If your organic traffic has dropped in 2026, the cause is probably one of two things:
- Google's recent core updates
- AI Overviews reducing clicks to websites
The updates matter, but for most businesses, AI Overviews are having the bigger impact.
Google has rolled out multiple algorithm updates this year while simultaneously expanding AI-generated search results. The result is a search landscape that looks very different from the one many businesses built their SEO strategy around.
Here's what changed, what it means, and what I would focus on right now.
The Bigger Story: AI Overviews Are Changing Search
When most people see traffic decline, they immediately assume they've been hit by a Google update.
Sometimes that's true.
But in many cases, the bigger issue is that Google is now answering the question before the user clicks.
AI Overviews appear on almost half of Google searches and dominate many informational queries. For "how to", educational, and research-based searches, users often get their answer directly in Google's interface without ever visiting a website.
This has created a significant increase in zero-click searches.
I've noticed many businesses focusing on rankings while overlooking a more important question:
Are people still clicking?
You can hold rankings and still lose traffic if Google is answering the query before users reach your site.
That is why traffic, clicks, and conversions matter far more than rankings alone.
What Google Actually Changed in 2026
Google confirmed two major core updates during the first half of 2026.
The March update reinforced E-E-A-T (Experience, Expertise, Authoritativeness, and Trust), while the May update continued Google's push towards rewarding genuinely helpful content.
Alongside these came a spam update and changes to Google Discover.
The common theme across every update has been clear:
Google is getting better at identifying content that exists primarily to rank rather than to help.
The days of publishing large volumes of thin content and expecting consistent results are fading quickly.
What Google Is Rewarding
Topical authority
Websites that focus deeply on a specific subject are performing better than websites covering dozens of unrelated topics.
For example, a website with 100 high-quality articles about digital marketing is likely to outperform a website with articles about marketing, travel, fitness, recipes, and personal finance all mixed together.
Depth creates authority.
Genuine expertise
Google continues to reward content that demonstrates real experience and practical knowledge.
The question is no longer:
"Does this page answer the keyword?"
The question is:
"Would a real expert write this?"
Strong user experience
Technical SEO still matters.
Slow websites, poor mobile experiences, crawl issues, and confusing site structures are increasingly being exposed by algorithm updates.
Good content cannot always overcome poor fundamentals.
Local relevance
Google is placing greater emphasis on content that reflects local context.
For New Zealand businesses, this is an opportunity.
Generic advice written for a global audience often struggles to compete against content that speaks directly to NZ customers, regulations, pricing, and market conditions.
What Google Is Penalising
The biggest losers I've seen across recent updates share similar characteristics:
- Thin content
- Mass-produced AI articles with little value
- Weak expertise signals
- Poor site structure
- Technical SEO issues
- Broad websites with no clear focus
The problem is not AI-generated content itself.
The problem is content that adds nothing new.
If your article could be copied onto 100 other websites without changing a word, Google has little reason to prioritise it.
Why Traditional SEO Is No Longer Enough
For years, the goal was simple:
Rank #1 in Google.
That goal still matters.
But it is no longer enough.
Today there are two separate competitions:
- Ranking in Google's traditional search results
- Being cited within Google's AI-generated answers
The content that wins these two placements is often different.
I've started thinking about AI citations as the new position one.
If Google's AI answer repeatedly references your content, users begin recognising your brand even when they don't immediately click.
That visibility has value.
How To Improve Your Chances Of Being Cited In AI Overviews
I've found the following principles increasingly important:
Answer the question immediately
Don't spend three paragraphs building up to the answer.
Give the answer first.
Expand afterwards.
Use clear headings
Each section should answer a specific question.
Think about how a user would search for the topic and make your headings reflect those questions.
Keep paragraphs short
Large blocks of text are difficult for both humans and AI systems to process.
Shorter paragraphs improve readability and make key points easier to extract.
Build topical depth
Publishing one article about a subject is rarely enough.
Publishing twenty genuinely useful articles about a subject signals expertise.
This is where topical authority is built.
What This Means For Google Ads
The changes affect paid search as well.
Informational searches are increasingly being answered directly inside Google.
As a result, advertisers are competing harder for high-intent commercial searches.
For many businesses, this means:
- Higher competition on commercial keywords
- Less value from informational keywords
- Greater importance of conversion-focused campaigns
If you're running Google Ads, I would review search terms carefully and ensure the majority of spend is focused on users who are already close to making a decision.
Five Things I'd Do This Month
1. Check Google Search Console
Look for patterns.
Are informational queries losing clicks while branded searches remain stable?
If so, AI Overviews may be driving the decline.
2. Review your content topics
Ask yourself:
"Would a visitor immediately understand what this website specialises in?"
If not, your content may be too broad.
3. Update your best-performing articles
Focus on:
- Better structure
- Direct answers
- Stronger headings
- Updated information
Often improving existing content delivers better results than publishing more.
4. Fix technical issues
Check:
- Indexing
- Page speed
- Mobile usability
- Internal linking
These fundamentals matter more than many businesses realise.
5. Focus on expertise
Before publishing any article, ask:
"What insight am I providing that someone else can't easily copy?"
The stronger that answer is, the stronger your content usually becomes.
My Take
The biggest mistake businesses can make in 2026 is treating this as just another algorithm update.
Search is changing.
Google is becoming an answer engine as much as a search engine.
That means success is no longer just about ranking pages.
It's about building authority, creating genuinely useful content, and becoming a source that both people and AI systems trust enough to reference.
The businesses that adapt early will continue to earn visibility.
The businesses that rely on generic, interchangeable content will find it increasingly difficult to compete.
FAQ
What are Google's 2026 updates?
Google released multiple updates during the first half of 2026, including major core updates, spam updates, and Discover-related changes. The overall focus has been on rewarding expertise, trust, quality content, and strong user experiences.
Why has my website traffic dropped in 2026?
The most common causes are Google's algorithm updates and the growth of AI Overviews. Many websites are seeing fewer clicks on informational content because Google is answering questions directly within search results.
Do AI Overviews affect SEO?
Yes. AI Overviews can reduce click-through rates even when rankings remain stable. Businesses increasingly need to optimise both for traditional rankings and for AI-generated citations.
Does this affect Google Ads?
Yes. Informational searches are becoming less valuable in some industries, while commercial and transactional searches are becoming more competitive. Campaign structure and keyword selection are more important than ever.
How do I get cited in Google's AI Overviews?
Focus on direct answers, clear headings, strong topical authority, short paragraphs, and genuinely useful content. Google's AI systems tend to favour content that is easy to understand, easy to cite, and written by trusted sources.
Jayne Hamilton
Digital marketing strategist. Building at the intersection of AI, SEO, and real business growth.
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