The era of traditional search is changing. AI-powered answers are putting space between brands and the consumers conducting searches, and marketers are seeing a drop in the traffic being driven by search results.
That shift is already measurable. Recent research from Acquia found that 62% of marketers have seen a decline in clicks and web traffic from search, signaling that discovery is no longer as predictable as it once was.
At the same time, overall referral traffic from search is slipping at a structural level. Data from Similarweb shows that general search referrals to 1,000 web domains dropped from 12 billion global visits in June 2024 to 11.2 billion in June 2025, a 6.7% decline year over year.
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