The Show More-Trap –
why Google is now keeping your traffic once and for all

We thought “zero-click” was the problem. It gets worse. Google is currently building higher walls around its garden.

A new test reported by Search Engine Land reveals a dangerous development among mobile users: anyone who clicks on “Show more” in the AI Overviews no longer ends up on your website. Instead, Google pushes the user directly into its own AI mode. There, they can ask follow-up questions and delve deeper into the topic – without ever leaving the Google interface.

The consequence:
the classic sales funnel “interest -> click -> website” is cut off. This confirms the NZZ’s grim prognosis of the “death of the internet”: the search engine is becoming an answer engine that sucks up content but no longer returns visitors.

What does this mean for our strategy?

If Google “locks up” the user, there is only one reason for them to break out: they must want to come to you because they get something from you that Google cannot simulate technically.

AI can replicate text and information. But it cannot replicate real encounters and spatial experiences.

This is exactly where bagless becomes a survival strategy:

instead of hoping that Google will give us traffic, we have to build websites that are destinations.

• A virtual showroom that you have to enter.
• A “chair” that greets me personally (human to human).
• An exclusive event that cannot take place in a text box.

The message of the new Google update is clear:
Those who only deliver content become fodder for AI. Those who create experiences win people over.