Daniel Rubach

[Aleyda Solis 🕊️ @aleyda]

🚨 Organic clicks aren’t just being “stolen by AI Overviews”. They’re being reallocated across the SERP, and a big chunk is going to ads. 👇

I dug into @Similarweb's SERP composition + click share data across a few verticals showing a similar pattern, and here's the outcome of four of them in The US, comparing Jan 2025 vs Jan 2026:

Classic organic click share dropped in every single vertical… but the most consistent “winner” wasn’t AI. It was Text Ads (and PLAs in product categories).

What changed (Jan 2025 to Jan 2026).

1) Classic organic lost big across the board

Headphones: 73% to 50% (-23pp)
Jeans: 73% to 56% (-17pp)
Greeting cards: 88% to 75% (-13pp)
Online games: 95% to 84% (-11pp)

2) Text Ads surged in every vertical (biggest consistent shift)

Headphones: 3% to 16% (+13pp)
Jeans: 7% to 16% (+9pp)
Greeting cards: 9%to to 16% (+7pp)
Online games: 3% to 13% (+10pp)

3) Product verticals got the double hit: Text Ads + PLAs

Headphones paid share (Text Ads + PLAs): 16% to 36%
Jeans paid share: 18% to 34%
Greeting cards paid share: 10% to 19%

4) AI Overviews expanded… but impact varies massively by vertical

AIO presence jumped everywhere (ex: ~33% of headphone SERPs, ~12% for jeans), but this dataset is about presence, not direct click attribution.

5) The “organic-to-paid migration” is real

The same players losing organic clicks are often buying back visibility via paid (think: Amazon/Walmart in retail-heavy spaces; gaming sites ramping paid as competition thickens).

And one more important nuance: in some verticals, total clicks on top queries also shrank, meaning it’s not only share shifting, the whole click pie can get smaller.

---- It's time to stop framing organic search traffic drop as only an AIO problem!

Read my full analysis - Search Isn’t Just Turning to AI, it’s being Re-Monetized:

https://t.co/M6YtZnFc9P

[0⚡7 @0_7_user]

Meine Damen und Herren, der Gesundheitsminister der Vereinigten Staaten von Amerika.

[Stromnetz Berlin Störungsinformationen @Stromstoerung]

Achtung: #Stromausfall in Teilen von #Berlin #Altglienicke. Ab ca. 19:30 Uhr ist der Strom wieder da. Mehr Informationen zum betroffenen Gebiet: https://t.co/eLIE3e46o4

[Daniel Rubach @Dan_Rub]

@manuelregidor @adsliaison @prakash_durg @GoogleAds Not sure if a reupload makes sense here and if this will be fixed with the broken data (and if really needed) Bidding should react soon and traffic will come back hopefully.

[Daniel Rubach @Dan_Rub]

@manuelregidor @adsliaison @prakash_durg @GoogleAds It’s resolved since yesterday 9th December - a fix got implemented.
But no official announcement here -> https://t.co/sHN0rfr3rX

[Daniel Rubach @Dan_Rub]

@prakash_durg @GoogleAds Seems to be a bigger issue an GoogleAds- we heared about similar developments.
Do you have countries with this patterns outside of Europe?

[Künstliche Intelligenz @KI_Agent]

AOL stellt seinen Internetdienst per Datenfernübertragung (DFÜ) am 30. September 2025 nach 34 Jahren ein. Hier noch einmal der berühmte Handshake-Sound des DFÜ-Modems.

[Daniel Rubach @Dan_Rub]

@Telekom_hilft Werde dann wohl zu euch wechseln! 🙌

[Daniel Rubach @Dan_Rub]

Stelle gerade fest, das ich im @vodafone_de CallYa AllNet Flat M Tarif mit 20GB Datenvolumen -> 5 GB Highspeed (5G + LTE) und 15 GB mit 64 kbit/s bekomme. Was für eine Abzocke!!!
Mit 64 kbit/s sind 15 GB absolut sinnlos und irreführend!!! @IfV_Bund
Und nirgendwo eine Info dazu!

[Daniel Rubach @Dan_Rub]

@Telekom_hilft Danke Marco! Bei euch habe ich auch schon geschaut und das ist es transparent und klar. Bei #vodafone steht was aber nicht ab welcher Volumengrenze die Geschwindigkeit begrenzt wird.
Bei 18GB oder so wäre es noch ok gewesen aber 15€ für 5 GB (effektiv) zu zahlen ist schon hart!

[Ole Lehmann @itsolelehmann]

While the West crumbles, one Eastern European nation is quietly building a superpower:

• Outpacing US economy
• Strongest military in Europe
• Silicon Valley's new favorite $62.7B hub

The rise of Poland is the greatest story nobody's talking about 🧵:

[Barry Schwartz @rustybrick]

Google earnings are out https://t.co/Jq6Kyviw47

[Daniel Rubach @Dan_Rub]

Since 19.09 - 9pm (CET) we noticed strong increases in CPC and Traffic for Text and CSS Ads on Google (Europe)
Does anyone experience same trends?
#ppc #GoogleAds #ppcchat #ppchat #google

[Daniel Rubach @Dan_Rub]

@Stromstoerung Und nun ist das Internet & Telefon weg (Vodafone)

[Daniel Rubach @Dan_Rub]

@Stromstoerung Gerade angerufen und die automatische Ansage meinte, dass es noch bis 18:30 dauern könnte.

[Daniel Rubach @Dan_Rub]

@SBahnBerlin könnt ihr eure S-Bahnen bitte auch beheizen?
Es ist in der Bahn genauso kalt wie draußen. Was ist da los????

[Shahak Shapira @ShahakShapira]

Stop selective Humanism. Stand with humans. Longer version in first comment!