Online acquisition channels are dying

Organic traffic down 35%, search CPAs up 47%. AI answers are replacing search clicks. Which websites will thrive in this new era?

This article was originally posted on my LinkedIn timeline

One common concern among founders is that their online acquisition channels are dying:

• Organic traffic? Down 35% YoY.
• Search ads? CPAs up 47%.
• Affiliate clicks? Nearly extinct.

Think about it: when users get complete answers from ChatGPT or Perplexity, they never visit your site. Sources get listed, but rarely clicked.

What websites will thrive in this new era?

1. Sites with premium experiences AIs can’t replicate - Poki (gaming), Masterclass (courses)
2. Platforms with unique data AIs must reference - Yahoo Finance, Indeed, or any unique marketplace.
3. Community-driven destinations with real connections - Reddit, Discord
4. Tools & utilities (not just information) - Canva, Codecademy etc

We must build sites that deliver value beyond information alone - plain content won’t cut it anymore.

The winners will combine knowledge with experiences that AI can’t replicate.

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