Your Google traffic is falling. Where is it going?

There is a pattern showing up at a lot of online stores lately. Your positions in Google have not dropped. You have not changed anything on your site. And yet fewer people come in than a year ago, and you cannot point to why.

What is probably happening

Search has changed over the past few years. Some of the questions that used to lead to a click are now answered at the top of the results page. And some are no longer put to a search engine at all, but to an AI assistant.

Both have the same effect: someone gets an answer without visiting a website. You are still in position four, but position four gets clicked less often. To you, that looks like a loss you cannot explain.

How to see it in your own numbers

In Google Search Console, look at your impressions and your clicks over the last two years. If impressions stay the same or go up while clicks go down, that is the pattern. People still see you, but they no longer need to click through.

Also check your visitor statistics for traffic coming from chatgpt.com, perplexity.ai or gemini.google.com. If it is there, you are already being named in AI answers. If it is not, that alone does not mean you are named nowhere: many people read a recommendation and then simply type your name in.

What you can and cannot do about it

The honest answer is that you will not get that click back. What you can do is make sure you are in the answer. If you are named, people remember your name and come later anyway, just not through the route you were used to measuring.

That starts with three things you can check yourself. Does your site let AI crawlers in? Is your most important text in the page itself, or does it only appear later? And can a machine see what a product is, what it costs and whether it is in stock?

Want to know whether you get named now? On krilloai.com you can run a free check of 13 technical points. And the Krillo Index shows it directly: every month, per category and country, we put around 30 buying questions to ChatGPT and Gemini, the way a shopper would ask them, and rank stores by how often AI names and recommends them. You see where you stand and which stores are ahead of you.