Business Insider cut about 21% of its staff last month, a move CEO Barbara Peng said was aimed at helping the publication “endure extreme traffic drops outside of our control.” Organic search traffic to its websites declined by 55% between April 2022 and April 2025, according to data from Similarweb.
Aside the the spurious and clickbaity nature of BI content, I’ve noticed how Google’s tools reduce my reliance on source content. Why click a link when the information is there?
Aside from well-documented hallucinations, fewer clicks is ultimately helpful for searchers looking for a specific piece of information.