Education tech company Chegg is suing Google, alleging that the search giant’s AI-generated overviews are eating into its business. Chegg claims that Google is using its content to generate quick answers, preventing users from clicking through to its website.

And Chegg isn’t alone. Many publishers and content creators have been voicing concerns that Google’s AI summaries are keeping traffic on Google instead of directing it to websites. It’s a valid concern—search traffic is declining, and AI-generated answers are reducing the number of people who click through to content sources.

But does this mean content marketing is dead?

Absolutely not. It just means that businesses need to be more strategic about how they get attention. Here’s how to pivot and keep winning in a world where Google isn’t sending as much traffic your way.

Blogging Is Still Useful (Even If Search Traffic Is Dropping)

Yes, Google search might not be sending as much traffic to blogs, but that doesn’t mean you should stop blogging. A well-written blog post:

• Establishes authority in your niche
• Gives you content to repurpose across social media, newsletters, and videos
• Builds credibility with your audience

Instead of relying solely on search traffic, think of your blog as a content hub—a place where you create valuable resources that can be distributed across multiple platforms.

Social Media Is Still Key for Content Distribution

If search engines aren’t driving as much traffic to your website, then you need to meet your audience where they already are—on social media.

• Post short-form videos on Instagram, TikTok, LinkedIn, and YouTube Shorts
• Repurpose blog content into LinkedIn articles or Twitter/X threads
• Turn key takeaways into carousel posts on Instagram or LinkedIn

Social media isn’t just about vanity metrics—it’s a way to stay top of mind and consistently engage your audience, even if they aren’t visiting your website as often.

Email Newsletters: Your Owned Channel Matters More Than Ever

Unlike social media and search engines, your email list is something you own. No algorithm changes can take it away from you.

Building an engaged email list means you can:

• Directly communicate with your audience without relying on Google or social platforms
• Drive traffic to your content, offers, and events
• Convert subscribers into loyal customers

If you don’t have an email strategy yet, now is the time to start. The more personalized, high-value emails you send, the more control you have over your audience’s engagement.

Search Is Just ONE Traffic Source—Diversify Your Marketing

While Google has long been a dominant traffic driver, it’s never been the only way to get attention.

Here’s where you should focus instead:

• Podcasts – Be a guest on popular industry podcasts or start your own.
• Video Content – YouTube, TikTok, and Instagram Reels are all great ways to grow your audience.
• Events & Webinars – Hosting in-person or virtual events helps build direct relationships with your audience.
• Paid Ads – Even though they’re getting more expensive, if you know your cost per acquisition, ads can still be profitable.

Marketing success comes from being in multiple places, not just one. The brands that thrive are those that adapt to change and show up where their audience is paying attention.

Paid Traffic: It’s Getting More Expensive, But Still Works

Yes, running paid ads is more expensive than it used to be. But if you know your audience and numbers, it can still be worth it.

Paid ads can help:

• Boost brand awareness in a competitive space
• Drive leads directly to your email list
• Support organic efforts by retargeting engaged users

The key to success with paid traffic is knowing your cost per acquisition. If you can afford to spend $50 to acquire a customer who brings in $500 over their lifetime, paid ads are still a solid strategy.

Final Thoughts: Adapt & Stay Relevant

Google’s AI summaries may be cutting into search traffic, but this isn’t the first time digital marketing has changed—and it won’t be the last.

Instead of worrying about what you can’t control, focus on what you can:

• Create high-quality content that resonates with your audience
• Leverage multiple platforms (not just search) to distribute that content
• Build an email list so you own your audience’s attention
• Experiment with paid traffic to stay competitive

Search traffic may not be what it used to be, but opportunities still exist for brands that are willing to evolve. The key to success? Keep creating, keep engaging, and keep showing up where your audience is.