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I don’t think it’s gotten _easier_ for anyone, and depending on what vertical you’re in it may have gotten substantially more difficult.
I do a lot of work in the technical/development SaaS space which I think undeniably has seen a massive amount of search evaporation from AI uptake by devs.
Stackoverflow is one example, but I think maybe the more compelling one is what has happened with Tailwind where the drop in organic search traffic to their docs really crashed their whole business model.
I’ve also seen real stats of a few devops heavy YouTube channels that were publishing how-to and troubleshooting content hit with large declines.
In the non dev tech areas (mostly cybersecurity), a lot of the standard b2b content playbook has also been disrupted as the search journey from low-intent and high traffic numbers have fallen from AI Overviews. The CTAs, pdf whitepapers, webinar signups, etc. that were used to move people further down the funnel from those low-intent/high-traffic pages have declined pushing the companies to boost spend on PPC/lead gen instead of investing in organic.
