Decline in Google Search Traffic and its Impact on Publishers

Declining Google search traffic has emerged as a significant issue, with forecasts indicating a 40% drop over the next three years, as revealed by data from the University of Oxford’s Reuters Institute. Publishers and media organisations are already experiencing a continuous decrease in website visits as zero-click AI summaries are increasingly taking the place of conventional search results.

Impact of Google’s AI Overviews

The report identifies the turning point as being linked to the introduction of Google’s AI Overviews, which now prominently feature in many areas of the search experience by providing instant summaries instead of directing users to publisher sites. More than 33% of new websites globally have reportedly experienced a loss in Google search traffic, with an even more pronounced decline of 38% observed in the United States.

Content Specialisation Affected

Nic Newman, a senior research associate at the Reuters Institute, noted that publishers focusing on lifestyle or utility content, including weather updates, TV guides, or horoscopes, are particularly likely to have felt the impact.

Publishers Adapt to New Formats

The decrease in search referrals is driving a transition from traditional text-based articles to media formats such as YouTube, Instagram, podcasts, and short-form video. In response to the changing landscape, publishers are placing greater emphasis on original reporting, explanatory journalism, and human-led storytelling to stand out from AI-generated summaries.

Investments in Multimedia Content

Data indicates a substantial 79-point increase in planned investments in video and audio content. This shift is further bolstered by the rapid expansion of the creator economy, with 70% of news executives expressing concerns about the growing impact of independent news creators and social media influencers.

Exploring New Revenue Streams

In parallel, 20% of publishers are considering licensing agreements with AI platforms as a potential avenue for increased revenue, although nearly half of them maintain that such arrangements may not replace traditional income sources like advertising and subscription fees.

Answer Engine Optimisation (AEO)

News organisations are also focusing on Answer Engine Optimisation (AEO), which involves structuring content to ensure it is easily interpreted and utilised by AI systems. This strategy aims to enhance visibility within AI-enhanced search tools and boost the chances that publishers’ reporting is quoted in AI-generated summaries.