With the rise of AI tools, the publishing industry is facing a threat known as "Google Zero." Many media executives are concerned that Google's AI features will lead to a significant drop in website traffic. In July, Google launched its latest AI tool in the UK, and many publishers have warned that the already reduced traffic may decline even faster.
Google's AI model provides detailed answers at the top of search results and even summarizes the results without users clicking on the source website. Sean Cohen, CEO of Immediate Media, said, "We have indeed felt the impact of AI summaries. The progress of AI is exponential, and we must assume that future traffic declines will be quite significant."
A report by Enders and the Professional Publishers Association found that about half of the publishers reported a drop in search traffic over the past year. The report pointed out that AI summaries are eroding website visits, with 40% of users relying on "zero-click search results" in their searches.
Recent studies show that when AI summaries appear in search results, the probability of Google users clicking on links decreases significantly. Although Google has opposed this, stating that these reports have "fundamental flaws" in their methodology and emphasizing that overall traffic remains relatively stable and the quality of user clicks has improved.
In this context, publishers are actively seeking new development paths. Neil Vogel, CEO of People Inc., mentioned that "Google Zero" has become the core of its strategy. The company rebranded from Dotdash Meredith to People Inc. to reflect its people-centered news philosophy. He believes that Google's search referral traffic has dropped from 65% five years ago to 30% today.
Publishers are also exploring diversified revenue models, such as attracting audiences through live events and conferences. Cohen of Immediate Media stated that the key is to build direct relationships with readers through digital subscriptions to cope with the decline in search traffic.
In addition, publishers are actively adapting to this change. Pierce North, CEO of Reach, stated that they are working to build a diversified source of traffic to reduce reliance on Google. Other publishers are seeking new revenue opportunities through platforms such as social media, newsletters, and Apple News.
Key Points:
📉 Decline in media traffic: Many publishers have reported a significant drop in search traffic due to the introduction of Google AI tools.
🛠️ Diversification strategies: Publishers are responding to the traffic crisis by hosting events and enhancing subscription models.
🔍 Reducing reliance on Google: The industry is working to build diverse sources of traffic to reduce dependence on Google search.
