Marketing Against The Grain The Great Content Collapse
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Jul 1, 2025 Discover the alarming trend where Google now returns just one visit for every 18 pages scraped from content creators. Explore how AI is reshaping the value exchange in content marketing, leading to a significant drop in traffic for publishers. Learn about the transformative impact of AI on content consumption and the challenges it poses for traditional marketing strategies. As marketers face rising advertising costs, find out how to navigate this new landscape by adapting to AI's evolution in audience engagement.
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The Great Content Collapse
- The value exchange of the internet is breaking as Google now scrapes 18 pages for every 1 visitor, up from 2 pages per visit a decade ago.
- This marks a ninefold increase in difficulty for content creators to get traffic from Google, threatening web content monetization.
AI Overviews Steal Traffic
- AI-generated summaries on search engines answer 75% to 90% of queries without clicks to original sites.
- This reduces traffic and revenue for original content publishers, breaking the traditional value exchange of the web.
OpenAI Search Deepens Traffic Drop
- OpenAI's AI assistant search scrapes 1,500 pages for every one visit, up from 250 pages six months ago.
- Users increasingly trust AI answers over original content, intensifying traffic decline to content creators.