In recent years, many online media brands—including leading newspaper and magazine publishers—developed an unhealthy dependency on search and social referrals to grow their audiences.
Google made several updates to its search algorithm in the last year that led to declines in publishers' search referrals and organic traffic.
A Digiday/Arc XP survey of 115 publishers found that 80% saw search traffic declines in 2023.
AI-powered searches are expected to further drive down traffic since they often deliver valuable results without having to link through to the articles they sourced.
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