When Google's AI Overviews launched last year, publishers worried they might negatively impact their traffic. It turns out those worries were justified, according to a new report from the Wall Street Journal.
Online news and media publishers have seen their organic search traffic plummet dramatically, with no signs of the trend reversing anytime soon.
Why is this happening? Because users are getting everything they need from AI-generated summaries at the top of the search page, meaning they no longer have to click through to the publisher source to get the information they're seeking.
One of the biggest challenges is the lack of visibility. While AI Overviews often pull directly from publisher content, Google Search Console doesn’t report clicks or impressions from these summaries. As a result, publishers are left in the dark, unable to tell if their content is being surfaced, let alone whether it’s driving any meaningful return traffic.
If this sounds like yet another existential threat for the publishing industry, you're right. But that doesn't mean that it's game over.
Let's dig deeper into what's happening and how forward-thinking publishers can respond.
What Are Google’s AI Overviews?
Google's AI Overviews are summaries that sit atop search results. Instead of presenting a list of external links to publisher content, Google now positions its own summary front and center (and doesn't always cite its sources).
As the data shows, that's very bad news for publishers. Some top-tier publishers report that their organic search traffic has shrunk by more than half over the last couple of years, with most of that decline attributed to AI Overviews and other AI tools like ChatGPT.
It's likely to get even worse. AI Mode, Google's new ChatGPT competitor, enables users to seek answers in a conversational environment with even fewer external links.
Why This Matters
Publishers are accustomed to navigating disruptions to their business models in the digital age. Before the rise of AI, publishers dealt with social platforms that tightened referral traffic rules on a regular basis as well as Google's constantly unclear search algorithms.
AI is different. If such tools are able to summarize publisher content without linking directly to it, this represents a seismic—and likely permanent—shift in how users find and engage with online content.
Why It's Not Game Over
Publishers may be tempted to hit the panic button. Our advice? Refocus on building and strengthening direct relationships with your readers.
Instead, here are three steps that publishers can take to adapt... and how Disqus can help.
Double Down on Direct Engagement
If search traffic is drying up, it’s time to go back to basics and reinforce your direct channels to audiences. Build email lists. Launch newsletter and digest products. Enable site experiences that keep readers coming back—and that's where Disqus comes in.
Disqus comments and engagement tools create interactive experiences for users and build on-site communities. Engaged audiences stay on-site longer and, thanks to our email and web notifications, keep coming back to continue their engagement.
Monetize Onsite Moments
When traffic is harder to come by, publishers need to maximize every visit. Disqus lets you layer monetization into the on-site experience—without sacrificing engagement.
As an example, Disqus Polls come with responsive ad placements that adapt to your site layout, including high-traffic sections like your homepage, and open up new inventory directly next to where your audiences are most engaged.
Prioritize First-Party Data
Direct relationships with audiences rely on first-party data.
Disqus offers SSO and email subscription tools that power registrations and help you build a sustainable first-party data set, providing you with a foundation for driving better relationships with your users beyond AI's reach.
Final Thoughts
It's true that publishers will need to evolve if they want to survive, and some have already begun to license content directly to AI companies to ensure their content drives revenue.
Publishers who offer meaningful on-site experiences, build direct relationships with audiences, and unlock new monetization opportunities will be better equipped for the future-shock of AI today and tomorrow.
Want to see how Disqus can help you build a more resilient business? We're here to help.