Now, Liz Reid, a VP and head of Search at Google, will tell you that’s nonsense, that “overall traffic to sites is relatively stable.” Further, she claims, the new and improved AI Google is “sending slightly more quality clicks to websites.” And Nick Fox, Google’s Senior VP of Knowledge, recently said, “from our point of view, the web is thriving.”
Isn’t that nice? Please. Stop trying to con me. I see the numbers, and they’re falling faster than an airborne trooper whose parachute just failed. Similarweb, which measures traffic to over 100 million web domains, estimates a 5% decline in worldwide traffic from search engines from June 2024 to June 2025, The Economist reported, with certain types of sites, such as science, education, and health sites, taking a harder traffic hit.
And Digital Content Next, a trade association of content companies, whose members include The New York Times, Condé Nast, and Vox, found that referral traffic dropped by as much as 25% in May and June alone.
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