Husam Jandal
Even as some argue that artificial intelligence (AI) renders search engine optimization (SEO) unnecessary, a digital marketing expert asserts it continues to be crucial.
SEO and AI visibility influence buyers beyond the website visits recorded in analytics.”— Husam JandalTORONTO, ONTARIO, CANADA, August 31, 2026 /EINPresswire.com/ — According to Husam Jandal, a globally recognized business and digital marketing consultant, search engine optimization for driving business growth remains a critical practice in spite of recent changes in user behavior linked to the adoption of artificial intelligence. Further details are available in “SEO for Business Growth: What Every Executive Needs to Know,” which is now published on HusamJandal.com.
SITE TRAFFIC DECLINES AS MORE SEARCHES CONCLUDE WITHOUT A CLICK
Companies are seeing reduced organic website traffic as Google, other search engines, and AI platforms like ChatGPT and Gemini deliver answers without forcing users to visit the original content source.
> Zero-Click Searches: 68 percent of Google queries now finish with no click.
> Diminished Traffic Portion: Google’s contribution to traffic for more than 75,000 websites dropped by about 22 percent in the last year.
> Minimal AI Referrals: AI tools direct less than one percent of their visitors to external sites, giving businesses almost no referral traffic to compensate for organic search declines.
“AI-generated responses and zero-click experiences are satisfying more searches before users ever land on a company’s site, while AI platforms send back very little referral traffic, which can create a mistaken belief that SEO’s worth is decreasing,” Jandal explains.
SEO FOR BUSINESS GROWTH STILL OFFERS VALUE
Even with lower organic traffic, present-day buyer behavior indicates that search engines and corporate websites continue to play a central role in how businesses are researched and assessed.
> Ongoing Search Usage: 75 percent of B2B buyers still rely on Google or another search engine when researching vendors.
> Website Verification: After getting an AI recommendation, 71 percent visit the company’s site and 63 percent look up the business through search.
> Connected Research Pathways: 41 percent start with AI then validate through search, 35 percent begin with search and then use AI for comparison or summary, and 20 percent switch between both throughout the process.
> Boosting AI Visibility: Many tactics that support SEO — such as crafting accessible content, improving a site’s technical elements, and building authority — also help search-based AI systems find, assess, and cite 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 leveraging SEO for growth or creating an all-encompassing digital marketing plan are encouraged to learn more at HusamJandal.com.
ABOUT HUSAM JANDAL
Husam Jandal is a worldwide renowned business and marketing consultant, public speaker, and author. His background includes instructing Google Partners and teaching at a university level, earning several Web Marketing Association Awards, and receiving outstanding reviews from organizations of every size. For additional information about his speaking engagements or consulting services, visit HusamJandal.com.
Husam Jandal
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