While Google continues to be the most popular search engine, the way it handles user queries has changed. The introduction of AI Mode and AI Overviews means more zero-click searches and increased competition for fewer visitors. No longer able to rely on Google to drive traffic, businesses will need to encourage visitors from other channels. In this post, we explore some of the proven ways to drive website traffic, beyond Google, in 2025.
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The limits of Google traffic
Google is no longer the major driver of organic traffic that it once was. With users finding answers directly in AI Mode, AI Overviews, snippets, knowledge panels and People Also Ask boxes, almost 60% of searches now end without a click. Even web pages featured in these answers can still see clickthrough rates decline sharply.
As Google ranking no longer guarantees high-volume traffic, businesses need to find sources beyond Google. Here we look at the alternatives.
Social media – a modern discovery engine
Overall, 79% of the UK population uses social media, with many using multiple platforms. Indeed, major platforms like Facebook, Instagram, LinkedIn and YouTube are all used by more than half the population.
Younger audiences are increasingly using social media to discover new brands and products and find answers to their queries. In the UK, 40% of pupils and students use TikTok for learning, while Instagram and YouTube have become leading platforms for product research, tutorials and entertainment.
To attract this huge audience, businesses should:
- Create engaging short-form video content tailored to each platform
- Use captions, subtitles and clear messaging to improve accessibility
- Leverage platform-specific search tools, such as TikTok keywords or YouTube tags
Unlike Google, where user intent is often transactional, discovery on social media helps build awareness and trust. If social media posts have links to your website, these can prove to be a powerful source of traffic.
AI-powered discovery tools
AI tools like ChatGPT, Perplexity, Google AI Mode and Claude have become a new way for people to find answers online. Recent research? shows that 80% of search users now rely on AI summaries for more than 40% of their searches. Importantly, these tools answer questions by pulling information from websites and cite the sources of that information so users can click through.
To improve the chances of being found and cited by these tools, you should:
- Structure your content with clear headings, FAQs and summaries
- Use schema markup and structured data to make context easier to interpret
- Focus on EEAT (experience, expertise, authoritativeness, trustworthiness), as AI tools prioritise credible and well-sourced material
While appearing in these AI responses doesn’t guarantee a click, it does increase your brand’s online visibility and trust and can lead to direct visits.
Improve AI visibility, read: Answer Engine Optimisation: How to Write Content for AI Assistants
Using your own channels
The fast-changing and fickle nature of online search means it can be highly beneficial to leverage the channels that you own and have control over. For instance, by building an email list, you can communicate directly with your subscribers regardless of what’s happening on Google.
Newsletters and email updates encourage repeat visits, promote your new products and content, and help drive conversions. To get the best results, you should:
- Offer valuable sign-up incentives, such as guides or discounts
- Segment your audiences so you can target your campaigns
- Track opening and clickthrough rates to help improve campaign performance
Email marketing is a highly effective way to bring people back to your website, and with an average UK ROI of £42 for every £1 spent, it’s also cost-effective.
Optimise your email campaigns. Read: How to Get Your Marketing Emails Read
Building branded search
Branded search is when an online query includes a brand’s name, product or related term. When Google sees these queries, it knows the searcher is looking explicitly for your brand. This means it is less likely to provide AI overviews and more likely to show links to your website or products – increasing the likelihood of clickthroughs.
To encourage users to include your brand in their queries, brand awareness and trust-building are essential. To achieve this, consider:
- Displaying clear contact information and policies on your website
- Use SSL certificates to have your site labelled as secure on browsers
- Display your reviews and ratings, testimonials or case studies
- Ensure your website loads quickly, is mobile-friendly and looks professional.
- Use a domain name and extension (e.g., .co.uk) that people trust.
Learn more about How Domain Extensions Affect Trust and Brand Perception
Outreach traffic
Another way to improve visibility and drive traffic is to take part in community discussions, such as in relevant forums or LinkedIn and Reddit groups. You can also post articles on related, reputable sites, like industry publications. These can promote your company’s expertise and build trust with your audience.
If these contributions contain links to your site, not only can they improve site authority and help you rank higher in Google; they can also drive referral traffic from highly interested visitors.
Hosting performance
With clicks declining, it is even more vital to keep your users engaged. Google reports that more than half of users abandon a site that takes more than 3 seconds to load. If your website is slow, unresponsive or insecure, you can lose visitors before they engage with your content.
It is vital, therefore, to consider hosting that features high-performance technologies like SSD or NVMe storage and high-frequency CPUs, as these ensure faster loading and increased responsiveness. Also, look for uptime guarantees of 99.9% or more, and a provider that protects your site with firewalls, intrusion and malware prevention and other security measures.
Key takeaways
- Don’t rely solely on Google: zero-click searches and AI Overviews limit traffic potential.
- Invest in social discovery: platforms like TikTok and YouTube drive awareness and clicks.
- Optimise for AI tools: structured content and EEAT help secure citations in AI assistants.
- Grow owned channels: email and newsletters encourage repeat traffic.
- Build brand trust: branded search and strong domain credibility deliver long-term visibility.
- Prioritise performance: fast, reliable and secure hosting ensures visitors stay engaged and confident once they arrive.
Conclusion
While Google continues to be a major source of traffic, the decline in clickthroughs is diminishing its importance. Today, businesses need to focus on other channels, including social media, AI tools and email, as well as through outreach. This will help you build a wider and more resilient network of traffic streams, which, together with fast, reliable and secure hosting, ensures you can continue to attract and engage more visitors.
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