If You’re Not on AI… You Don’t Exist!!

Over the past few months many clients – and even a few colleagues – have asked us: “Is SEO collapsing everywhere because of AI?”
Since we don’t like reasoning by impressions, we took 10 randomly chosen clients, small and large, and analysed the period January–October 2025 vs the same period in 2024.

No names (for obvious reasons), but the data yes — below you’ll find all the screenshots: the trends are clear, and above all very different from what you hear out there.

📊 Traffic volumes: from the smallest to the largest

• Largest client: ~109,000 sessions (down vs 2024, but still the highest volume).
• Smallest client: ~600 total sessions per year.

The sample is deliberately varied: micro sites, medium-sized brands, well-structured operations.

🔎 SEO: 50% grow, 50% decline

The “SEO is collapsing” narrative simply doesn’t hold up against the numbers.

📈 SEO growing (5 out of 10)

• Client 3: +34%
• Client 4: +13%
• Client 5: +394% (!!)
• Client 9: +18%
• Client 10: +16%

📉 SEO declining (5 out of 10)

• Client 1: –10%
• Client 2: –23%
• Client 6: –12%
• Client 7: –19%
• Client 8: –2/3%

👉 Conclusion: SEO is not dead, but it is increasingly selective.
Those who work seriously on content, structure, UX and links grow;
those who sit back, or who lived on organic alone, tend to lose ground.

📱 Social: the most “explosive” channel of 2025

Here the trend is far more clear-cut.

🚀 Social growing (7 out of 10)

With often staggering increases:

• from +30% up to +2,534% on Organic Social
• Paid Social that in some cases starts from zero and brings over 1,200 new sessions

📉 Social declining (3 out of 10)

Usually correlated with:

• a total absence of activity
• a lack of Paid Social
• sporadic or non-existent posting

👉 Conclusion: in 2025 social – especially paid social – is an extremely powerful traffic driver.

🔀 Multichannel vs single-channel: here’s who really grows

This is the most interesting part of the whole analysis.

🌈 The multichannel clients (SEO + Social + Ads + Referral)

These are the ones with the best results.

Examples:

• Client 3 → almost every channel growing: total traffic strongly up
• Client 4 → Social boom + SEO growing: +50% total
• Client 5 → SEO exploding + social/referral up: +84% total
• Client 9 → SEO + Paid Search + Referral: +18% total
• Client 10 → super multichannel, held back only by an anomalous drop in Direct (likely a technical/tracking issue)

🎯 Single-channel or “on-and-off” activity

Here the numbers fall.

• Almost total dependence on SEO
• No social/ads investment
• Rare posting
• No recent optimisation

Result: declines between –1% and –48% depending on the case.

👉 Conclusion: multichannel is no longer a choice:
it is what determines resilience, stability and growth.

🧠 AI and SEO: what does the data really say?

The claim “AI has killed SEO” is contradicted by this very sample:

• 5 sites growing
• 5 sites declining

If it were a global and inevitable phenomenon, we would see 10 out of 10 in the negative.

Instead, what emerges is far simpler (but often ignored):

✔ Those who keep publishing, optimising, updating… grow

✖ Those who stop, don’t diversify and rely on a single channel… decline

You don’t need catastrophist theories.
You need strategy and steady work.

🧾 Our final recap

🟢 SEO: more alive than ever

50% growing, 50% declining.
Those who invest seriously do well, those who don’t lose ground.

🟣 Social: the real engine of 2025

7 clients out of 10 grow, often enormously.

🔵 Multichannel = resilience

Clients with SEO + Social + Ads + Referral are the ones that best withstand algorithm changes, competition and AI.

🔴 Dependence on a single channel = risk

Especially if the only channel is SEO and nothing has been published for months.

🤝 An analysis useful for us, and hopefully for you too

This snapshot of 10 randomly selected projects confirmed what we see every day:

There are no “magic” strategies, only ecosystems of channels working together.

Those who invest in a balanced way grow.
Those who stop… stay put (or go down).

If you’d like to dig deeper, compare your own project or understand how to distribute your investments across the various channels, we’re here.