If you’re under 35, the honest answer is probably somewhere between two and five. The rest went somewhere else — a Reddit thread someone forwarded you, a TikTok that came up in your feed before you even thought to search, a quick question dropped into ChatGPT while you had three other tabs open. Google was in the mix, sure. But it wasn’t the reflex it used to be. That reflex has fractured, quietly and without much fanfare, over the past two or three years. And the people whose businesses, content strategies, and careers depend on search traffic are only just starting to feel it.