Nearly three decades ago, two graduate students at Stanford University — Larry Page and Sergey Brin — started a research project called Backrub. That project eventually evolved into what we now know as Google. But it didn’t just create a search engine — it shaped the foundational business model of the modern web.
The agreement Google struck with content creators was straightforward: allow us to index your content for search, and in return, we’ll drive traffic to your site. As a content creator, you could then monetize that traffic in three main ways: by displaying ads, offering subscriptions, or simply enjoying the satisfaction that your work was being seen and appreciated.
Google made all of this possible. Their search engine brought the traffic. They acquired DoubleClick and launched AdSense to help creators monetize through advertising. They also acquired Urchin, which became Google Analytics, enabling creators to understand their audience in detail.
For nearly 30 years, this symbiotic relationship defined how the internet worked — and helped it grow.
But now, that dynamic is shifting. For the first time ever, the number of searches conducted on Google is declining. What’s emerging in its place? AI.
Nearly three decades ago, two graduate students at Stanford University — Larry Page and Sergey Brin — started a research project called Backrub. That project eventually evolved into what we now know as Google. But it didn’t just create a search engine — it shaped the foundational business model of the modern web.
The agreement Google struck with content creators was straightforward: allow us to index your content for search, and in return, we’ll drive traffic to your site. As a content creator, you could then monetize that traffic in three main ways: by displaying ads, offering subscriptions, or simply enjoying the satisfaction that your work was being seen and appreciated.
Google made all of this possible. Their search engine brought the traffic. They acquired DoubleClick and launched AdSense to help creators monetize through advertising. They also acquired Urchin, which became Google Analytics, enabling creators to understand their audience in detail.
For nearly 30 years, this symbiotic relationship defined how the internet worked — and helped it grow.
But now, that dynamic is shifting. For the first time ever, the number of searches conducted on Google is declining. What’s emerging in its place? AI.