For decades, the SEO dashboard has remained relatively static. We tracked rankings, celebrated high click-through rates (CTR), and optimized for traffic volume. But as Artificial Intelligence reshapes how information is retrieved, these traditional indicators are flashing red warnings.
With AI Overviews (AIO) keeping users inside the search panel, the fundamental question for marketers is no longer just about ranking #1. It is about understanding if our measurement frameworks are obsolete in an AI-first world.
On SEOTalk Spaces Ep. 120, we decided to look further into this topic and explore how things are changing across the SEO industry.
Adapting Key Performance Indicators for Large Language Models
The introduction of AI into search engines has created a disconnect between traditional metrics and actual brand influence. As users get answers directly from the search result page, the “click” is becoming a rarer commodity.
The Decline of Traditional Click-Through Rates
The rise of “zero-click” searches is not new, but AI Overviews have accelerated this trend significantly. When an AI panel resolves a user’s query instantly, the purpose of that search is fulfilled without a site visit.
Parth notes that CTR can no longer be the primary metric for success because the AI mode often resolves the query right away. Instead of chasing clicks, the focus must shift toward measuring visibility and influence inside the AI panel itself.
Visibility vs. Traffic: The New Currency
Agencies and brands are facing a confusing paradox where impressions are climbing while clicks are dropping. This divergence suggests that users are seeing the brand but choosing to consume the content via the AI summary.
Deepak points out that while clicks and CTRs are losing relevance, impressions are going up. He argues that you cannot just measure CTR as a standalone metric anymore; the conversation must move toward brand visibility and “share of voice” within the Large Language Model (LLM) responses.
Commercial vs. Informational Intent
Not all keywords are affected equally by this shift. There is a distinct split between how AI handles informational queries versus commercial intent.
For commercial keywords, traditional rankings still hold immense value. Deepak observed that for commercial intent phrases, ranking higher still directly correlates with an increase in sales and revenue. However, for informational content, users are increasingly relying on tools like Perplexity or ChatGPT to aggregate research rather than clicking through to a blog post.
The Role of Reddit and YouTube
If top-of-funnel traffic is vanishing into AI answers, where should brands focus their content efforts? The answer lies in the platforms that “feed” the LLMs.
Parth highlights that even if website traffic drops, there is massive potential in platforms like Reddit and YouTube, which are frequently cited by AI models.
In a recent experiment, Parth found that a blog post generating minimal traffic gained 150,000 impressions when repurposed as a discussion on Reddit, proving that platform diversification is key to AI visibility.
Preparing for Agentic Search
The future of search may not involve humans typing queries at all. We are moving toward “agentic search,” where AI agents perform complex research tasks on behalf of the user.
Suganthan argues that agentic search is the future, where tools like Google Opal or Menus will execute multi-step research.
In this scenario, brands must ensure their content is structured to be retrieved and understood by these autonomous agents rather than just human readers.
The Exit-Ready Landing Page
When a user finally does click through from an AI overview, their intent is vastly different from a traditional searcher. They have likely already consumed the informational context and are now in a “consideration” or “buy” phase.
Parth describes this concept as the “exit-ready landing page”. These pages must function like PPC landing pages, converting instantly because the AI has already done the pre-selling and informational heavy lifting.
Solving the Attribution Gap
Ultimately, the traffic lost to AI might be less valuable than we think.
Suganthan emphasizes that losing 30% of top-funnel traffic is irrelevant if your attribution setup confirms that revenue remains stable.
The challenge for SEOs in 2026 would be to fix their attribution models to prove that while clicks may be down, the business impact of organic search remains strong.
Your thoughts?
Catch the recap of Ep. 120 here