Age of AI
What is struggling
Tactics that are weaker than they used to be.
- Thin "content farm" pages – search engines say they target unhelpful, mass-produced content (Google).
- Relying purely on informational search traffic – AI summaries can answer simple questions without a click (Pew).
- Buying email lists and blasting – inbox providers' sender rules make this much harder (Google, Yahoo), and it's generally unlawful without consent in the UK (ICO).
- Judging email by open rates – privacy features have made opens unreliable (Apple).
Sources:
- Google Search Central: Creating helpful, reliable, people-first content
- Pew Research Center: Google users are less likely to click on links when an AI summary appears in the results (July 2025)
- Google Workspace Admin Help: Email sender guidelines
- Yahoo Sender Hub: Sender best practices
- ICO: Electronic mail marketing (PECR guidance)
- Apple Support: Use Mail Privacy Protection on Mac