Alright, let’s get straight to it. Cloudflare, the big-name company that keeps websites safe and speedy, just did something that’s got SEO folks and digital marketers buzzing like bees on a summer soda can. They’ve introduced a new feature that lets website owners block AI bots unless they pay to crawl your site.
Sounds smart? Maybe. But also, maybe not.
What Did Cloudflare Do, Exactly?
Cloudflare rolled out a thing called “pay per crawl.” Basically, if an AI bot like the one powering ChatGPT wants to scan your website and learn from it, they’ve got to cough up some cash. If you don’t pay, you get blocked. Simple as that.
Now, by default, Cloudflare has started blocking these bots for new sites. That means unless you go into the settings and flick a switch, AI bots can’t access your content. Nada. Zilch.
So why are people losing their minds over this?
The Big Visibility Headache
Most websites want to be seen. Whether you’re selling handmade candles or running a blog about your cat’s daily adventures, visibility is gold. If AI can’t find you, people might not either. Especially as AI-driven search becomes more like your digital butler, answering questions before you even finish asking.
Now, if your site is invisible to AI bots because of Cloudflare’s new settings, you’re basically showing up to a party with an invisibility cloak. Sure, you’re there, but no one knows it.
David vs. Goliath, But Digital
This move creates what I call the “two-tiers of the web.” On one side, you’ve got the big dogs, the Condé Nasts and BuzzFeeds of the world, who can charge bots to access their juicy content. On the other side, there’s everyone else — bloggers, small shops, creators — who might keep their content open just to stay relevant.
It’s like one group is selling tickets to their concert while the other is performing free gigs on street corners, hoping someone drops a coin.
Show Me the Money, But What Kind?
Cloudflare’s current model is one-size-fits-all. Bots pay the same price per crawl, no matter what they’re looking at. That’s a bit like charging the same price to someone browsing your shop window as someone trying on half the inventory. Doesn’t quite add up, right?
Eventually, they plan to offer flexible pricing, which sounds great. But until then, it’s a bit messy.
Who Gets Caught in the Middle?
You know who’s sweating right now? Marketers. SEO pros. Digital teams. This change isn’t just a small toggle. It’s a whole new layer of strategy. Now, they’ve got to manage crawler settings, decide if their content is worth charging for, and explain to confused clients why their traffic dropped like a stone overnight.
“Oh, your AI visibility vanished? Yeah… that’s a settings issue now. Also, maybe a budget issue.”
Yikes.
The Bigger Question: Should the Web Have Toll Roads?
This is the million-pound question. The internet used to be an open playground. If you put something out there, people and bots could see it. Now, we’re entering a world where even machines need a wallet.
Sure, content has value. And yes, AI companies are making bank off our data. But if every site starts charging for access, the internet could turn into a patchwork of paywalls, broken links, and confusion. Imagine asking your AI assistant for tips on the best fish and chips in Soho, and it responds with: “Sorry, that content was too pricey for me to access.”
That’s not the future we were promised.
So, What Now?
If you’re running a site, go check your Cloudflare settings. Seriously. Head over to the “Bot” section and see if AI crawlers are blocked. You might be hiding your content without even knowing it.
Marketers and content creators need to have real chats about how much their content is worth and who they’re okay sharing it with. And AI companies? Well, they might need to start budgeting for access or risk feeding their models with outdated scraps.
We’re entering a new phase of the internet, folks. It’s no longer just about being online. It’s about being seen, valued, and maybe even paid for. And in this new game, even the bots need to pay the piper.
Wole Oduwole, an SEO & Digital Growth Expert is the Founder of SEOGidi. Harnessing with over 10 years of experience to scaling startups and emerging businesses.
