Chegg, a leading edtech company, is in an unexpected battle with Google.
In February 2025, Chegg sued Google for allegedly using its content in AI Overviews without directing users to its website.
For years, students flocked to Chegg for explanations and textbook help, many arriving via Google searches. But now, Google’s AI Overviews display those answers directly in search results, cutting Chegg out of the equation.
They say their non-subscriber traffic dropped by 49% in January 2025, and they lost 21% of their subscribers in the last few months of 2024. The situation is so dire that Chegg is considering selling the company or going private.
But this isn’t just a Chegg’s problem—it’s a wake-up call for any business that depends on search engines for visibility and customers. Google’s shift toward AI-powered answers is rewriting the SEO rulebook, forcing businesses to rethink their digital marketing strategies.
Whether or not Chegg wins in court, the real lesson here is about survival in a rapidly shifting landscape.
Here are three key takeaways for businesses that want to stay ahead.
1. Don’t Put All Your Eggs in One Basket
Relying too much on a single platform is a risky game.
We’ve seen this before. Small businesses that built their entire audience on Facebook watched their organic reach disappear overnight when the algorithm changed. E-commerce brands that depended on Amazon saw their sales plummet when Amazon launched competing products.
Imagine a small bakery counting on foot traffic from a busy street. If construction shuts down the road, sales plummet. The same happens online—those who don’t diversify their marketing channels risk losing customers when digital landscapes shift.
Instead of putting all your eggs in one basket, spread your reach.
You can drive business through Instagram posts, email promotions, and local Google ads instead of relying solely on search traffic.
That way, if one channel falters, others keep revenue flowing.
2. Own Your Audience, Not Just Your Content
If you don’t control how you connect with your customers, someone else will.
Look at e-commerce brands that built their entire business on Instagram. They amassed huge followings and made millions—until an algorithm update throttled their organic reach. Almost overnight, sales plummeted.
Don’t build your business on borrowed ground. Platforms can change the rules at any moment, just as Google’s AI shift blindsided Chegg.
Instead, invest in assets you own—your email list, a loyal community, or a branded app—so no single platform can dictate your success.
3. Stay Agile
AI didn’t sneak up on anyone.
The rise of tools like ChatGPT signaled a shift in search, yet Chegg failed to pivot in time. By the time Google’s AI Overviews launched, traffic had already plummeted.
Compare that to Netflix. It started as a DVD rental service but anticipated the shift to digital and moved to streaming before the market changed. Blockbuster, on the other hand, hesitated—and disappeared.
Agility isn’t about reacting to change—it’s about staying ahead of it by tracking trends, anticipating shifts, and experimenting early.
Whether it’s AI, social media, or evolving consumer habits, survival depends on spotting change early and moving fast.
The Big Picture
Chegg vs. Google isn’t just one company’s struggle—it’s a glimpse into the future of marketing.
AI-driven search is shifting power away from businesses and toward the platforms that control the user experience. This is a wake-up call for businesses to diversify their traffic, build direct relationships, and stay agile.
Take these lessons, tweak your marketing playbook, and build a resilient strategy—no matter what Google (or the next disruptor) throws your way.
