Google search traffic is declining. If you’ve invested years into organic growth, seeing that drop in real time feels unsettling — but it’s also revealing. I first noticed the change across SaaS clients. Longstanding traffic drivers — educational, top-of-funnel (TOFU) articles — started slipping. Not because the content deteriorated, but because users no longer had to click through. AI Overviews were answering their questions directly. That created a fork in the road: cling to the old playbook or rethink the strategy. I chose to rethink it. What became obvious fast was that while informational content is losing clicks, bottom-of-funnel (BOFU) content is still performing — and often generating better-qualified leads. This isn’t a blip. It’s a fundamental change in how search creates value. The shift: Putting BOFU at the center My current strategy is simple: 60% to 80% of content production is focused on bottom- and mid-funnel assets, with the rest dedicated to supporting TOFU pieces that complete content clusters or respond to timely industry topics. When I proposed this to clients, the buy-in was easier than I expected. I framed it like this: “You can optimize for traffic or for leads. If leads are the goal, here’s the path — even if it means less overall traffic.” I was clear that total sessions might fall. But the visitors who remain are far more likely to convert. That tradeoff resonated. No one chose raw traffic over a stronger, more qualified pipeline. The highest-performing bottom-of-funnel assets tend to be in-depth comparison…