AI cites the deep pages but sends humans to the homepage — most sites are built backward

If your business depends on people clicking through to web pages, the last two years have been brutal. Pew Research Center tracked the browsing behavior of 900 U.S. adults and found that when Google shows an AI summary, users click a traditional result just 8% of the time, roughly half the 15% rate when no summary appears. Links cited inside the AI answers themselves fare worse: users click on them only about 1% of the time.This has had a huge impact on publishers. Chartbeat data reported by Axios shows page views from Google Search fell 34% across its publisher network between December 2024 and December 2025, and small publishers have lost roughly 60% of their search referral traffic over two years. Business Insider's organic search traffic dropped 55% over three years, and some smaller p