The peak for internet traffic referred from social media and search engines occurred in 2022.

In 2011, Google sent over 70% of all its search traffic to third-party websites.

Rand Fishkin claims that the percentage of Google searches resulting in a click to a third-party website has fallen to the mid-40s and is continuing to decline.

Currently, Google sends only about 45% of its search traffic to third-party websites, a figure that continues to decline.

Rand Fishkin believes that 2022 was the peak year for internet traffic referred from social media and search engines.

Rand Fishkin predicts that AI companies like OpenAI or Anthropic will eventually create their own publishing departments and directly fund content creators.

Rand Fishkin stated that in 2011, over 70% of Google searches resulted in a click to a third-party website.