Based on Similarweb data, Rand Fishkin studied the influence exerted on internet users by analyzing the 5000 most visited websites. Geo: worldwide, important limitation: mobile applications were not included.

Findings:

Search, while being the largest category, is merely a reaction to the influence created in other channels. It rarely creates demand; rather, search transforms interest into answers, navigation, and clicks. Search is a mediator on the internet.
Social media and news outlets are the most underrated channels. Your audience is present in these spaces, influenced by what they consume there, and if you are not there, you will lose to competitors who are. Yes, even in the B2B segment.
AI is evolving, it is popular, but the share of visits to tools like ChatGPT, Claude, Deepseek, and Gemini is only 1/1000 of the amount of enthusiastic press coverage it receives.
If you are concerned about the visibility of your content in AI systems, you should worry not about ChatGPT or Claude, but about Google.

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