SEO Attribution in 2025: Why It’s Broken and What You Can Do
The world of SEO is in the midst of a seismic shift. For years, marketers have relied on attribution models to prove the value of organic search and justify investments. But in 2025, the rules have changed. AI-generated search results, evolving user behaviors, and analytics blind spots have made SEO attribution more challenging — and more critical — than ever before. At Nexus IT Solutions, we’re seeing these changes firsthand with our clients, and we’re here to help you navigate the chaos. Why SEO Attribution Is Broken in 2025 1. AI-Generated Answers Are Disrupting Clicks AI-powered search features — like Google’s AI Overviews — now answer many queries directly in the search results. Users get what they need without clicking through to websites, causing a dramatic drop in organic traffic for many businesses. Even when your content is cited, the user may never visit your site. 2. User Journeys Are Fragmented and Nonlinear The traditional funnel is dead. Today’s customers bounc...
