No One Is Clicking Anymore: How to Get Traffic in 2025

The internet used to be simple:

• Rank on Google = Get Clicks
• Post Links on Social = Get Clicks
• Run Paid Ads = Get Clicks

In 2025? All of it is breaking.

• Google’s AI Overviews: The rise of AI-generated summaries in search results is leading to a decline in website traffic, as users are presented answers without needing to visit websites.
• Social Media Platforms Deprioritizing Links: Platforms like X (Twitter), Instagram, and TikTok actively suppress content with external links to keep users within their ecosystems.
• AI Chatbots Providing Direct Answers: Tools like ChatGPT, Claude, and Perplexity provide exact responses to user queries, further decreasing the need for users to visit websites.
• Rising Costs in Paid Media: As consumption patterns shift and organic traffic declines, paid advertising is also impacted. Less eyes = higher competition and increased costs.

Building an audience is harder than ever, as you can’t rely on old methods to drive free or predictable traffic anymore.

So where does that leave you?

How to Win at the New Internet

If you want to build an audience today, you need to stop relying on free distribution from search and social. The game has changed and you must adapt your strategy to today's internet.

Here’s the new strategy:

1. Prioritize Native Content on Social

• Platforms want to keep users inside their ecosystems, so you need to play by their rules.
• Native content > linked content (if you post links, add them in the comments or your post may be suppressed and receive limited views).
• Engagement is today's algorithm hack (get people liking & commenting before adding an external link).
• Short-form video wins (TikTok, Reels, & Shorts drive traffic. X is also prioritizing short-form video on their platform).

2. Become Your Own Distribution Channel

• Since you can’t depend on Google or social media to send people your way anymore, you need direct access to your audience.
• Build a newsletter (Beehiiv, Substack, ConvertKit).
• Capture subscriber emails (a hedge against inconsistent social media algorithms).
• Create a habit loop & distinct voice (carve out the content you're known for, ex: people who find your content most valuable will seek you out).

3. Leverage Communities & Platforms with Built-In Audiences

• Write for platforms like Substack, Medium, or LinkedIn articles (they prioritize their own content).
• Join active industry or topic communities (Discords, Slacks, Reddit, X communities, & engage where people already gather).
• Join forces with other creators (newsletter cross-promotion, guest posts, X Spaces).

4. Use Paid Ads Selectively

• Boost high-engagement posts (ads work better when promoting native content, not straight selling).
• Drive traffic to a lead magnet (guides, newsletters, email opt-ins).
• Target engaged audiences (retarget people who've already showed they're interested).

5. Build for the Future (AI & Changing Search Behavior)

• AI search will change how people find content. Be ready as this shift continues.
• Optimize for AI assistants (create clear, well-structured content AI can pull from).
• Invest in interactive or multimedia formats (AI-written blogs won’t stand out, human-created video/podcasts will).
• Focus on deep expertise + unique insights (AI will commoditize surface-level content).

TL;DR: The 2025 Internet Playbook

The free traffic era is dying. If you want to win, you need to adjust your strategy.

• Old strategy:
  • Post links to social, optimize for SEO, buy paid ads = wait for traffic.

• New strategy:
  • Play by platform rules.
  • Own your audience.
  • Try new platforms & formats.
  • Be picky with paid ads.
  • Adapt toward AI-driven shifts.

If you still rely on search rankings and link clicks, you’re playing a losing game. Search and social media platforms aren’t created to serve you; they’re built to keep users spending time inside their ecosystems.

Winning in 2025 requires a shift in approach:

• Direct access > algorithm dependence (build a list, not just followers).

• Native content > external links (engage first, distribute second).

• AI adaptation > SEO hacks (optimize for future discovery, not past formulas).

The internet is changing. If you want to build an audience that lasts, you need to change with it.

Want to stay ahead as AI reshapes content distribution?

I offer AI & Strategy Sprints to help you adapt to the new internet: building an audience, navigating AI-driven search shifts, and optimizing for visibility in a changing landscape.

Book a session here.

DISCLAIMER: This content is for informational purposes only and does not constitute business, investment, legal, financial, or tax advice. Readers should conduct their own research and consult with professional advisors before making business decisions.