Out of every 1,000 Google searches, only 276 still send a click to a real website.
Two years ago it was 374.
That is a quarter of the open web's traffic, quietly defunded, in 24 months.
People think this is an SEO problem. Rankings, keywords, algorithms. It is not. It is a distribution problem.
The search bar used to send people somewhere. Now it answers and keeps them. The click was the handoff, and the handoff is being deleted.
If your go-to-market depends on Google passing you a human, you are building on land that is being repossessed.
Stop optimising for the click. Start being the name the answer repeats.
What are you building that does not need a click you no longer control?
The move. The 'paying more to reach fewer humans' truth in one frame, engineered for shares and comments.
One of the things Alex keeps saying about go-to-market distribution. See the rest →