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As Google Search Wanes, What’s a Publisher to Do?


The fire hose of traffic that once flowed steadily from Google search is beginning to slow down, and publishers who have long relied on this source are starting to feel the pinch. Long gone are the days when a single source of traffic could sustain a publisher. Today, diversity isn't just important—it's essential. Consumers now expect to be reached where they are with information that matters to them. As consumer behavior and expectations evolve, publishers must keep pace to remain relevant. This is where Pushly comes into play.


GenAI Takes the Search Stage

By now, you’ve heard about (and likely experienced for yourself) the ways in which Google search is changing. Google is in the midst of significant changes to its search algorithms and user experience, particularly with the introduction of Generative AI (GenAI). These changes are aimed at enhancing the search experience by providing more personalized and contextually relevant results, but they also represent a fundamental shift in how search traffic is generated and what content gets priority in search results.


Why is Google making these changes? The rise of AI-driven search capabilities reflects a broader trend in technology, where machine learning and AI are increasingly being used to anticipate and meet user needs more effectively. In short, the ways in which people search for and receive information online is changing. When behaviors and expectations change – Google adapts to maintain its leadership in the space. That’s just what Google does. 


The wheels are already in motion for these changes, with some elements of GenAI already being rolled out with more to come soon. 


The Impact on Publishers

So, what does this mean for publishers? For years, search traffic has been a lifeline for media companies, especially as social media has had its share of changes, leaving that traffic source increasingly unstable. With these new search changes, a lot is at stake.


Most publishers rely heavily on Google Search for their traffic. About 30% of traffic for the top 100 publishers came from Google in April 2024, according to data provided by Similarweb. Google accounted for 72% of organic traffic to Forbes and 60% of traffic for the websites of USA Today, Business Insider and Newsweek. Where there is audience, there is revenue. These changes make it imperative to find alternative ways of reaching audience. 


Diversifying traffic sources isn't just a defensive strategy; it’s a proactive approach to building a more resilient and sustainable traffic and revenue model. By exploring new avenues for audience engagement, publishers can mitigate the risks associated with over-reliance on any single platform.


Enter Pushly

Push notifications offer a powerful solution for publishers looking to connect with audiences in new ways. 


Pushly allows readers to opt in for notifications – creating a desired direct one-to-one relationship between  publisher and reader, ultimately cutting through the noise of social media and overflowing inboxes. Whether it’s breaking news, special offers, or personalized content, push notifications deliver the information that users care about straight to their screens.


One way Pushly enables this is through segmentation and targeting, allowing publishers to send tailored messages to different audience segments based on their behavior and preferences. Real-time analytics provide immediate feedback on the effectiveness of each campaign, enabling publishers to adjust strategies on the fly.


Case studies show that with Pushly, publishers can see significant improvements in traffic and engagement, all with an easy implementation process that can be up and running in no time. The benefits are clear: higher visibility, direct engagement, increased click-through and engagement rates, and in turn, increased revenue. 


Ready to learn more about how Pushly can help you diversify your traffic sources? Drop us a line here.



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