AI Halftime Report H1 2025

It’s halftime.

The first half of 2025 brought major shakeups in SEO, AI, and organic growth – and it’s time for a reality check.

Traffic is down, revenue is … complicated, and large language models (LLMs) are no longer fringe.

Publishers are panicking, and SEO teams are reevaluating how they measure success.

And it’s not just the tech shifting; it’s the economy around it. The DOJ’s antitrust case against Google could reshape the playing field before Q4 even begins.

In today’s Memo, I’m unpacking the state of organic growth at the…