There’s less traffic and more visibility… who’s the winner?

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SEO is undergoing one of the most profound transformations since the creation of Google. Ranking at the top no longer guarantees visits, and visibility does not always translate into traffic. In 2026, the landscape is clear, yet uncomfortable for brands and publishers: there will be fewer clicks, more exposure, and new questions about who truly benefits from this shift.

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A recent Ahrefs report, one of the most powerful SEO-specialized tools on the market, provides data to understand where organic search is heading in an environment dominated by artificial intelligence and Google’s AI Overviews.

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The Breaking Point: The Arrival of AI Overviews

AI Overviews are AI-generated summaries that Google displays directly at the top of search results. Their goal is to resolve user intent immediately, without the need to visit an external site.

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According to the Ahrefs report, this functionality is redefining Google’s role: from intermediary to direct information provider, completely transforming the dynamics of organic traffic.

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Less Traffic, Even for Top Rankings

One of the most relevant findings of the Ahrefs report is that when an AI Overview appears, the click-through rate (CTR) of the number one organic result can drop by as much as 58%. This means that even the best-ranked sites now receive less than half the traffic they previously obtained from informational searches.

This behavior is expected to solidify in 2026, especially for queries where artificial intelligence can provide clear and comprehensive answers.

More Visibility… But Inside Google

Although traffic decreases, visibility does not disappear. The Ahrefs report shows that much content continues to be used as a source to power AI Overviews, keeping brands and media outlets present in the search experience, even without a click.

This shift creates a paradox: content is seen, read, and used, but it does not always generate visits. Visibility becomes concentrated within Google’s ecosystem.

Who Wins with SEO in 2026?

The scenario described by Ahrefs suggests that the main beneficiaries are:

• ⇒ Google, which keeps users on its platform longer
• ⇒ Users, who get faster answers
• ⇒ Highly recognized brands, which do not rely exclusively on clicks

In contrast, news media and websites that depend on organic traffic for monetization face an increasingly adverse environment.

Informational Searches, the Most Vulnerable

The Ahrefs report confirms that informational searches are the ones losing the most clicks with the arrival of AI. Definitions, explanations, and general context are absorbed by AI Overviews, reducing the need to dive deeper into the original source.

This has direct implications for digital journalism and educational content, which historically relied on these types of queries for growth.

New Metrics for a New SEO

In light of this scenario, Ahrefs warns that CTR can no longer be the central SEO metric. Instead, indicators such as the following are gaining relevance:

• ⇒ Topical authority
• ⇒ Presence as a trusted AI source
• Brand visibility
• ⇒ Recognition beyond Google

Success is no longer measured solely in visits, but in influence and informational relevance.

Is SEO Without Clicks Still SEO?

A key question heading into 2026 is whether SEO can still be considered successful when it does not generate traffic. The Ahrefs report suggests that organic ranking is evolving toward a hybrid model, where content influences even if it does not always convert into visits.

This forces media outlets and brands to rethink objectives, strategies, and business models.

For digital media, the scenario described by Ahrefs represents a structural challenge: producing content that not only feeds AI systems but also offers differentiated value that motivates users to click, dive deeper, or follow the brand across other channels.

Diversifying audiences, strengthening owned communities, and reducing dependence on Google are emerging as increasingly necessary strategies.

 

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