Скачать или смотреть The Great Decoupling: Google's Impact on B2B Organic Traffic

The provided text, "The Great Decoupling: How Google is Severing the Link Between Search & Your B2B Website," explains *Google's strategic shift* to directly answer user queries on its own search results pages, reducing the need for users to click through to external websites. This *"Great Decoupling"* is facilitated by features like Featured Snippets, Knowledge Panels, and particularly, Search Generative Experience (SGE), which uses AI to provide immediate summaries. The article outlines how this shift *undermines traditional SEO by reducing organic click-through rates* and making "informational" content less valuable for driving traffic to B2B websites. The author argues that this will lead to *eroded lead generation, increased customer acquisition costs**, and a **commoditization of expertise* for B2B companies. Ultimately, the source suggests that *B2B marketers must adapt* by diversifying traffic sources, building owned audiences, and creating uniquely valuable content to combat Google's increasing control and extraction of value from published information.