A recent study from the non-profit Pew Research Center caught my attention. Analysing the browsing behaviour of 900 US adults, the study found Google’s AI Overviews are reshaping how people interact with search results.
When an AI-generated summary appears on Google’s search results page, users are almost half as likely to click on traditional website links. Even more telling, they’re also likely to stop browsing further. This means fewer visits, fewer page views, and significantly reduced traffic to websites creating original content.
Google maintains that AI Overviews lead users to a broader variety of websites. However, the Pew study indicates that while diversity might increase, the total number of clicks decreases. For businesses that rely on search referrals, this shift isn’t minor; it signals a fundamental change in how we must approach online visibility.
Interestingly, I explored this very scenario in Chapter 12, “Thriving Without Search,” in my book The Founder Catalyst.
Even before AI mode in Google, I’ve observed how reliance on search algorithms can cripple businesses overnight whenever those algorithms shift.
Investing in direct channels is critical.
Years ago, when we ran a software service business, we focused on building an email newsletter. It wasn’t just about promotions; we shared insights and built trust. Over time, that newsletter became a dependable source of leads and engagement, immune to algorithm changes.
Today, many founders successfully use LinkedIn pages or WhatsApp channels. Consumer brands find Instagram (or TikTok) or YouTube more effective.
For example, Zerodha, India’s largest stockbroker, grew primarily through word-of-mouth. Their “Markets by Zerodha” YouTube channel has over 170,000 subscribers, regularly achieving over 20,000 views per video. Similarly, their newsletter, “Daily Brief by Zerodha,” has over 53,000 subscribers. These are all direct touchpoints independent of SEO. These are apart from their main YouTube channel with over seven hundred thousand (700,000) subscribers.
I know of a successful author with over a hundred books to his credit, who reduced his dependency on Facebook’s algorithm by moving to his blog, email newsletter, and, most effectively, to his WhatsApp channel. He even shares early drafts of chapters there, driving excitement. Initially, his growth slowed, then accelerated beyond what social media alone could achieve.
If your website only ranks on keywords, its foundation is weak.
A truly valuable site meets real market needs, compelling people to seek you directly. Duolingo offers an excellent example here. They pivoted from traditional TV ads to an active presence on TikTok and YouTube Shorts, letting their green owl mascot, Duo, engage humorously with trends. About 80% of their content doesn’t even mention the app. Yet, their follower count exploded from 50,000 in 2021 to 16.8 million by mid-2025.
Another remarkable case is Viv, a period care brand for women. Last July, Viv’s blog traffic surged by 400%, driven mainly by recommendations from AI assistants like ChatGPT and Google Gemini. Detailed, data-rich content addressing safety and transparency helped Viv stand out, leading to a 436% increase in conversions.
Modern founders go beyond keywords, showing up in niche communities, co-creating with partners, and working with micro-influencers. Many also appear as guests on podcasts, where their target customers listen to them directly, creating a human connection that no algorithm can replace.
It’s about being visible where your users already gather, not just where search engines place you.
Use platforms strategically, but don’t become dependent. A resilient business maintains multiple access points: its website, a newsletter, webinars, and even social media platforms.
Modern founders treat platforms as springboards, not crutches. They mix channels and nudge audiences toward spaces they own and control. They tailor content to each platform’s strengths while keeping the relationship firmly theirs.
Indian startups exemplify this through curated WhatsApp communities. StartupLanes built a real-time networking hub of over 100,000 entrepreneurs and investors, entirely independent of traditional digital advertising. Founders engaging smartly in these WhatsApp groups signal credibility and hustle directly to angel investors.
While writing this post, I revisited a YouTube channel we created nearly twenty years ago for my software products business, later acquired by a US firm. We had uploaded professional demos and marketing materials, yet none contained informative or educational content beneficial to our target customers. This realisation is a critical lesson for new founders and business leaders: genuinely informative, helpful content that is easy to follow wins in the long term.
The internet landscape is rapidly evolving. AI Mode may be convenient for users, but as founders, we can’t afford complacency as referral traffic declines.
We must proactively build and nurture direct, lasting relationships with our audiences.
Reflecting on why I wrote The Founder Catalyst book (Available on Amazon worldwide), it wasn’t to deliver theories but practical, grounded insights from my journey.
