Summarize by Aili
Search traffic declines and what to do
๐ 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.
๐ 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
ยฉ 2024 NewMotor Inc.