Ahrefs Podcast Google Will Kill Your Traffic - Here's How You Adapt | Kevin Indig (Growth Memo)
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Aug 26, 2025 
Kevin Indig, a growth advisor who has helped major companies like Reddit and Shopify, discusses how AI is reshaping SEO and search behavior. He reveals a decline in time spent on searches due to the rise of zero-click searches, while emphasizing that SEO is not dead—it's evolving. Kevin highlights the importance of adapting content strategies for AI-driven environments and stresses the necessity of external validation for rankings. He also explores innovative methods for brands to maintain visibility in an increasingly AI-centric landscape.
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AI Overviews Inflate Impressions
- AI Overviews increase measured impressions because every cited URL counts as an impression when the overview loads.
- Kevin found that users often click "load more," so impressions can rise even as clicks fall.
Traffic Loss ≠ Revenue Loss
- Traffic drops don't uniformly translate to revenue drops across industries.
- Publishers and affiliates suffer more, while SaaS and e-commerce show mixed or flat revenue impact.
Optimize For AI Overview Citations
- Optimize content for freshness, relevance, and trust to increase citations in AI Overviews.
- Improve brand authority and ensure snippets communicate topical relevance clearly.