Is the Open Web Riding Off into the Sunset?
- Joy Morales
- Sep 17, 2025
- 3 min read
Direct Answer Box:
In a recent court filing, Google admitted the open web is “in rapid decline” — reversing its earlier claim that traffic was thriving. For businesses and publishers, this confirms what many already feel: AI search is siphoning clicks, and old traffic strategies are failing. The path forward is clear — optimize for AI visibility, not just web traffic.
👉 The fight isn’t about traffic anymore. It’s about being the answer AI finds.
Is This the Last Roundup for the Open Web?
Google just admitted it might be. In a recent court filing, the company confirmed what many small businesses and publishers have already felt for years: traffic is dropping, and AI is changing how people find answers.
👉 If your visibility depends only on clicks, you’re already losing ground. If you build for AI visibility, you stay discoverable.
What Did Google Actually Say?
On September 5, 2025, Google told regulators that the open web is already shrinking. Specifically, they pointed to a sharp decline in open-web advertising (the banner and display ads running across independent sites).
This statement contradicts Google’s public narrative that the web is “healthy.” Behind the scenes, they admitted what publishers and marketers have been reporting for months: AI features like Overviews and “AI Mode” are cutting into search-driven traffic. Some outlets have lost up to 89% of visits because AI gives users the answers directly (The Verge).
Why This Matters for Your Business
If AI search keeps users from clicking, the old formula — “rank on Google = get traffic” — doesn’t hold up anymore.
Clicks are collapsing. Even if your page shows up, users often never leave Google’s AI Overview.
Ad dollars are moving. Budgets are shifting away from open-web display ads into AI-driven formats, retail media, and connected TV.
Independent voices are at risk. Without visibility in AI systems, small businesses and publishers simply get skipped.
👉 If AI doesn’t see you, your customers won’t either.
The New Playbook: AI Visibility
This is exactly why we built the FoundFirst Eight Signals. They aren’t “nice to have” extras anymore — they’re survival tools for the AI era:
Schema markup makes your answers machine-readable (learn more here).
Alt-text turns every image into a branded signal (see our alt-text blog).
Entity linking ensures AI knows who you are and what you do.
Local relevance makes you discoverable in your own backyard.
Credibility content (blogs, FAQs, videos) establishes you as the source AI can cite.
👉 Schema, alt-text, and clarity aren’t extras anymore — they’re survival signals.
Instead of chasing declining traffic, you build the AI visibility infrastructure that ensures you remain the answer when people (and AI) ask questions.
Quick Questions This Raises
Q: Does this mean all website traffic is dying?
No — but traffic from search is shrinking fast, especially where AI answers replace clicks. Direct, branded visibility matters more than ever.
Q: Is this just about ads, or about content too?
Google was talking about ad dollars, but the bigger story is content. Publishers are already seeing traffic collapse as AI Overviews reduce click-throughs.
Q: What can small businesses do right now?
Focus on AI visibility signals: schema, alt-text, local FAQs, and clear content. These are what make you discoverable inside AI systems.
Q: How does this affect local businesses?
Local relevance is still a strong differentiator. AI may collapse generic traffic, but clear local cues help you get found in your own community.
What You Should Do Next
Stop measuring success by traffic alone. Focus on actions: calls, leads, visibility in AI Overviews and tools like Perplexity.
Audit your AI signals. Are your images, schema, and FAQs optimized for AI readability?
Double down on clarity. If AI can’t clearly understand your words, it won’t surface you at all.
Claim your niche. Local and expert-driven content stands out where generic, mass content gets blurred.
The Takeaway
Google’s own courtroom admission confirms it: the open web is shrinking. AI-first visibility isn’t optional anymore — it’s the only way forward.
At FoundFirst, we’re not waiting for Google to decide who gets seen. We’re building the infrastructure that ensures your business is the AI answer.
👉 Want to make sure AI finds you? Schedule a FoundFirst Visibility Audit today.
✅ Last updated: September 17, 2025
📌 Review cadence: Quarterly
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