Yet another new report shows that Google’s AI-generated answers is significantly cutting into traffic to publishers.
The analysis from Digitial Content Network, which includes data from major media brands, shows referral traffic from Google dropping by up to 64% for some publishers year-over-year. The core reason? Google’s SGE/AIO increasingly removes the need for users to visit actual websites.
For SEOs and content marketers it continues to signal a major shift in the web eco-system:
- Zero-click Google hits are becoming the norm. If your content appears in AI summaries, you may get brand visibility – which most consider to be useless in the short term and an insult in the long term.
- Keyword targeting won’t be enough. Brands will need to rethink there entire web strategies around authority, original reporting, and unique data that AI can’t easily summarize.
- Owning your audience is critical. With Google taking more real estate, driving traffic via newsletters, communities, and direct channels will be essential.
As the CEO and founder of Pubcon and WebmasterWorld., Brett Tabke has been instrumental in shaping the landscape of online marketing and search engine optimization. His journey in the computer industry has spanned over three decades and has made him a pioneering force behind digital evolution. Full Bio
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