Duane Forrester Argues Offer Quality Now Matters More Than Traffic Channel as AI Agents Close Sales

Duane Forrester argues in a Search Engine Journal column that the total pool of web traffic is shrinking and that the specific channel supplying visits matters less than it used to. For traffic-dependent businesses, a visit is now only a step toward a sale, and AI agents increasingly complete that final step. He argues the work starts with the offer itself.

Why it matters: Marketers who depend on site visits need to rethink their funnels around offer clarity, since AI agents may complete the purchase without a human ever reaching a conversion page.