Key Takeaways

  • AI search traffic is at risk. A big forecast says traffic may drop 25% by 2026.
  • “Zero-click searches” are rising. People get answers without visiting your site.
  • Email marketing is owned. You control the list, not an algorithm.
  • You still need SEO. But your goal shifts from “clicks” to “trust + return visits.”
  • Start simple. A welcome series + one good newsletter can change results fast.

Search used to feel safe. Rank high. Get clicks. Grow.

But now AI answers sit on top of search. And many people stop there.
So the click never comes.

Here’s the good news. You can build a backup plan.
And it’s not new. It’s email.

What the “25% drop” warning really means

You may see people talk about an AI search traffic drop of 25% by 2026.

That number is not about your brand only.
It is about how people search in general.

So what changes for you?

  • Fewer clicks from Google
  • More answers shown on the results page
  • More users asking AI chatbots (like ChatGPT) instead of “10 blue links”

This is why marketers are shifting from “renting attention” to owned audience growth.

Why clicks are shrinking right now

Here’s the thing. Search is not “dead.”
But the click behavior is changing.

A big reason is zero-click searches.

That means:

  • A person searches
  • They get the answer on the search page
  • They leave without visiting any site

This happens more when:

  • AI Overviews or rich answers appear
  • Maps and YouTube keep the user inside Google
  • The query is simple (like “price,” “how tall,” “best time”)

So, even if you rank, you may still lose visits.

Why email marketing is winning again

Email looks boring. But boring can be strong.

Email marketing works because:

  • You own the channel. Your list is your asset.
  • You get first-party data. You learn what people click and buy.
  • You can bring people back. One send can create repeat traffic.

Also, email ROI is still high for many teams.
Not magic. Just math.

But it only works if you respect the inbox.
No spam tricks. No bought lists.

SEO is still needed, but the goal changes

Do not quit SEO. That’s a costly mistake.

What changes is what you optimize for.

In an AI-first world, you want:

  • Clear answers (short, direct, easy to quote)
  • Strong entity signals (brand, people, products, topics)
  • Helpful formatting (FAQs, steps, definitions)
  • Trust signals (real author, real experience, real proof)

This is where ideas like answer engine optimization and generative engine optimization show up.

Simple way to think about it:

  • Old SEO: “Get the click.”
  • New SEO: “Get remembered and repeated.”

A simple 30-day plan to shift toward owned traffic

You do not need a huge rebuild. Start with small steps.

Week 1: Build one clean signup path

Pick one place and make it strong:

  • Homepage top section
  • Blog end-of-post box
  • Checkout opt-in
  • Webinar or free tool signup

Offer one clear reason to join:

  • “Weekly tips”
  • “Price alerts”
  • “New drops”
  • “One lesson each Friday”

Week 2: Write a 3-email welcome series

This is your best email automation.

Keep it simple:

  1. Email 1: What you send + what problem you solve
  2. Email 2: Your best helpful link (one link only)
  3. Email 3: A story + a clear next step (buy, book, reply)

Week 3: Segment your list (just a little)

Segmentation sounds big. It can be tiny.

Start with:

  • New subscribers (0–30 days)
  • Clickers (people who click)
  • Customers (people who bought)

Now your emails feel personal without being creepy.

This is also where marketing automation helps.

Week 4: Publish one real newsletter each week

One good newsletter beats five weak ones.

Use a repeat shape:

  • One helpful tip
  • One short story
  • One offer (soft, not pushy)

That’s it.

The deliverability rules you can’t ignore

If email becomes your safety net, you must protect it.

Today, inbox providers are stricter.

You should treat these as must-do basics:

  • SPF, DKIM, and DMARC
  • Easy unsubscribe (one-click is best)
  • Low spam complaints (high complaints can block you)

If you skip this, even great content can land in spam.

What does not work anymore

Some moves will hurt you fast:

  • Buying email lists
  • Sending giant “same message” blasts
  • Chasing open rate only
  • Thin AI content that adds no new help
  • No list hygiene (dead addresses, unengaged users)

If your emails feel like noise, people will mark spam.
Then your whole program suffers.

Benefits of the email-first shift

When you do this well, you get:

  • Stable traffic you can trigger on demand
  • Better conversion rates from warm readers
  • Lower risk when search changes again
  • A brand people recognize (even inside AI answers)

So yes, AI is changing search.
But you can still grow. Just change the mix.

Did You Know?

In March 2025, 27.2% of U.S. Google searches ended with no click, up from 24.4% in March 2024. That’s a lot of “answers with no visits.”

Conclusion
AI search is pushing clicks down. That’s real.

So build what you can control.
Grow your email list. Send helpful messages. Keep SEO sharp.

Traffic may shift.
But trust can stay.

FAQs

Will Google search really drop 25% by 2026?

It is a forecast, not a promise. But it is a strong warning sign. Plan like traffic may fall, even if it falls less.

What are zero-click searches?

A zero-click search ends without a website visit. The user gets the answer on the search page.

Is email better than social media for long-term growth?

Often, yes. Social reach can change overnight. Email is more stable because you own the list.

What is answer engine optimization?

It means writing content that AI systems can use as a clean, correct answer. Short definitions, steps, and strong facts help.

How often should I email my list?

Start with once a week. Stay consistent. Increase only if your content stays useful.

How do I keep emails out of spam?

Use authentication (SPF, DKIM, DMARC), make unsubscribing easy, send to people who asked for it, and remove unengaged contacts.

References