- Video
Stop focusing on AI search on your website, focus on this
Building content for AI overviews right now is like retiling the bathroom while the kitchen is on fire.
▶Play the video: Stop focusing on AI search on your website, focus on thisFor the average business website, AI tools are a rounding error in the analytics. On most of the sites I checked, around 70 of them, AI accounted for about 0.1–0.5% of sessions. The highest was 2.42%. The lowest was 0.02%. I saw no evidence of a universal “AI killed half my traffic” story.
So it’s not worth rebuilding your website around. If an AI search expert comes knocking offering to help, send them on their way.
You’ve probably got bigger problems anyway. Copy that doesn’t say what the business does. No clear call to action on the key pages. Pages that take four seconds to load on mobile.
If your website is the core of your funnel, what matters is people visiting your product and service pages, reading them, and then doing something. Chasing AI overviews in 2026 is retiling the bathroom while the kitchen is on fire. Irrelevant, and a bit dangerous. More on that in is GEO worth paying for?
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Read the full transcript
Right now, for the average business website, AI tools are a rounding error at best in somebody's analytics and they're just not worth rebuilding your entire website around. And if some AI search w comes and knocking on your door asking if they can help, you want to tell them to go forth and fornicate. You've probably got bigger problems anyway, like your copy not actually seeing what your business does and no clear call to action on any of the key pages and pages that are taking 4 seconds to load on mobile. Anyway, if your website is at the core of your funnel right now, GEO or AI search is just not a priority or it shouldn't be a priority for you. What you really need to focus on is getting people visiting products and services pages, reading information, and then performing some kind of action.
Focusing on building content for AI overviews in 2026 is a bit like, I don't know, retiling the bathroom while the kitchen is on fire. It is totally irrelevant and perhaps a little bit dangerous.