Why Website Traffic Is the Wrong KPI in 2025 – The Kalicube Process Explained
More Traffic ≠ More Sales.
In this video, Jason Barnard explains why website visits are no longer the metric that matters — and how The Kalicube Process shifts your digital strategy to where decisions actually happen: Google SERPs and AI engines like ChatGPT, Perplexity, Gemini, and Bing Copilot.
Spoiler: Your website should no longer be designed to attract traffic from search. It’s meant to educate algorithms — so they can guide your audience to the perfect click without ever leaving the platform.
At Kalicube, while website clicks go down, revenue goes up — 6X growth in 4 years using this model.
In this video, you’ll learn:
Why impressions are rising while clicks fall (and why that’s good)
How to build your brand for visibility in AI, not just search
What Rand Fishkin’s “zero-click search” data really means
Why most sales funnels now happen off-site — and in AI conversations
How The Kalicube Process makes your brand the solution people trust
This is how CEOs and CMOs future-proof their digital presence in an AI-driven world.
Want AI engines to represent your brand — not your competitors?
Book a call with Jason: https://kalicube.com/book-discovery-call
Learn more about the Kalicube Process: https://kalicube.com/the-kalicube-process/
Timestamps for easy navigation
00:00 Why impressions are rising while clicks fall (and why that’s good)
02:00 Why most sales funnels now happen off-site — and in AI conversations
02:37 What Rand Fishkin’s “zero-click search” data really means
03:19 How to build your brand for visibility in AI, not just search
04:42 How The Kalicube Process makes your brand the solution people trust
Transcript of Why Website Traffic Is the Wrong KPI in 2025 – The Kalicube Process Explained
[00:00:00] Jason Barnard: Hi, I’m Jason Barnard from Kalicube and today I’m going to explain website traffic to your personal website using the Kalicube Process.
[00:00:07] Jason Barnard: Will it increase or not?
[00:00:09] Jason Barnard: The answer is probably not because your website isn’t designed to attract people to it because increasingly, all of your marketing efforts are going to be off your website. So you’ll be building your YouTube channel, your LinkedIn profile, you’ll be guest posting and the amount of traffic that actually comes to your website is not necessarily going to increase. It might but it won’t necessarily increase.
[00:00:34] Jason Barnard: The purpose of your website in the Kalicube process is to serve as central hub for Search and AI, Google, ChatGPT, Microsoft, Perplexity. To serve for them as a centralized source of information about you from you. It replicates your entire digital footprint for them so that they have one simple place to find all of that information. It’s an education hub for Search and AI for Google, ChatGPT, Perplexity, Microsoft, and so on and so forth.
[00:01:05] Jason Barnard: So I thought I’d share some numbers.
[00:01:08] Jason Barnard: As you can see here, the number of impressions, the number of time my website appears in Google search has more than doubled. The number of clicks has gone down. It’s gone down by about 25%. That’s due to the fact that the number of people moving from Google to websites in general has gone down significantly over the last few years.
[00:01:32] Jason Barnard: It’s what we call, on-SERP SEO. So your visibility in Search is now primary, and the actual clicks are less and less. So here we have a case of my website more visible. I’m more visible to users, but I’m getting less clicks because they’re making their decisions more and more on Google, on ChatGPT on Perplexity, especially in the last year or two with these AI engines.
[00:02:00] Jason Barnard: They’re having conversations and people are being brought down the funnel on these AI engines that then mean the number of clicks is less because then people are not visiting the different websites to research. The AI Engine, ChatGPT, Perplexity, Bing Copilot, Google Gemini, are having a conversation and bringing that person down the funnel.
[00:02:20] Jason Barnard: Now, I’ll look at the number of searches for my name has gone up 18% year on year, but the number of clicks, even for my name has gone down. People see my Brand SERPs, that incredible result, and they don’t need to click through to my website because they have all of the information they need right here on the SERP.
[00:02:37] Jason Barnard: Next, to look at why and how the number of clicks through two websites has gone down. We’ll look here, this is 2019. This is SparkToro. It’s Rand Fishkin. And the number of zero clicks searches six years ago was 35%. Move forward. Fast forward to 2024. The number of zero click searches is now 58%. That’s an astonishing change. That means that the number of people going from Google search results to any website has gone down by over 30%.
[00:03:19] Jason Barnard: But for Kalicube, that doesn’t matter.
[00:03:22] Jason Barnard: You can see here the results of the full implementation of the Kalicube Process have seen our revenues multiplied by six. The amount of traffic to my website, my personal website has gone down. The traffic to the Kalicube website has actually gone up, but it’s not thanks to Google. It’s thanks to all of the other efforts we’ve been making on YouTube, on LinkedIn, the articles I’ve written with links through to the Kalicube website, the number of sales calls we get every week has gone up and up and up over the last five years, and the revenue has gone up and up and up and up.
[00:03:56] Jason Barnard: And my sales calls are now people who come to the bottom of the funnel, book a sales call and say to me, I know what you do. I know what I want. I know you are the company because you have the data, you have the tech layer, and you have the experience and expertise and team to do it for me. The only questions now are how long will it take? How much does it cost?
[00:04:19] Jason Barnard: And generally speaking, now, those sales calls with somebody who’s come to the bottom of the funnel researching us across Google ChatGPT, Perplexity. Who have potentially visited the website but not necessarily visited the website as often as they would have done five or six years ago, because they’re doing their research on SERP, on Google and in the AI machines.
[00:04:42] Jason Barnard: The average length of a sales call has gone down from 30 minutes to 15 minutes. I know what you do. I know what I want. I know you are the company to do this because of your experience, your expert team, your data, your tech layer. The only questions now are how long does it take? How much does it cost?
[00:05:02] Jason Barnard: That’s the kind of sales call I enjoy. So the Kalicube Process is a holistic strategy that will optimize your personal brand across your entire digital ecosystem. From YouTube to LinkedIn, to Forbes to all of the other platforms you appear on. We’ll make sure that you are providing the right message to the right people at the right time all the way down the funnel. All of those touch points will make a difference.
[00:05:28] Jason Barnard: The number of visits to your website isn’t the KPI. We focus on the number of conversions and the revenue and the opportunities you get is the KPI that we focus on. Your website is simply a replication of your entire digital ecosystem designed to educate the algorithms so that to all of those touchpoints I’ve just mentioned, YouTube, LinkedIn, Forbes, and so on and so forth.
[00:05:51] Jason Barnard: We can add Google, ChatGPT, Copilot, Perplexity, Gemini, and the billions of people who are asking them niche questions every day. The trillions of niche conversations that those machines are having every day will be added to the impact that your personal brand has on your business.
[00:06:16] Jason Barnard: If you’d like us to help you with that, please do get in contact. We’d love to help. Thank you very much, and I hope to see you soon.
