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Search traffic declines and what to do

๐ŸŒˆ Abstract

The article discusses strategies for publishers to address declines in search traffic, how to communicate these changes to executives, and explore new avenues to connect with audiences.

๐Ÿ™‹ Q&A

[01] What to do about falling traffic

1. Questions related to the content of the section?

  • What opportunities exist to combat declines in traffic from search?
  • The article suggests several approaches:
    • Conduct a "kitchen sink" approach to remediation, addressing site-wide issues rather than cherry-picking technical fixes
    • Analyze data from Google Search Console to identify topic areas where rankings have improved or declined, and review content quality and optimization in those areas
    • Leverage evergreen and recirculation content, promoting high-performing stories across homepages, social, and newsletters
    • Invest in "mega durable content" that demonstrates topic authority and creates linking opportunities
    • Experiment with new content formats and angles, such as writing off other publishers' coverage or providing daily content on high-interest topics

[02] How to communicate with the C-suite

1. Questions related to the content of the section?

  • How should publishers approach leadership questioning the importance of search traffic and traffic metrics in general?
  • The article suggests:
    • Search traffic is still a significant driver of revenue for many outlets, so it remains important even if the numbers are declining
    • The C-suite is focused on performance and efficient ways to drive it, so it's important to communicate changes and their potential impact
    • Effective communication involves building confidence and support, keeping leadership informed on the evolving landscape, and providing honest assessments of the situation

[03] What other avenues exist?

1. Questions related to the content of the section?

  • What other platforms and channels are publishers exploring beyond search?
  • The article mentions several emerging avenues:
    • Newsletters, including short-run, mini-courses, and event-based newsletters, to engage audiences more intimately
    • Reddit, which is seeing increased traffic and visibility on Google search results
    • WhatsApp Channels, which allow publications to broadcast content and foster community engagement off-site
Shared by Daniel Chen ยท
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