In March 2024, Google rolled out AI Overviews across most U.S. search queries. For many DIY and home improvement blogs, the results were devastating. Blogs that once relied on informational content—how-tos, tutorials, materials breakdowns—lost up to 70% of their organic traffic almost overnight.
Charleston Crafted shared a candid breakdown of their 70% drop in traffic, with a clear culprit: Google’s AI summaries replacing their content in search results.
If your site was hit, you’re not alone. But you’re also not powerless.
What’s Causing the Drop?
Google’s AI Overviews attempt to answer searchers’ questions directly in the SERP. That means fewer clicks to your site—even if your content is still being cited. Google scrapes your hard-earned work, summarizes it, and removes the need for a user to visit your page.
This is part of a larger trend that platforms like The Verge and Search Engine Land have reported on: creators losing traffic while Google positions itself as the primary destination, not a gateway.
Here’s what’s making it worse for DIY sites:
- Informational intent is now fulfilled on Google
- Low brand recognition means no loyalty
- Heavy reliance on organic search as the primary traffic source
This isn’t a temporary dip. It’s a platform shift. But with the right adjustments, recovery is possible.
How to Regain Traffic and Revenue
1. Diversify Beyond SEO
If Google is your only traffic source, you’re building on borrowed land. Start building your audience in places Google doesn’t control:
- Pinterest – Still strong for DIY content. Focus on visual, step-by-step guides and link to your full tutorials. See Tailwind’s breakdown on what’s working in 2024.
- YouTube Shorts – Short-form how-tos can reach massive audiences. YouTube says Shorts average 50 billion daily views.
- Email Lists – Capture visitors while you still have them. A good lead magnet can turn one visit into long-term value. ConvertKit’s DIY email tips are a good starting point.
Don’t chase viral traffic—build consistent return channels.
2. Productize Your Expertise
If your monetization relies on ads and affiliate links, you’re exposed. Consider creating:
- Digital products – Sell printable project plans or exclusive video tutorials.
- Courses – Even a basic workshop on beginner tools can justify $19–$49 if done well.
- Paid communities – Charge for access to a renovation support group or weekend coaching calls.
Check out how Fix This Build That does this—selling plans and premium content directly from their blog.
3. Refresh and Reposition Your Content
AI Overviews tend to surface stale or overly basic content. Update your existing posts with:
- Personal experience: Case studies, before-and-after photos, or mistakes made
- Depth: Go beyond “how to caulk a tub” and show “how to fix caulk failure after 3 years”
- Original visuals: Charts, tool reviews, comparison photos—elements AI struggles to summarize
This strategy aligns with Google’s own Helpful Content System, which claims to reward original, experience-based content (though results may vary in practice).
4. Explore Paid Traffic — Without Burning Your Budget
Organic reach is shrinking across platforms. That’s not new. But now it’s affecting niches like DIY that once thrived on SEO.
Paid traffic doesn’t have to mean $5,000/month in Google Ads.
At Traffic Masters, we’ve worked with creators in the home and garden space to test low-cost traffic channels—Pinterest retargeting, native ads, newsletter sponsorships. Start small. Send traffic to your email opt-ins or best-performing project plans. Then scale what converts.
The key is control: you decide where your content shows, who sees it, and what action they take.
Final Thoughts
The age of free traffic is fading—especially for how-to content. But the demand for DIY isn’t going anywhere. People still want to build, fix, and renovate. What’s changing is how they discover you.
Instead of relying on platforms that extract your value without sending anything back, start building on channels you control. And if you want help running test traffic to your best content while you adapt—we’re here to talk.