There has been a slow squeeze by the Internet powers that be to keep web traffic. This has quite possibly lessened the traffic to your website.
For example, social media used to be a great way to generate traffic to your site. And depending on how you use it, it could still be effective. But social media companies depend on advertising, and if you are content and not a paying customer, they have made a decision to reduce the exposure of links off of their sites. Oh, you can still post. But the visibility of those posts has been diluted over time. If you look at Facebook Page traffic, you can A/B test with a link outside of Facebook and see what I mean.
Now the search engines are in on the act. For many, many years, most web sites primary traffic source has been Google. But now due to AI narrative results for inquiries on Google, the links to the source of information has been reduced by the actual inclusion of that information on Google’s site. Bing is no different. I will admit, this is helpful for the searcher. It is not as helpful to the information provider.
This AI evolution/revolution is still very early and there are, I’m sure, a lot of legal and strategic changes ahead in how it is used by both AI providers and the content providers that are seeding them. It is best to monitor your site’s traffic and see what opportunities might be available to you.