DEBUNKING THE MYTH THAT SEARCH IS DYING

Summary from the TLDR Marketing newsletter

Analysis of 40,000 major sites shows organic search traffic declined only slightly by 2.5% YoY, with top sites and certain categories even growing. Claims that AI or LLMs are replacing search or drastically reducing clicks are based on flawed surveys, small samples, or anecdotal evidence. Large-scale panel data confirms that Google and other search engines still drive the vast majority of traffic, and AI Overviews affect clicks less often than assumed.