ORGANIC TRAFFIC IS DOWN, BUT IT'S NOT ALL AI

Summary from the TLDR Marketing newsletter

Organic search traffic fell 13% in the US and 24% in France over two years, but losses vary by industry and site size. Publishers lost about 42% of organic traffic in both markets, while smaller sites remained roughly flat. Paid search traffic grew 21% in the US as larger ad blocks pushed organic results below the fold. AI referrals account for just 0.5% of total visits, suggesting that AI alone doesn't explain declining search traffic.