What? Ask yourself this question. Are you searching more or less Google these days? Less. Everyone says that. Are you using Google for finding what you're looking for? 

More or less? Less. I'm a big Google user, but less is the answer. We've been saying this a long time. How can that not affect your business? To Google's credit, they've got a They've done a great job with injecting AI into their search and making it, evidently making it cost effective, but you've got all these other outlets now that are competing for your attention. 

And so that's the core.