AI search tools are fundamentally changing how users find information and how websites earn traffic. ChatGPT handles over 200 million daily users who skip Google entirely for research tasks. Google AI Overviews now appear on 15–20% of queries in Canada and the US, synthesizing answers from multiple sources with minimal attribution. Perplexity and similar answer engines cite sources but satisfy user intent without requiring a click in most cases. The result is a massive shift from click-based to impression-based SEO value. The immediate impact is lower CTRs on informational queries. Queries like "how to optimize meta descriptions" or "what is domain authority" increasingly get answered in AI outputs, never sending traffic to the original sources. Commercial and transactional queries still drive clicks, but the research phase now happens inside AI interfaces. We're seeing clients lose 10–30% of informational traffic year-over-year while transactional pages hold steady or grow. This changes SEO priorities in three ways. First, you need to be cited by AI systems, which means structured data, clear answers near the top of pages, and authoritative signals that AI scrapers recognize. Second, zero-click visibility matters now—being quoted in an AI Overview without earning a click still builds brand authority. Third, you have to own the commercial intent keywords where AI tools still defer to traditional search results: location-based services, product comparisons with current pricing, and queries where freshness matters daily. At Ottawa SEO, we're adapting by creating content that serves both traditional crawlers and LLM training. That means FAQ schema, concise expert answers in the first 100 words, and focusing link-building on domains AI systems likely prioritize. We're also doubling down on local SEO and conversion-focused pages where AI overviews are less likely to intercept traffic. The sites that win in 2024–2025 will be those that get cited by AI and still capture the clicks AI can't fully satisfy.