Hi everyone, this is Neo.

Lately, a wave of anxiety has been sweeping through the cross-border ecommerce and independent site communities. You’ve probably all heard a claim called “Google Zero.”

The core argument goes like this: traffic from Google (both Search and Discover) is plummeting off a cliff — and will eventually hit zero. The reason? Google’s AI Overviews and other “zero-click” features are trapping traffic on Google’s own pages.

A lot of site owners and operators hear this and feel their hearts sink: “Is all the SEO we worked so hard on about to become worthless? Should we ditch Google and pivot to TikTok or social media?”

Today, Neo is going to give you a deep rundown and take, drawing on the latest views of veteran SEO expert Barry Adams and first-hand data I’ve seen.

Conclusion first: Google Zero is a wildly overhyped myth. If you believe it and abandon SEO, that’s the real danger.