The Death of Information Site & What's Next

Insight

The "Old Way" is that you build authority by publishing high volumes of content. Between 2016 and 2023, that worked—we hit 10 million views a year just by out-writing everyone.

But then AI came.

I tested a theory: I used AI to publish 1,000+ pages on personality psychology. I got instant topic authority and hit 10k/mo visitors in weeks.

That’s when I knew we were in trouble. 

If anyone can have topic authority in weeks, then no one has it. If AI can write the articles, it already knows the information. Why would a user visit a website just to read a static article they could ask an LLM about directly?

The New Insight is that the future of the web isn’t Information; it’s Context. The real advantage is no longer knowing the facts; it’s knowing how to structure information into Semantic Ontologies that LLMs can "feast" on.

You don't build a site for humans to read; you build a coherent context for AI to interpret.

For humans, you need to build something else—something with value that LLMs cannot replicate.

The Deep Dive

The Shift: From Information to Experience I realized that if a website is going to survive, it can no longer just be a place you visit to read.

It has to become a place where you can have a unique experience—a place where you can actually do things and achieve a specific goal that cannot be done via a general LLM.

To this end, I wanted to test these ideas by building an AI Directory using a Semantic SEO methodology.

• The Architecture: We didn’t just list tools. We organized them by Industry, Department, Use Case, and Tag. We mapped 100+ tools to hundreds of resources—case studies, frameworks, and playbooks.

• The Goal: To create a "window" or "filter." By providing this structured context, we give the AI a way to produce more useful and accurate responses than it could on its own.

• The Result: Traffic jumped to 15k/mo, and here’s the kicker: most of that traffic is coming from LLMs. The AIs are using our organizational structure to understand the market.

The Future: The Experience Layer 

This was our MVP. If this project continues to grow, I will add the Experience Layer.

The "experience" will be an AI Agent deeply trained on this data, featuring its own RAG (Retrieval-Augmented Generation) and system prompts designed for this specific work. Because it has this unique, deep context, it will produce the most useful and accurate responses in the industry.

This is the only reason left to visit a website: to have an experience that an external AI cannot replicate.

What this means for you: 

Stop building information sites.

Start building "Context Engines." If you want to see the Directory in action and how we’ve mapped these relationships, you can check it out here:

Link: Explore the AI Directory

Talk soon,

Stefan