Three factors that explain the decline in organic traffic

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I’m not going to be apocalyptic, but I don’t want to look like the “This is fine” dog meme in the middle of a burning house either. The reality is that this year there are several factors that have had a direct impact on the organic traffic of many websites and it seems that this SEO trend may become more pronounced in 2025.

Today, there are two major threats to canadian cto cio email list traditional search engines (when I talk about search engines, we can directly read “Google”) and a third relevant factor that can explain the general decline in organic traffic that we have seen in recent months:

The first threat to Google is Gen Z’s tendency to search for information directly on TikTok , which has already become their preferred search engine . According to a report by Bernstein Research, based on a study carried out in 2024 by Forbes Advisor and Talker Research, 45% of Gen Z users think more about TikTok and Instagram than Google when conducting their searches, compared to 35% of millennials and 20% of Gen Xers.


The second threat to search engines is the widespread use of artificial intelligence , which has also had a considerable impact, even before the emergence of features such as SearchGPT. Have you ever asked ChatGPT something directly instead of searching for it on Google? If so, you are not unique, as we will see later.