August 12, 2025
Google says AI isn’t killing website traffic. But the numbers — and what real estate investors are experiencing — tell a different story.
With the rise of AI Overviews, zero-click searches, and chatbot-style answers, traffic from Google Search is changing fast. And while Google insists that “click quality” has increased and “billions of clicks” still happen, many websites, especially in the real estate space, are seeing declines in visibility and lead flow.
If you rely on search engine visibility to attract motivated sellers, private lenders, or distressed property leads, now is the time to pay attention.
On August 6, 2025, Google’s Head of Search, Liz Reid, released a blog post responding to claims that AI features were killing publisher traffic. She denied any dramatic loss in organic clicks, saying that click volumes have remained “relatively stable” and that AI Overviews are offering more links than before.
But studies paint a different picture.
According to Similarweb, the percentage of zero-click news searches jumped from 56% to 69% since Google rolled out AI Overviews in May 2024. That means nearly 7 out of 10 users are getting answers without visiting a website.
For real estate investors, this shift could be more damaging than it appears. AI-generated responses can pull from multiple sources, bypassing your carefully written content and giving users everything they need — without ever landing on your site.
Traditionally, real estate SEO was about capturing long-tail searches like:
These queries used to drive meaningful traffic — and conversions — for local investor websites. But now, users are getting those answers directly from AI summaries, Reddit threads, or YouTube snippets embedded at the top of search results.
Google even admits that users are shifting to platforms that offer “authentic voices,” such as forums, videos, and podcasts. This change affects the way your prospects discover — and trust — your brand.
So, is traditional SEO still worth it? Yes — but not the way we knew it.
In 2025, SEO for real estate investors is no longer just about ranking on page one. It’s about earning trust, authority, and visibility in AI-powered ecosystems.
That means:
The good news? AI Overviews don’t invent answers — they summarize what’s already out there. If your site becomes the “source of truth” for key real estate topics, you’ll stay ahead.
Another significant shift is happening quietly: clicks are no longer the only currency.
Google now emphasizes “click quality” — where users stay longer and engage deeper. That’s good news for investors who focus on intent-driven, helpful content over keyword stuffing.
And outside of search? Your leads may now start their research on:
Investors who show up across these channels — not just on Google — will own visibility where it matters.
The rise of AI in search isn’t killing traffic. It’s redistributing it.
Some real estate websites are seeing fewer clicks — but others are gaining visibility because they have evolved. SEO to real estate investors is no longer about chasing rankings. It’s about building a recognizable, referenced, and respected digital presence that AI engines can’t ignore.
The only question is — are you adapting fast enough?
Is SEO still effective for real estate investors in 2025?
Yes, but it has evolved. SEO now includes content optimization for AI-driven platforms like Google’s AI Overviews and chatbots. Investors must focus on EEAT, off-page SEO, and relevance across channels to stay competitive.
What is a zero-click search, and why does it matter?
A zero-click search happens when users get their answer directly on the results page through featured snippets or AI summaries without visiting any website. It reduces traffic for publishers and impacts lead generation for real estate investors relying solely on traditional SEO.
How can I get my website featured in AI Overviews?
Create accurate, trustworthy, and specific content. Use structured data, address common user queries clearly, and earn backlinks from authoritative sources. Google pulls its AI content from well-optimized and trusted websites.
Should I still write blogs for my real estate website?
Absolutely — but shift your focus. Write for clarity, user intent, and unique value. Your blogs should answer fundamental questions that homeowners or investors have. Voice-search-ready content and opinion-led insights work best.
What off-page SEO strategies work best for investors today?
Guest blogging, podcast appearances, Google Business Profile optimization, Reddit engagement, backlink building, and brand mentions on trusted sites. Off-page SEO builds trust and visibility — beyond rankings.
If you are a real estate investor wondering why your organic traffic has slowed down, the answer isn’t that SEO has failed — it’s that search has changed. And those who evolve now will capture tomorrow’s leads before the competition even shows up.
