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The End of the Search Era: How AI Is Quietly Breaking the Internet’s Traffic Model

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According to Similarweb (via The Economist), the global search traffic fell by 15 percent year-on-year (YoY) as of June 2025. Older data also show that the no-click-through rate to news websites grew from 56 percent in May 2024 (this was when AI Overviews was launched), to almost 69 percent in May 2025.

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