HOW DO YOU GENERATE TARGETED WEBSITE TRAFFIC IN 2026?

Why Is Traditional Search Traffic Declining?

Traditional organic search traffic faces unprecedented pressure from two converging forces: the rise of AI-powered search and the expansion of zero-click results. According to Gartner's research, brands' organic search traffic will decrease by 50% or more by 2028 as consumers embrace generative AI-powered search. This isn't speculation—it's a fundamental shift in how people find information online.

SparkToro and Datos analysis from July 2024 reveals that 58.5% of US Google searches and 59.7% of EU searches now end without any click to an external website. For every 1,000 Google searches, only 360 clicks reach the open web. The remainder either find their answer directly in search results, click through to Google-owned properties like YouTube, or abandon their search entirely.

Google AI Overviews compound this challenge. Research from Seer Interactive shows a 61% drop in organic click-through rates for informational queries when AI Overviews appear. However, there's a crucial distinction: brands cited within AI Overviews experience 35% higher organic CTR compared to those excluded entirely. The visibility game is changing from ranking to being referenced.

For UK businesses, this demands a strategic response. At Whitehat SEO, we help organisations understand that effective traffic generation now requires optimising for both traditional search algorithms and the AI systems increasingly mediating how customers discover solutions.

What Are AEO and GEO, and Why Do They Matter?

Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) represent the evolution of search visibility for the AI era. AEO focuses on optimising content to appear in direct answer formats—featured snippets, knowledge panels, and AI-generated responses. GEO extends this by specifically targeting visibility within generative AI systems like ChatGPT, Claude, Perplexity, and Google's AI Overviews.

Research from Princeton University demonstrates that GEO strategies can boost visibility in generative engine responses by up to 40%. This isn't marginal improvement—it's the difference between being recommended by AI or being invisible to a rapidly growing segment of your potential customers.

The practical distinction matters: traditional SEO optimises for algorithms that rank pages. AEO and GEO optimise for AI systems that synthesise information and make recommendations. When a potential customer asks ChatGPT "What's the best HubSpot partner for B2B companies in London?", you want your organisation mentioned in that response—not just ranking for related keywords.

Understanding how to develop a content strategy that serves all three approaches is essential for sustainable traffic growth. The good news: many fundamentals overlap. Quality content, clear structure, and genuine expertise benefit both human readers and AI systems.

How Has B2B Buyer Behaviour Changed?

B2B purchasing has transformed dramatically, with AI adoption accelerating buyer self-sufficiency. According to Forrester's 2024 research, 89% of B2B buyers have adopted generative AI in at least one area of their purchasing process, with 95% anticipating increased AI usage for purchase decisions within the next 12 months.

The implications for traffic generation are significant. Research from 6sense reveals that 81% of B2B buyers have already selected their preferred vendor before engaging with any sales representative. This means your content must reach and influence prospects during their independent research phase—increasingly conducted through AI assistants.

Content consumption patterns reinforce this shift. B2B buyers engage with an average of 13 pieces of content before making purchase decisions, with 90% researching between 2-7 websites. Preferred formats include case studies (79%), webinars (66%), and video content (49%). For HubSpot implementation and marketing automation decisions, this self-directed research is particularly pronounced.

What Content Strategies Drive Traffic in 2025?

Effective content strategy for 2025 requires understanding what both search engines and AI systems value. Content marketing continues to deliver exceptional ROI—generating 3x more leads per pound spent than traditional advertising whilst costing 62% less. According to Content Marketing Institute research, 87% of B2B organisations achieved brand awareness goals through content marketing, with 58% reporting increased sales and revenue.

However, the approach must evolve. Here are the content strategies that drive targeted traffic in the current landscape:

1. Structure Content for AI Extraction

AI systems parse content differently than human readers. Structure your content with clear headings, direct answers to specific questions, and self-contained sections that make sense even when extracted individually. Princeton research shows that 78% of AI Overviews include lists—use bullet points and numbered lists strategically to increase citation likelihood.

2. Lead with Direct Answers

Begin each section with a direct, comprehensive answer to the question posed. AI systems prioritise content that immediately addresses user queries. This "answer-first" approach improves both featured snippet capture and AI citation rates whilst serving impatient human readers who want information quickly.

3. Include Original Data and Statistics

Research indicates that adding statistics improves AI visibility by 15-30%. Original research, proprietary data, and case study results give AI systems unique information to cite. At Whitehat, our work with B2B clients consistently shows that content featuring specific metrics outperforms generic guidance for both rankings and AI citations.

4. Build Topical Authority Through Content Clusters

Comprehensive coverage of a topic signals expertise to both search engines and AI. Develop pillar content supported by related articles that demonstrate deep knowledge. Our HubSpot SEO strategy guide exemplifies this approach—thorough treatment of a topic that earns citations and traffic.

5. Implement Comprehensive Schema Markup

Structured data helps both search engines and AI systems understand your content. FAQPage schema, Article schema with author information, and Organisation schema all improve how your content is interpreted and presented. This technical foundation supports both SEO and AEO objectives.

How Do You Optimise for AI Citation?

Being cited by AI systems requires understanding what they look for when synthesising information. Unlike traditional search rankings where position one captures the majority of clicks, AI systems typically cite only 2-7 domains per response. Being among those cited sources dramatically impacts visibility and traffic.

Key strategies for earning AI citations include:

• Build authority through third-party presence: Brand websites represent only approximately 10% of AI citations. The remaining 90% comes from third-party sources including review sites (G2, Capterra, Trustpilot), community platforms (Reddit, industry forums), and editorial coverage.
• Maintain comprehensive profiles: For B2B organisations, G2 and Capterra profiles significantly influence AI recommendations. ChatGPT cites G2 in 33% of B2B software-related responses. Keep profiles complete, current, and actively solicit recent reviews.
• Create citable statistics: AI systems prioritise content containing original data. Conduct research, publish findings, and present data in easily extractable formats.
• Earn coverage in authoritative publications: Guest posts, expert commentary, and case studies featured on respected industry sites increase the likelihood of AI citation.
• Participate authentically in communities: Reddit has become a significant source for AI systems. Genuine, helpful participation in relevant subreddits builds the kind of authentic presence AI systems value.

Barry Schwartz of Search Engine Roundtable summarises the shift: "In this future, what is said about your brand will matter as much as—or more than—where your brand ranks." This perspective should inform every traffic generation strategy.

What Role Does HubSpot Play in Traffic Generation?

HubSpot has established itself as the leading marketing automation platform, commanding 38% global market share with over 247,000 paying customers. For traffic generation, HubSpot provides the infrastructure to execute and measure modern content strategies whilst integrating AI capabilities that enhance efficiency and effectiveness.

HubSpot users report a 505% ROI over three years, with 75% noticing increased revenue generation. Critically for AI-era marketing, 64% of marketers now use AI and automation, with those leveraging these capabilities 95% more likely to report their strategies worked well.

As a HubSpot Diamond Partner, Whitehat helps organisations leverage the platform for traffic generation through content management, SEO tools, analytics, and marketing automation. The platform's built-in SEO recommendations, content strategy tools, and comprehensive analytics provide the foundation for data-driven traffic growth.

Understanding how HubSpot built its empire through SEO and content marketing offers valuable lessons for any business seeking to grow organic traffic. Their approach—combining technical excellence with genuine audience value—remains the template for sustainable traffic generation.

What Does the UK Market Look Like for Digital Marketing?

The UK digital marketing market reached £19.6 billion in 2024, projected to grow to £47.1 billion by 2033. UK advertising spend rose 12.2% in the first nine months of 2024, reaching £30.1 billion—demonstrating continued investment despite economic uncertainty. This growth creates both opportunity and competition for traffic generation.

Research from LOCALiQ across 500+ UK businesses reveals that 61.8% have an SEO strategy, whilst 74.5% use content marketing as part of their business strategy. However, only 52% report satisfaction with their SEO performance—indicating significant room for improvement and competitive advantage for those executing effectively.

For UK B2B organisations specifically, the opportunity is clear: sophisticated traffic generation strategies combining traditional SEO with emerging AEO and GEO tactics remain underutilised. Our analysis of competitive citations shows notable absence of UK-focused AI search optimisation content across major query categories.

UK businesses investing in comprehensive SEO services that address both traditional and AI-driven discovery channels position themselves to capture traffic as the market continues its transformation.

How Do You Measure Traffic Generation Success in 2025?

Traditional metrics remain important—organic traffic, keyword rankings, and conversion rates still matter. However, comprehensive measurement now requires tracking visibility across AI systems alongside traditional search performance.

Key metrics to track include:

• AI citation monitoring: Track how often your brand is mentioned in responses from ChatGPT, Perplexity, and Google AI Overviews for relevant queries.
• Branded search volume: AI recommendations drive branded searches. Growing branded search volume indicates successful awareness building through AI channels.
• Referral traffic from AI sources: Configure analytics to identify visitors arriving from AI platforms. These visitors often convert at higher rates due to pre-existing trust.
• Featured snippet capture: Track appearance in answer boxes and AI Overviews for target queries.
• Third-party mention growth: Monitor review platforms, community discussions, and editorial coverage where your brand appears.

The relationship between content investment and traffic outcomes remains strong. SEO leads maintain a 14.6% close rate compared to 1.7% for outbound leads. Content marketing continues delivering 3x more leads per pound spent than traditional advertising. These fundamentals support continued investment whilst adding new AI-focused metrics.

Understanding how to conduct a comprehensive SEO audit provides the foundation for identifying opportunities and measuring improvement across both traditional and emerging channels.

Frequently Asked Questions

Taking Action: Your Next Steps

Traffic generation in 2025 requires balancing proven SEO fundamentals with preparation for AI-driven discovery. The businesses that thrive will be those that adapt their content strategies, build authority across platforms, and measure success through both traditional and emerging metrics.

Start by auditing your current content for AEO readiness—is it structured for extraction? Does it answer questions directly? Are you building third-party presence that AI systems can cite? These foundations determine whether you capture or lose traffic as the search landscape transforms.

As a HubSpot Diamond Partner, Whitehat SEO helps UK businesses navigate this transition with evidence-based strategies that deliver measurable results. Whether you need comprehensive SEO services, HubSpot implementation support, or strategic guidance on AI search optimisation, our team brings the expertise to grow your targeted traffic sustainably.

References

1. Gartner (2024). Gartner Predicts Search Engine Volume Will Drop 25 Percent by 2026
2. SparkToro (2024). 2024 Zero-Click Search Study
3. Content Marketing Institute (2024). B2B Content Marketing Report
4. HubSpot (2024). State of Marketing Report
5. Forrester (2024). B2B Buyer Behaviour and AI Adoption Research
6. 6sense (2024). The B2B Buyer Experience Report
7. Seer Interactive (2025). AI Overviews CTR Impact Study