For years, businesses have relied on search engines for their digital marketing needs. As artificial intelligence reshapes how people find information, a pressing question has emerged: Will website traffic decline in 2026?
According to recent predictions, it just might.
What’s Behind the Question
Gartner’s Prediction
Research firm Gartner has forecasted that by 2026, traditional search engine volume will drop 25%. They predict search marketing will lose market share to AI chatbots and virtual assistants.
The idea is actually rather simple. Instead of typing questions into Google, people will increasingly ask conversational AI tools, such as ChatGPT, Claude, Gemini, or Perplexity, for answers to their queries.
Gartner describes these tools as “substitute answer engines.” These tools will drastically change how users find information. As a result, it will change how users interact with businesses.
Why It’s Causing Concern
For businesses that rely on organic search (SEO) or paid search (PPC), a 25% decline could result in a significant shift in traffic and conversions. If fewer searches happen on Google, then it stands to reason that fewer people will land on websites through traditional channels.
This is why marketers are asking tough questions about how discovery, visibility, and trust will work in an AI-driven world.
How AI Is Reshaping Online Discovery
Generative AI tools have changed user expectations. Instead of scanning pages of results, people now want summarized answers. Users can now provide a chatbot with their query and instantly get advice and context without scrolling through SERPs.
However, this doesn’t mean users are abandoning the web (not by any means). Instead, they’re simply using a new entry point to access the information.
While AI provides quick responses to users’ queries, the tools still depend on existing web content to produce accurate and credible responses. When AI references or cites your content, users may still click through to learn more. For highly valuable and authoritative websites with a strong content strategy, AI may increase visibility.
What This Means for Businesses
You Can Expect a Shift, Not a Collapse
If Gartner’s prediction holds, 2026 may bring a measurable decline in search-based traffic. But that doesn’t mean websites will lose relevance; it means user behavior is diversifying. Some discoveries will come from AI tools, some from social media, voice assistants, or community platforms.
AI-driven discovery is becoming part of the search, not a full replacement. Even major players like Google and Bing are blending AI summaries into their search results.
Content Quality Will Matter More Than Ever
As AI-generated, low-quality content floods the internet, authenticity and expertise will become the key differentiators.
What is the definition of “quality content?”
Remember this acronym – EEAT. It stands for Experience, Expertise, Authority, and Trustworthiness. Your SEO content strategy should contain all four to maintain credibility and visibility. This is an excellent breakdown from Semrush.
Your content strategy should not avoid AI tools completely. In fact, many of the highest-ranking pages in search results often have some input from an AI tool. What’s important is the integrity of the final piece, not the method behind it.
Why Website Marketing Still Matters
Your Website Is Still Your Digital Anchor
Even if our world becomes overrun with AI, your website will remain the foundation of your digital presence. It’s where you establish brand credibility, trust, capture leads, and initiate customer relationships.
Additionally, AI tools rely on websites like yours to populate their knowledge bases. Make your website discoverable and referencable with meaningful and educational content, as well as a technically sound design.
Adapting for an AI-First Landscape
You should not view AI as a competitor, but instead as an opportunity to diversify and strengthen visibility. Some practical steps include:
- Structuring content clearly with schema markup and FAQs that AI can interpret.
- Creating content that’s unique, experience-based, and authoritative.
- Using multiple channels (like email, video, and socials) to stay visible even as search evolves.
So, Will Website Traffic Decline in 2026?
To some degree, yes.
As more people use AI assistants, traditional search traffic may flatten or fall modestly. But that by no means signals the end of the web. It means an evolution in how users discover, verify, and trust information.
The Takeaway for Marketers
Website marketing remains essential and evolving. As searches become more conversational, successful websites will consist of higher-quality VS quantity of content. They will create connections through clarity and credibility.
Schedule a complimentary 30-minute marketing strategy consultation with Ocean 5 Strategies. Our success relies on increasing website traffic through SEO content strategies and website design services. We are a leading digital marketing agency focused on delivering results. We can help you design a strategy to showcase your company as a leader in your industry.
