Published on August 11, 2026 · The mitza.es team
According to data from SE Ranking, traditional organic search traffic in Spain has fallen from 52.02% in 2025 to 40.70% in 2026. The main reason is the growth of AI search engines: more and more users are asking ChatGPT or Gemini directly instead of doing a classic Google search.
Who's taking that traffic in Spain
ChatGPT remains by far the platform generating the most AI traffic in Spain, with a 70.49% share in 2026, although that's down from 81.44% in 2025. Gemini has made the biggest jump of the year, going from 4.39% to 12.41%, and Perplexity sits at around 11.64%, well above its global share. Globally, the traffic that AI search engines send to websites has multiplied 16-fold between 2024 and 2026, a trend confirmed independently by several trackers.
This isn't just a clicks problem
This trend connects directly with what we already covered about Google's AI Overviews: more and more searches end without any click at all, either because Google answers directly on the results page itself or because the user jumped straight to asking a generative AI. The outcome is the same: ranking well in classic search no longer guarantees anyone will actually visit your website.
What changes for content that works
- Direct, well-structured answers are more likely to be cited by an AI than a scattered piece of text.
- Structured data and FAQ schema help both classic SEO and an AI's ability to correctly understand and summarize your content.
- The authority and clarity of the source matter more than keyword density.
- Outdated or generic content has less and less chance of being chosen as a reference, whether by Google or by an AI.
How we're approaching this at Mitza
It's not about abandoning traditional SEO, which still drives most of the traffic, but about adding a layer designed for how generative AIs read and cite content. That's what we offer in our AI search engine optimization service, which we work on alongside existing SEO and content generation, without replacing what already works.