AUGUST 11, 2025 — Ahrefs featured thought leadership from Seer Interactive's CEO, Wil Reynolds, and VP of SEO & AI, Alisa Scharf, in a new post about how brands are evolving their SEO strategies.
Wil discovered a 41% decrease in organic traffic to the Seer Interactive site in 2024 — a much larger amount than Gartner's original prediction of a 25% drop in search engine volume by 2026. Ahrefs noted that other companies are seeing the same pattern. Yet at the same time, Wil noted Seer has seen a 65% increase in newsletter signups and no negative impact on revenue or leads.
Previous SEO tactics and KPIs are proving to be less effective as user search behavior changes. Seer's latest research shows click-through rates are down across paid and organic. According to Alisa, Seer is now thinking less in terms of traffic and focusing more on thought leadership content.
As Alisa points out, many brands will be better-suited to reallocate their existing SEO investment toward other channels rather than trying to go all-in on AI search. She's hypothesizing that investments in strategic partnerships, account-based marketing, and demand gen will provide a better ROI once conversational search reaches critical mass.
Alisa also shared more with Ahrefs about Seer's own strategy: "Traffic via organic social (largely LinkedIn) is probably the source we’re most focused on optimizing for. The traffic volume is smaller but it’s extremely high quality. I also think we’ll continue to be in a position to think about different layers of influence. You can’t focus on just one source or one channel."
Check out the Ahrefs blog: The Great Diversification: How 8 Companies Are Evolving Their SEO Strategies
Read the latest study from Alisa and the Seer team: Study: The AI Search Landscape, Beyond the SEO VS GEO Hype
Follow Wil and Alisa on LinkedIn: Wil Reynolds LinkedIn, Alisa Scharf LinkedIn