The introduction of Google’s generative AI features, such as AI Overviews, poses significant challenges for lifestyle publishers who rely on evergreen content to draw traffic. Since May 2024, many have reported a 30% to 50% drop in search referral traffic, despite stable impressions. Consequently, these publishers are adapting their strategies by focusing on optimizing content that still garners clicks and moving away from basic queries. They face the daunting task of shifting longstanding editorial strategies designed for search engine performance, seeking new ways to engage audiences in an AI-driven landscape.
Lifestyle publishers are adapting their strategies in response to Google's generative AI features, which threaten traditional evergreen content that drove their traffic.
With the rollout of AI Overviews since May 2024, many lifestyle publishers report a significant decrease in Google Search referral traffic.
Rather than panic, heads of SEO are refocusing efforts on optimizing high-performing content and changing their editorial strategies accordingly.
The challenge lies in evolving editorial practices that have long been dedicated to SEO, with a shift towards content that resonates with AI and user search behaviors.
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