“the big thing we've discovered is Google wants the number one source of traffic to the internet is now no longer the sole default right so if you're a builder or a marketer right and your job is to get your product in front of someone seo your website your content that was it and that fractured a lot over the last two years.”

SEO is the first channel fracturing — AI has broken the 30-year Google discovery moat

Crowley compares AI-driven SEO disruption to the shift from desktop to mobile: a total rebuild is required, but existing SEO cannot be let to decay. Traffic drops of 30–40% year-over-year are hitting major publishers. Consumer subscription founders need LLM-native discoverability strategies now, even while maintaining Google SEO, because the two audiences and intents are increasingly distinct.