Chris Andrew for Scrunch

Your most important site visitor is no longer human

One of the most important ways marketers measure success is by the number of people landing on their websites. But that traffic is dropping at double-digit rates, and the trend shows no sign of slowing. HubSpot—the long-time gold standard for B2B SEO—has seen its blog traffic collapse by around 70–75% . The pain is being felt across industries: According to Pew Research, users are half as likely to click on any link when an AI Overview appears in the search results.

The demand for information hasn’t gone away; people still have the same questions they’ve always had, they’re just taking them elsewhere, Scrunch reports.

Instead of clicking through links from the search results page, users now go straight to

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