How to Grow When Your Organic Traffic is Declining

Key Concepts

• Shifting SEO Focus: Traditional SEO metrics (rankings, traffic) are becoming less reliable indicators of business success. The focus must shift to quality traffic, conversion rates, revenue per visitor, and brand search volume.
• AI’s Impact: AI-powered search (Google AI Overviews) and Large Language Models (LLMs) are fundamentally changing the search landscape, reducing clicks to websites but increasing the value of high-intent traffic.
• Digital PR as New Link Building: Digital PR (DPR) is now the primary method for acquiring links, citations, and brand mentions, though it’s a competitive process.
• Conversion Rate Optimization (CRO) is Critical: Improving CRO is paramount for driving growth when organic traffic declines.
• Paid Media Remains Essential: Paid media, particularly when optimized with AI-powered features, remains a vital growth driver.

Declining Organic Traffic & The New SEO Landscape

NP Digital has observed a consistent trend of double-digit annual declines in organic traffic across both B2B and B2C clients for over two years. However, this decline doesn’t necessarily equate to business decline; in many cases, conversions are stable or even increasing. This is due to a shift in user search behavior. Users are increasingly turning to platforms like ChatGPT, Perplexity, and Google’s AI Overview for initial research, resulting in fewer clicks to traditional search results. When users do visit websites, their intent is stronger, leading to higher conversion rates. This necessitates a redefinition of SEO metrics, moving away from solely focusing on rankings and traffic.

Strategies for Growth in an AI-Driven World

The team advocates for a four-phase 30-day implementation plan: Audit (Week 1 – analyze performance, AI visibility, conversion rates), Quick Wins (Week 2 – implement CRO improvements, set up retargeting), Scale (Week 3 – test AI-powered ad features like Google AI Max and Performance Max, TikTok Shop, optimize for AI citations), and Measure & Iterate (Ongoing – track key metrics like revenue and influence).

Conversion Rate Optimization (CRO) is a central pillar of this strategy. Prioritizing value copy – clearly and concisely communicating a website’s value proposition – is considered the most effective tactic. Social proof is also valuable, but should be integrated within the page flow rather than linking to separate testimonial pages. A/B testing should be conducted until statistical significance (typically 90%) is reached, and for low-traffic sites, testing can focus on “upfunnel” metrics like click-through rates.

Paid Media remains crucial, with recommendations to utilize AI-powered features like Google AI Max and Meta Advantage Plus Shopping. For Performance Max (PMAX) campaigns, a minimum of three conversions per day is recommended to allow the algorithm to learn effectively, with a suggested starting budget of three times the cost per conversion on existing Search campaigns.

Digital PR, Link Building & Platform Shifts

Digital PR (DPR) is now considered “the new link building,” though it’s a challenging and competitive process. Focus should be on genuine outreach to secure positive mentions, links, and citations, avoiding paid mentions which are detrimental long-term.

The discussion also addressed the growing trend of in-platform commerce (e.g., Facebook Shops, Instagram Checkout) and its potential impact on website traffic. While acknowledging the influence of AI overviews and LLMs, the speakers suggest that social platforms’ efforts to keep users within their ecosystems are also contributing to the decline in website visits. However, websites remain important, particularly for higher-consideration purchases.

Platform-Specific Strategies & Considerations

For businesses offering educational videos, lead form ads on Meta platforms can facilitate direct bookings without requiring website visits. LinkedIn advertising is a strong option for B2B marketing due to its precise targeting capabilities, but cost per click (CPC) has increased significantly in recent years. YouTube and X (formerly Twitter) were also identified as effective B2B platforms, with X being relatively affordable.

Data Highlights

• HubSpot: Experienced a 70-80% decline in organic traffic, yet revenue increased.
• Refi Jet: Achieved a 178% increase in funded loans from organic discovery through entity-based SEO.
• ZAG: Saw a 28% lift in revenue with improved efficiency through paid search strategies.
• Levi’s: Increased revenue by 1.8x year-over-year using Meta Advantage Plus Shopping without increasing ad spend.
• Social Commerce: Projected to surpass $100 billion in 2026.
• TikTok Shop: Conversion rates can reach 20% during live shopping events.
• Retargeting: Offers a 4.5-5x higher Return on Ad Spend (Rorowas) compared to prospecting.
• CRO: A 1% conversion rate lift can result in a 50% increase in conversions.
• AI-Assisted Chat: Can lift conversions by almost 30%.

Conclusion

The traditional SEO model is broken. Success in the current landscape requires a fundamental shift in focus – from chasing traffic to attracting quality traffic and maximizing conversion rates. Embracing AI-powered tools for both paid and organic strategies, prioritizing Digital PR, and relentlessly optimizing the user experience are essential for continued growth in an era defined by AI-driven search and evolving user behavior. While organic traffic decline is common, it doesn’t have to signal business decline; adaptation and a data-driven approach are key.