Don’t Forget Traditional SEO: It Still Drives the Majority of Search Traffic

In an era where AI is rapidly reshaping the digital landscape, it’s easy to assume that traditional search engine optimisation (SEO) is yesterday’s news. Buzzwords like GEO (Generative Engine Optimisation) are becoming more common as marketers seek to optimise for AI-driven platforms like ChatGPT, Google’s AI Overviews, and other emerging search models.

However, despite the noise, traditional SEO remains the primary driver of new traffic for most businesses — particularly those targeting customers through search engines like Google and Bing. For UK businesses, the message is clear: don’t abandon your SEO foundations.

AI Is Growing, But Traditional Search Still Dominates

There’s no denying the growing influence of AI in the search landscape. Google’s AI Overviews (formerly known as SGE) have already begun rolling out globally, and by March 2025, they appeared in 13.14% of all desktop search queries — double what it was just two months earlier (source).

However, these AI summaries are overwhelmingly shown for informational searches. In fact, a staggering 88.1% of queries that trigger AI Overviews are non-commercial in nature — meaning they’re not the kind of searches where people are looking to buy, book, or make decisions (source). So while AI may be changing how people ask questions, it’s not yet how they shop or hire.

For businesses trying to reach users with intent — those ready to buy a product or hire a service — traditional search results are still where the action is. Google and Bing continue to serve standard organic listings, local map packs, and ads for commercially relevant searches.

Clicks Are Down — But Not Where It Matters Most

There’s growing concern in the SEO world about declining click-through rates (CTR), especially where AI Overviews dominate the top of the results page. The data backs this up: studies show that when AI Overviews are present, the CTR for the #1 organic result drops by up to 34.5% (source). Another report from GrowthSRC found a 32% decrease in clicks for top-ranking pages in AI-affected SERPs (source).

But again, it’s important to remember that these AI features mostly appear on informational queries — not high-intent commercial searches. When someone searches for “SEO agency near me”, “best estate agents in Leicester”, or “emergency plumber in Northampton”, AI Overviews are far less likely to appear. These are the moments that matter most for businesses — and they’re still largely dominated by traditional SEO.

What’s Meant by “Traditional SEO”?

When we talk about traditional SEO, we’re referring to the foundational elements that have long helped websites rank on Google and Bing:

• Keyword research based on user intent
• On-page SEO, such as title tags, meta descriptions, and header tags
• High-quality, original content targeted at specific search terms
• Internal linking and site architecture
• Backlink acquisition from reputable sites
• Technical SEO, including site speed, mobile-friendliness, and crawlability

These factors continue to shape how your pages rank — and, importantly, how often they’re clicked on in organic search results.

AI Overviews Are Replacing Info Queries — Not Buyer Searches

Google’s AI Overviews are most often shown for informational searches like:

• “How to install a garden fence”
• “Why is my boiler leaking?”
• “Best time of year to prune a cherry tree”

These are important top-of-funnel queries that can still introduce people to your brand — but they don’t usually lead directly to a sale.

If, however, someone searches for “garden fence installers near me” or “boiler repair Peterborough”, Google still favours traditional local and organic listings. Why? Because AI isn’t quite ready to replace trust signals like user reviews, local relevance, or detailed product information — all of which are key in purchase decisions.

GEO: Hype or Long-Term Trend?

Generative Engine Optimisation (GEO) is gaining traction among marketers hoping to be featured in AI-generated responses on platforms like ChatGPT, Perplexity, or Google’s AI snippets. While this is an area worth exploring for content creators and publishers, the average small business isn’t seeing traffic from these platforms yet.

According to a recent Lifewire report, only 3% of total website traffic comes from chatbot platforms, compared to traditional search engines, which still account for 34 times more traffic. That statistic speaks volumes: classic SEO is still doing the heavy lifting.

News Sites Show What’s at Stake

AI Overviews are already taking a toll on major media outlets. According to New York Post, publishers like Forbes and HuffPost have seen traffic plummet by up to 40% since Google’s AI rollout. In some cases, organic traffic dropped from 2.3 billion to under 1.7 billion, and zero-click searches surged from 56% to 69%.

While these trends may sound worrying, they primarily affect top-of-funnel, information-heavy content — not the transactional searches that businesses rely on to drive conversions.

Local SEO: A Powerful Traditional Tactic Still Thriving

For UK SMEs, especially those operating in defined regions, local SEO continues to deliver some of the best ROI in digital marketing. Optimising your Google Business Profile, earning local backlinks, and building location-specific landing pages can dramatically improve your visibility in search results for queries with geographic intent.

Working with an experienced SEO Market Harborough agency or SEO Leicester is one of the best ways to ensure you’re getting this right. They’ll understand how to tailor strategies for specific towns, cities, and counties — crucial if you’re competing in a defined service area.

Local SEO: A Tried-and-True Tactic That Still Works

For UK-based businesses, particularly those operating in a defined geographic area, local SEO remains incredibly powerful. Optimising your Google Business Profile, earning location-specific backlinks, and publishing content tailored to local search intent still drives targeted traffic that converts.

Partnering with a reputable SEO Market Harborough provider, for instance, can help local businesses rise to the top of search results when potential customers are actively looking for services in their area. While AI tools might be generating summaries, they haven’t yet replaced the trust consumers place in seeing verified reviews, business hours, maps, and direct links to a local provider’s website.

What Should Businesses Do Now?

It’s tempting to chase shiny new trends — but SEO isn’t one of those fads you can afford to abandon. Instead, consider this approach:

• Stay focused on commercial-intent queries: These still rely heavily on traditional search results.
• Optimise your site structure, content, and speed: The fundamentals haven’t changed.
• Continue building high-quality backlinks: Authority still matters.
• Invest in local SEO: Especially important for SMEs serving geographic areas.
• Experiment cautiously with AI/GEO: But don’t redirect your entire strategy.

Final Thoughts

The SEO landscape may be evolving, but the fundamentals haven’t been overturned. AI tools like Google’s Overviews are shifting how users interact with information, not how they make purchase decisions. For most businesses, Google and Bing remain the dominant drivers of online leads — and traditional SEO is still the key to unlocking that traffic.

Keep an eye on new trends, but don’t be too quick to pivot. A solid, classic SEO strategy is still your best bet for long-term growth in 2025 and beyond.

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