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LinkedIn flags up to 60% drop in non-brand B2B clicks from AI search

LinkedIn reported that AI-powered search experiences reduced non-brand B2B awareness traffic by as much as 60% on some topics even when rankings didn’t move. The company is shifting its playbook toward visibility and citations in zero-click discovery.

LinkedIn says AI-powered search answers are cutting non-brand B2B awareness clicks even when traditional rankings hold steady.

  • LinkedIn reported non-brand organic visits fell by as much as 60% across a subset of B2B awareness topics, while rankings stayed stable and click-through rates declined.
  • Its B2B organic growth team started investigating Google’s Search Generative Experience (SGE) and later tracked material impact after it evolved into AI Overviews.
  • The company reframed discovery around a funnel that prioritizes being seen and referenced before a buyer ever clicks through to a site.
  • LinkedIn formed an AI Search Taskforce spanning SEO, PR, editorial, product marketing, product, paid media, social, and brand to coordinate fixes and tests.
  • Reported actions included correcting misinformation in AI answers, publishing owned content designed for generative visibility, and testing LinkedIn posts as a discovery surface.