AI overviews are squeezing how-tos and list posts. That’s not guesswork; it’s visible in the click data. My take: if you want dependable organic traffic, build free tools. Ahrefs lays out the case, and I agree. Tools win clicks where summaries can’t.
The Case for Free Tools
Ahrefs made a blunt point that more marketers need to hear. AI is great at summarizing instructions and lists, which drains clicks from classic blog content. But it cannot run your mortgage math or shuffle a list.
“There’s one content format AI overviews haven’t taken over yet, which you can still get a ton of SEO traffic from.”
That matters because people keep searching for calculators, checkers, and converters. And those searches still lead straight to websites. No AI box can replace an interactive tool that gives a result tied to inputs, rules, and real data.
“There’s no AI overview for a mortgage calculator, no AI overview for a list randomizer, no AI overview for a backlink checker.”
As someone who has shipped products since the dial-up days, I’ve seen this pattern. Utility beats summary. Tools solve a task. That intent turns into backlinks, shares, and qualified leads.
What the Data Signals
Ahrefs shared a result many of us feel in our dashboards.
“Our recent study shows that clicks to informational pages are dropping in some cases by 30% or more.”
You can fight that tide with longer posts or trend-jacking. Or you can build assets that AI can’t reproduce in a box. That is the smarter bet.
Some will argue that AI will soon simulate every tool. I don’t buy it. Tools often need user inputs, domain rules, and trust. They live on your site, with your brand, your data, and your UX. Even if an AI summary appears, users still click through to verify, test, or download results.
How to Find Tool Ideas
Ahrefs gave a simple method for spotting tool demand. It’s the kind of process I like: quick and focused.
Use a keyword tool to filter for clear tool intent terms. This reveals what people actually want to use, not just read.
- Enter a broad topic tied to your niche.
- Open a keyword ideas report.
- Filter by words like “calculator,” “checker,” or “converter.”
- Note volume and difficulty to gauge effort vs. return.
- Build the tool. Ship fast. Improve with feedback.
Then comes distribution. Don’t rely on search alone. Seed it in communities, videos, and partner sites.
- Create a simple landing page with a clear benefit.
- Record a one-minute demo and post it on social.
- Pitch relevant newsletters and creators.
- Offer an embeddable widget to earn links.
Why This Works Now
Ahrefs pointed out three built-in advantages of tools. They’re simple but powerful.
- They’re inherently useful, so they get bookmarked and shared.
- They earn backlinks without begging.
- They attract high-intent users who are ready to act.
That mix is gold in search. You get traffic that converts and assets that grow stronger each month.
My Take as a Builder
I’ve built products for almost three decades. I’ve watched traffic sources rise and fall. The winners adapt by making things people use, not just read. In crypto and marketing, the tools that thrive are fast, clean, and honest about limits. Add in a simple API, and you stack more reach with minimal lift.
Stop chasing every content trend. Start shipping tools that solve a job. AI can summarize your post, but it can’t replace your calculator, your checker, or your unique dataset. That’s your moat.
Final Word
Ahrefs is right: free tools are the safe harbor for SEO right now. If you want traffic that sticks, build something people need and can’t get from a summary.
Pick one tool idea this week. Scope the MVP in a day. Ship within two weeks. Ask for feedback. Then iterate. Your future rankings will thank you.
