For a decade, our job was to build bridges: links that brought users from Google and social media to our most valuable asset, our website.

Today, the platforms are blowing up those bridges.
Google, with its AI answers (Gemini) that synthesize information, is making the click to your site less and less necessary.
Meta (Facebook/Instagram) and X are optimizing their in-app browsers and "reader modes" so the user never has to leave their ecosystem.
Their goal is simple: to keep 100% of the user's attention. Your website is a leak in their system, and they are plugging it.

The consequences are brutal and are completely redefining our strategy.

1. The Death of Referral Traffic.
The era where a viral post on Facebook could guarantee a massive traffic spike to your blog is dying. Platforms are no longer traffic distributors; they have become final destinations.

2. The Role of the Website is Radically Changing.
So, what's a website for anymore? Its mission has changed. It's no longer a "destination" for humans; it's a "database" for AI. 🤖
Its primary audience is no longer just the consumer, but Google's algorithm, which comes looking for information to build its own answers. We no longer write for a click; we write to be cited.

3. The Urgent Renaissance of "Owned Media".
Faced with this loss of control, the only viable strategy is a return to the fundamentals. The audience you build on the "rented land" of Meta and Google is volatile. You have to bring it back to land you own.
Your newsletter, your app, your community (Discord, Circle, etc.)... These are no longer just channels. They are your lifeboats. 🚤

The game is no longer about attracting one-time visitors, but about transforming every touchpoint into an opportunity to build a direct and lasting relationship with your audience.