Late last year, Jan van der Crabben’s AI fears materialized. His World History Encyclopedia — the world’s second most visited history website — showed up in Google’s AI Overviews, synthesized and presented alongside other history sites. Then, its traffic cratered, dropping 25% in November.
Van der Crabben, the website’s CEO and founder, knew he was getting a preview of what many online publishers may soon experience. His site built a sizable audience with plenty of help from Google, which still accounts for 80% of its traffic. But as AI search and bots like ChatGPT ingest and summarize the web’s content, that traffic is starting to disappear.