Husam Jandal
Despite assertions that artificial intelligence (AI) is rendering search engine optimization (SEO) outdated, the practice continues to be indispensable, according to a digital marketing expert.
SEO and AI visibility influence buyers beyond the website visits recorded in analytics.”— Husam JandalTORONTO, ONTARIO, CANADA, August 31, 2026 /EINPresswire.com/ — Husam Jandal, a globally recognized business and digital marketing consultant, states that search engine optimization (SEO) for business growth stays a critical practice even as user behavior shifts due to artificial intelligence (AI) adoption. Further details appear in “SEO for Business Growth: What Every Executive Needs to Know,” now available on HusamJandal.com.
WEBSITE TRAFFIC DECLINES AS MORE SEARCHES CONCLUDE WITHOUT ANY CLICK
Companies are experiencing a drop in organic website traffic because Google, other search engines, and AI platforms such as ChatGPT and Gemini supply answers directly, removing the need for users to visit the original source.
> Zero-Click Searches: Currently, 68 percent of Google searches end without a click.
> Reduced Traffic Share: Over the past year, Google’s traffic share to more than 75,000 websites dropped by approximately 22 percent.
> Minimal AI Referrals: AI tools send less than one percent of their traffic to external sites, offering businesses little referral traffic to compensate for organic search losses.
“AI-generated answers and zero-click experiences are satisfying more searches before users reach a company’s website, while AI platforms return very little referral traffic, which can give the false impression that the value of SEO is dropping,” Jandal explains.
SEO FOR BUSINESS GROWTH STILL HOLDS VALUE
In spite of falling organic traffic, current buyer behavior indicates that search engines and corporate websites remain central to how businesses are researched and assessed.
> Continued Search Use: 75 percent of B2B buyers still rely on Google or another search engine when researching vendors.
> Website Validation: After receiving an AI recommendation, 71 percent go to the company's website, and 63 percent look up the company online.
> Connected Research Channels: 41 percent start with AI and then confirm through search, 35 percent begin with search and employ AI for comparison or synthesis, and 20 percent alternate between both throughout the process.
> Support for AI Visibility: Many tactics that aid SEO—such as producing accessible content, improving a website's technical elements, and establishing authority—also help search-based AI systems find, evaluate, and reference company information.
“SEO and AI visibility influence buyers beyond the website visits recorded in analytics,” Jandal adds. “Tracking citations, brand mentions, branded searches, and assisted conversions gives businesses a fuller view of that influence.”
Those interested in using SEO for growth or building a comprehensive digital marketing strategy are invited to learn more at HusamJandal.com.
ABOUT HUSAM JANDAL
Husam Jandal is an internationally renowned business and marketing consultant, public speaker, and author. His background includes teaching Google Partners and educating at a collegiate level, receiving multiple Web Marketing Association Awards, and earning rave reviews from businesses of all sizes. For more information on his speaking or consultancy services, visit HusamJandal.com.
Husam Jandal
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