority, and visibility across multiple platforms. At MozCon 2025, experts discussed how AI, generative search, and shifting user behaviors are reshaping the SEO landscape. The AI Disruption • Google's AI Overviews, introduced in May 2024, have changed the way users interact with search results. • Instead of clicking through to websites, many now get answers directly from AI summaries at the top of the search page. • This shift has led to traffic declines for many sites, even if their rankings remain unchanged. Earning Authority Across Platforms To thrive in this new environment, brands must focus on building authority that spans across search engines, social media, and AI platforms. This involves: • Creating original, data-driven content • Earning backlinks and media mentions • Maintaining consistency across all digital touchpoints These strategies not only improve visibility in traditional search results but also enhance chances of being featured in AI-generated summaries. Adapting to User Behavior • Younger audiences, especially Gen Z, are moving away from traditional search methods. • Many now prefer using platforms like ChatGPT, TikTok, and Instagram to find information. • This means that relying solely on Google for traffic is no longer sufficient. Key Takeaways • AI Overviews are reducing organic click-through rates. • Building cross-platform authority is essential. • Understanding and adapting to user behavior is crucial. To stay competitive, brands must evolve their SEO strategies to align with these changes. Focusing on authority, adaptability, and user-centric content will be key to maintaining and growing organic traffic in 2025 and beyond.