"The Bulwark is one of them. Jonathan V. Last, the top editor at the center-right news and opinion site, said search was "at the very, very bottom" of his publication's growth drivers. The Bulwark, which launched in 2018, has become a prominent publisher on Substack and YouTube by leveraging anti-Trump sentiment among Republicans. "Google going to zero will not impact us at all," Last said."
""Google Zero," an imagined future in which Google stops sending web surfers to external sites and answers all search questions within its own platform, has become a morbid talking point in media circles. It's not so far-fetched. People have become less likely to click on external links since Google introduced AI summaries in its search results, a Pew Research Center study found."
The Bulwark has deprioritized search as a growth channel, relying instead on Substack, YouTube, and niche political appeal. 'Google Zero' refers to a possible future where Google answers queries without sending users to external sites. AI-generated summaries in search results have reduced clicks to external links, according to Pew Research Center. Some media startups intentionally avoid dependence on referral traffic from major tech platforms after previous generational losses when platform algorithms shifted. Major digital publishers like Vice, BuzzFeed, and others saw valuations and traffic decline when platform access waned. The shifting search landscape has broad implications for consumers, advertisers, and publishers.
Read at Business Insider
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