The sites that come through this intact all have one thing in common. They own something a language model can’t just restate. Everything else is downstream of that. Start with the damage, because it’s worse than the averages suggest and it isn’t distributed evenly. Over roughly two years, small publishers lost about 60% of their search referrals. Mid-sized sites lost around 47%. The big ones lost 22%. Google Search page views across the web fell about a third in a single year.