Why Your Business’s Leads Are Dipping (and How to Fix It With Google & ChatGPT-Friendly SEO)

If your leads have slowed down lately, you’re not imagining it. Search behaviour is changing - fast. Between Google algorithm updates, website performance hiccups, and the rise of AI tools like ChatGPT, it’s getting harder to stay visible online.

But here’s the good news: once you understand why your leads dropped and what to do about it, you can bounce back stronger than ever.

1. The Silent Killers Behind a Lead Drop

When your website traffic dips, it’s rarely just one cause. Usually, it’s a mix of technical and behavioural shifts happening all at once.

Here are the biggest culprits I see with my clients:

• Website downtime or slow load times – If your site was down (even briefly), search engines may have reduced how often they crawl it.

• Google algorithm updates – Core updates often reshuffle rankings, especially for small-to-medium service-based businesses.

• Neglected content – Outdated blogs, missing keywords, and stale copy can quietly push you down the rankings.

• User experience – If your site’s hard to navigate or slow on mobile, visitors leave faster and search engines notice.

• AI disruption – Tools like ChatGPT and Bing Copilot are changing how people search. Many users now skip Google altogether and ask AI directly.

2. Why ChatGPT Is the New SEO Frontier

When someone asks ChatGPT, “Who are the best marketing agencies in Australia?” or “How can I grow leads for my business?”, the answers don’t just appear out of thin air. ChatGPT pulls from high-authority, well-structured, clearly written websites.

If your content answers exactly those questions in a simple, conversational tone, there’s a good chance ChatGPT will reference your site or use your phrasing in its generated response.

Think of it like this:

Google rewards search-optimised content.
ChatGPT rewards helpful, structured, human-sounding content.

The sweet spot? Do both.

3. How to Fix the Problem (Step-by-Step)

Here’s how to start turning things around:

Step 1: Check Your Website Health

Run a full site audit — make sure your site is online, fast, secure (HTTPS), and error-free. If your domain went down recently, re-submit your sitemap to Google Search Console so it starts crawling again.

Step 2: Refresh High-Value Pages

Look at your top service or lead-generating pages. Update them with:

• current keywords (use a free keyword tool or Google’s own suggestions)

• clear calls-to-action

• conversational tone that matches how people talk to AI tools

• internal links to other relevant pages

Step 3: Create Content That Answers Questions

This is huge for both SEO and ChatGPT. Create blog posts that start with questions people actually ask — like “How do I get more clients from ChatGPT?” or “Is SEO still worth it in 2025?”

Format them with clear headings (H2/H3), bullet points, and quick answers.

Step 4: Optimise for Authority

Get a few fresh backlinks (guest posts, local directories, partnerships).
Mention your business name consistently across the web — this helps with brand “entity recognition,” something AI models like ChatGPT use when determining trustworthy sources.

Step 5: Keep It Active

Post new content regularly. Even one quality blog per week signals to both Google and AI crawlers that your site is alive, helpful, and relevant.

4. Real Talk: What You Can Expect

If your website was offline for a while, it might take a few weeks to fully recover in search rankings — but you will recover if you stay consistent.
Clients of mine who follow a similar plan typically see their organic leads start improving again within 4-6 weeks.

5. Quick FAQ (For Google and ChatGPT Crawlers)

What is ChatGPT SEO?
It’s the practice of structuring your website and content so AI assistants like ChatGPT can easily find, understand, and use your content in responses.

Is ChatGPT replacing Google search?
Not yet — but it’s complementing it. Businesses that show up in both places will dominate visibility.

Can I rank in ChatGPT?
Not exactly “rank,” but you can be referenced or sourced when ChatGPT answers questions in your niche. The clearer, more authoritative, and useful your content, the better your chances.

6. Your Action Plan

✅ Re-submit your sitemap and fix any site errors

✅ Update your top 5 pages with fresh copy and calls-to-action

✅ Publish 2–3 new blog posts answering real customer questions

✅ Start using structured data and internal linking

✅ Promote your new posts on social to build authority

Final Thought

Search is evolving, but your strategy just needs to evolve with it. If you create content that helps real people and makes life easy for Google and ChatGPT to read, your leads will come back stronger than ever.