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1、1The state of publisher traffic:Framing the evolution and impact of search and referral in 20242Introduction:Search and referral traffic 202324Publishers have faced many changes in recent years,ranging from shifting algorithms across social media platforms to the rise of generative AI and constant u

2、pdates from Google and now,the start of the first phase of the cookies demise.With this,publishers must address the shifts and declines in search and referral traffic.Search traffic,users directed to a publishers site via search engines,has declined overall for most publishers,especially with Google

3、s changes and consumer behavior shifts.In the same timeframe,referral traffic users directed to publishers sites via anything other than search engines(i.e.,social media,news aggregators,etc.),has also fallen as several platforms make significant adjustments.Overall,elements like these led to one cl

4、ear outcome:100%of our survey respondents said the state of search and referral traffic is of moderate to very significant concern.This State of the Industry Report,sponsored by Arc XP,explores how publishers are affected by search and referral traffic,the traffic changes theyve experienced in the p

5、ast year,and what they expect will happen in 2024.Digiday and Arc XP surveyed 115 publishers to understand how these traffic shifts are affecting them and the steps theyre taking to address challenges.Whats in this report01.Introduction:Search and referral traffic 20232402.Search traffic changes by

6、channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publ

7、ishers are approaching 2024(and beyond)Q.To what extent do you consider the state of search and referral traffic to be a concern in 2024?01Very significant Moderately significantNot very significantNot at all significantThe state of publisher traffic:Framing the evolution and impact of search and re

8、ferral in 202478%22%0%0%3Factors impacting traffic shifts in 2023 included declining referral traffic from Facebook,initially emanating from a bug unintentionally introduced during an algorithm update in May.While some had previously been experiencing declining traffic from the social platform,this

9、update caused even steeper declines for many.Another factor is that many platforms are incorporating AI or generative AI in their algorithms offering users the ability to input short questions and receive a summarized response from an AI chatbot which has resulted in traffic being diverted from publ

10、ishers.For example,according to a recent survey,Google introduced AI-generated text in response to specific search queries,leading to decreased traffic for publishers and advertisers alike,including some losing as much as 95%of their Google Search traffic.In our survey,99%of our respondents said the

11、 impact of AI on search and referral traffic is of moderate to very significant concern.With these factors affecting publisher search and referral traffic in mind,the following sections will explore how publishers have been affected by traffic changes in the past year and what they expect will happe

12、n in 2024.This report will focus first on search traffic,then on referral,and then on strategies to respond to the search and referral scenarios described in the coming year.Q.As AI increases in popularity among the general public,how does the technology rank as a concern regarding search/referral t

13、raffic?Very significantModerately significantNot very significantNot at all significantThe state of publisher traffic:Framing the evolution and impact of search and referral in 2024Whats in this report81%18%0%1%301.Introduction:Search and referral traffic 20232402.Search traffic changes by channel i

14、n 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers ar

15、e approaching 2024(and beyond)4One thing is sure in 2024:search is a revenue driver.All our survey respondents said it was moderately to very significant to their annual outcomes.A significant majority(80%)said search traffic was down in 2023.Most(75%)characterized that decline as 1%20%down from 202

16、2.Of the 14%of respondents who measured some search traffic growth in 2024,most(8%)saw it in the 21%40%range.The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Q.To what extent does search traffic impact your annual revenue?Q.By what percentage did search t

17、raffic change in 2023 compared to 2022?Very significant Moderately significant Not very significant Not at all significant Search traffic changes by channel in 202302Whats in this report1%2%8%5%2%76%2%2%0%0%2%0%+61%80%+81%100%+41%60%+21%40%+1%20%0%-1%20%-21%40%-41%60%-61%80%-80%100%Not sure94%6%0%0%

18、01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024 referral

19、 traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)5To understand whats contributing to publishers decreases,one factor is the search engines they rely on for organic and paid search traffic.Other factors include the channels that ar

20、ent performing well,whats changed and how publishers are working to overcome those shifts.Yahoo(88%)and Google Search(84%)topped the list of search channels showing a decline in 2023 over 2022.Bing was the third most commonly cited channel for decrease 78%said so.Some search declines are likely due

21、to some of the AI-related changes mentioned in the previous section.One reason publishers have seen a decrease from Bing could be Microsofts introduction of ChatGPT into the search engine,much like Google introduced its own AI recently.Q.In which of the following channels have you seen a decline(or

22、expect to see further decline)in search traffic?Select all that apply.The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Whats in this reportGoogle SearchYahooBingGoogle NewsGoogle DiscoverAnother search engineNo decreases in search traffic in any of these

23、channelsOther11%0%0%12%32%88%84%78%01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media

24、 and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)6Q.When search traffic declines,what other business areas are affected?Select all that apply.The state of publisher traffic:Framing the evolution a

25、nd impact of search and referral in 2024Whats in this reportSara Carothers,Group Product Manager of experience at Arc XP,cites news fatigue as a reason for some of this decline.News fatigue drives down search overall as many seek to avoid reading negative news.Another trend shes seeing is people hea

26、ding to TikTok and other social platforms to search for information,ushering in a new trend in how the public looks for information.According to our respondents,the primary ways search traffic decline impacts revenue are advertising ROI and affiliate program performance tied at 50%.In third place,at

27、 49%a virtual tie with first and second is the quality of leads and audience.Marketing ROI held a close fourth place among impacts of declining search traffic at 44%.Change in affiliate program performanceAdvertising ROIChange in quality of leads/audienceMarketing ROIDecline in reader engagementAd r

28、evenueChange in competitive positioningDecrease in e-commerce transactionsAd performanceDiminished brand exposure/awarenessInaccurate analysis and reportingSubscription decline or stagnationSEO strategiesReduced conversion rates50%50%49%43%39%38%36%35%31%21%14%10%10%4%01.Introduction:Search and refe

29、rral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024 referral traffic07.Key publisher referr

30、al traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)7While publishers have experienced decreasing search traffic over the past year,many factors this year are making them believe 2024 might be different.There are signs of optimism,with 93%expecting search traffic t

31、o rebound by some amount in 2024,but most(80%)characterize that expectation as a modest improvement of 1%20%.Carothers attributes this perspective shift partly to this being an election year but wants publishers to consider overall changes to how the internet works and how thats likely to affect tra

32、ffic going forward.“Reliably,though,numbers do go up a little bit in an election year because there is a lot more news happening,”said Carothers.“But I think well still see a downward trend overall I dont think well see the referral traffic be like it was in prior election years.I think well see a t

33、emporary bump.Things arent going back to where they were a couple of years ago with the wider trends that are happening.”The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Q:By what percentage do you expect search traffic to change in 2024?Why publishers ex

34、pect search traffic to rebound in 202403Whats in this report0%2%11%80%1%4%0%0%0%0%2%0%+61%80%+81%100%+41%60%+21%40%+1%20%0%-1%20%-21%40%-41%60%-61%80%-80%100%Not sure01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic

35、to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)8Q.How has your

36、team responded to decreased search traffic in the last 12 months?Select all that apply.The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Still,cautious optimism noted by publishers could stem from tactics theyre implementing as search traffic decreases,nam

37、ely,putting more attention on social media in the form of short-form original video content(79%)and generally showing up more in audience feeds(73%).Livestreams and longer-form videos also figure in their responses,coming in third at 68%.Short-form video content capitalizes on the latest algorithm p

38、references of social media platforms,changing consumer behaviors and can often be an easier lift to create than other types of content.For example,some publishers use short-form videos on TikTok or YouTube Shorts to break up longer content,such as a podcast,and then urge users to go to their site fo

39、r the full podcast.This earns attention and drives traffic and interaction to the publishers site.Others are utilizing these platforms to distill quick news stories,gaining audience trust as a publication that makes the news easier to digest.This is winning them loyal subscribers and frequent traffi

40、c to their site.73%68%56%3%1%79%Were increasing our presence across social media channelsWere focusing on creating short-form original vertical content for TikTok,You-Tube Shorts and InstagramWere experimenting with live streams and long-form video content across social channelsWeve begun increasing

41、 direct traffic efforts(newsletters,owned podcasts,etc.)Other(Advertising,focusing more on SEO,or using AI to create or build new content streams):We have not experienced any decline in traffic8Whats in this report01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel

42、 in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers

43、are approaching 2024(and beyond)9As publishers analyze their steps to rebuild search traffic,they encounter specific challenges and obstacles.For example,the two top-cited challenges in 2024 are data analysis and insights(60%)and constantly changing search algorithms and updates(56%).The third place

44、 on their list is a virtual tie focused on the quality and quantity of backlinks(45%)and budgets(43%).The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Q:What are your teams primary challenges around responding to declines in search traffic?Select all that

45、 apply.Publishers search-traffic challenges in focus04Whats in this reportConstantly changing search algorithms and updatesData analysis and insightsBacklink qualityLack of budgetAddressing UX to improve search rankingsContent relevanceKeyword competitionLack of internal buy-in(need to educate stake

46、holders)Lack of internal resources(staff,for example)Local SEO optimizationTechnical SEO issuesStaying vigilant to competitors actions60%56%45%43%39%38%29%20%16%11%10%4%01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traff

47、ic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)10The state o

48、f publisher traffic:Framing the evolution and impact of search and referral in 2024Whats in this reportBetween conducting thorough site audits,analyzing site analytics and server logs,and reviewing the UX and SERPs,diving into the data behind declining traffic can require technical experts or bandwi

49、dth the team may not have to spare.Search engines such as Google update algorithms 500600 times a year.However,those incremental changes dont often significantly impact search rankings,while the significant changes they make each year do.One example is the Core Web Vitals update,which made fundament

50、al changes requiring extensive work from teams to understand and optimize.In previous years,search engines have placed the number of backlinks a site had above the quality of those links,but as algorithms have updated,thats now changed.Best practices now involve publishing more helpful content that

51、will help build relationships with other websites and industry experts to earn natural,high-quality backlinks.However,another thing publishers need to consider and something time-consuming,especially as many likely need to update past articles is what search engines are evaluating:the relevance of t

52、he website being linked,the relevance of the anchor text used and the authority/reputability of that linked domain.With many publishers facing decreased traffic overall,theyre likely seeing less ad revenue than last year.This leads to budget cuts that make addressing crucial challenges even more dif

53、ficult.1001.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024

54、 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)11Like search,when it comes to annual revenue,referral traffic is moderately to very significant to most of our respondents(98%).Referral traffic declined for our publishers

55、 in 2023.Seventy-eight percent of respondents saw referral traffic dip in 2023 over 2022,with 75%saying the decrease ranged from 1%20%year over year.The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Q.To what extent does referral traffic impact your yearly

56、 revenue?Q.By what percentage did referral traffic change in 2023 compared to 2022?Very significant Moderately significantNot very significantNot at all significantReferral traffic shifts by channel in 202305Whats in this report0%1%2%15%2%2%1%0%0%2%75%0%+61%80%+81%100%+41%60%+21%40%+1%20%0%-1%20%-21

57、%40%-41%60%-61%80%-80%100%Not sure95%3%0%2%01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How soci

58、al media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)12The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Whats in this reportAs for sources and chan

59、nels where referral traffic decline can be pinpointed,Facebook held the top spot on our publisher respondents list of channels,showing a decrease in 2023,with 82%selecting it.YouTube was second most cited at 67%,and TikTok was third at 57%.As for the reasons for specific channels showing signs of re

60、ferral traffic decline,Carothers at Arc XP offers some insights.Q.In which channels do you expect to see a decline(or further decline)in referral traffic?Select all that apply.YouTubeFacebookTikTokX(formerly Twitter)RedditInstagramNews aggregators(Apple News,Feedly,Flipboard,Pocket,NewsNow,etc.)Link

61、edInPinterestSnapchatNo expected decreases in referral traffic in any of these channelsOther82%67%57%30%21%19%19%18%17%13%1%0%1201.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search

62、 traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)13The state of publisher traffic:Framing the evolution

63、 and impact of search and referral in 2024Whats in this report“As for social platforms,Meta,for example,said theyre going to prioritize news content less on their platforms,”she said.“And I think just last week they said on Instagram theyre only going to show political content if you opt-in to it.So

64、,on one hand,its decisions made by the tech companies themselves that are putting less emphasis on news content and what they show their users.Naturally,youre going to get less traffic.”As for the impacts publishers see from declining referral traffic,advertising ROI topped the list at(64%).Changes

65、in how our publisher respondents collaborate with brands,influencers and other publications came in second(54%),and how they position themselves competitively was third on their list(44%).Q.When referral traffic declines,what other business areas are affected?Select all that apply.Change in collabor

66、ations with brands,influencers or other publicationsAdvertising ROIChange in competitive positioningChange in quality of leads/audienceDecline in social media engagementChange in affiliate program performanceMarketing ROIAd revenueDecline in reader engagementDiminished brand exposure/awarenessAd per

67、formanceDecrease in e-commerce transactionsInaccurate analytics and reportingReduced conversion ratesSEO strategiesSubscription decline or stagnation63%54%43%43%43%40%32%29%27%24%16%16%10%7%5%5%01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publi

68、shers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024

69、(and beyond)14Most respondents(95%)expect referral traffic to rise in 2024.As with search traffic,most of the publishers in the survey expect the increase to range from 1%20%;80%said so.However,as with search traffic,Carothers cautions that referral traffic will likely experience a conservative rebo

70、und in 2024.“Its unlikely that referral traffic will return to the way it was anytime soon,”she said.“Besides optimizing their site experience,they need to think about the value they provide that another site cant.Otherwise,I think there are just industrywide trends that are going to prevent the ref

71、erral traffic from climbing back to where it once was.”The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Q:By what percentage do you expect referral traffic to change in 2024?How social media and video will drive 2024 referral traffic06Whats in this report

72、0%1%13%80%0%2%2%0%0%0%0%2%+61%80%+81%100%+41%60%+21%40%+1%20%0%-1%20%-21%40%-41%60%-61%80%-80%100%Not sure01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in

73、 focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)15The state of publisher traffic:Framing the evolution and impact of search

74、and referral in 2024Whats in this reportRegarding how publishers respond to referral traffic declines,showing up more often in social media feeds topped their list of tactics(78%).Video is also crucial in their response,focusing on longer-form and livestream approaches(80%).By comparison,shorter-for

75、m videos on specific platforms such as TikTok,YouTube Shorts and Instagram were third on the list of referral traffic responses at 70%.Long-form videos allow publishers more control over monetization than the short-form videos they create for social.This format will enable publishers to offer more i

76、n-depth reporting and interviews and explore documentaries,keeping readers on the site longer and coming back with a proven track record in the customer engagement department.However,there is a caveat to consider when it comes to video.“Publishers have been burned before by being convinced to pivot

77、to video,”Carothers said.“They should be cautious and think hard about what theyre getting out of it.Are they going to get advertising revenue directly from the videos,which is more possible on their own site?They should be viewing it as a funnel to build that relationship with people and get them o

78、nto a platform where they can have a direct connection instead of being completely reliant on the social platform that doesnt bring them money.”Q.How has your team responded to decreased referral traffic in the last 12 months?78%70%56%3%81%Were increasing our presence across social media channelsWer

79、e experimenting with live streams and long-form video content across social channelsWere focusing on creating short-form original vertical video content for TikTok,YouTube Shorts and InstagramWeve begun increasing direct traffic efforts(newsletters,owned podcasts,etc.)Other(Advertising,focusing more

80、 on SEO,using AI to create additional content channels)01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023

81、 06.How social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)16Whats keeping their expectations around referral traffic improvement from looking stronger for our publisher respondents may

82、have to do with two top-cited challenges in 2024:creating strong relationships with external platforms(54%)and shifting social media trends(52%).Like their search-traffic challenges,everchanging algorithms ranked third on our respondents list at 46%.The state of publisher traffic:Framing the evoluti

83、on and impact of search and referral in 2024Q:What are your teams primary challenges around responding to declines in referral traffic?Select all that apply.Key publisher referral traffic challenges07Whats in this reportAdapting to social media trendsBuilding/maintaining strong relationships with ex

84、ternal platformsAccurately pinpointing referral sourcesConstantly changing search algorithms and updatesBacklink qualityData analysis and insightsAddressing UX to improve search rankingsDiversifying referral sources/channelsDeveloping content syndication strategiesLack of budgetContent relevanceOpti

85、mizing the user journey for a seamless transition to external platformsKeyword competitionTechnical SEO issuesLocal SEO optimizationLack of internal buy-in(need to educate stakeholders)Lack of internal resources(staff,for example)Quality of external linksStaying vigilant to competitors actions54%52%

86、49%46%42%29%28%27%25%23%21%20%17%14%10%9%9%4%2%01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How

87、social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)17The top-cited challenge likely concerns publishers who rely on large tech platforms to circulate their content.As these platforms(Met

88、a,Google,etc.)continue to announce significant news-related changes that harm many publishers chances of their content being seen,theyre struggling to find ways to use these platforms to their benefit while hedging against the risks they know are associated.The second challenge,shifting social media

89、 trends,requires constant monitoring,planning and experimentation.Teams typically need enough staff and bandwidth to support such regular deep dives.In the meantime,publishers are focusing on short-form content on platforms such as TikTok to reach new audiences with enticing,snappy content.The state

90、 of publisher traffic:Framing the evolution and impact of search and referral in 2024Whats in this report1701.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges i

91、n focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)18Beyond an emphasis on video,which tops the list at 69%,our publisher resp

92、ondents strategic priorities for mitigating the impact of traffic decline include cross-channel promotion and content optimization for search engines 63%,respectively.Also of note is their strategic attention to traffic diversification at 50%.To tackle several of these priorities simultaneously,publ

93、ishers could explore content syndication that can increase traffic,site visibility,SERP rankings,generate backlinks and more.The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Q.What are your teams priorities for 2024 to help mitigate decreases in traffic?S

94、elect all that apply.Strategic plans:How publishers are approaching 2024(and beyond)08Whats in this reportContent optimization for search enginesCreating video contentCross-channel promotionDiversifying traffic sourcesIncreased focus on finding new audiences(such as Gen Z)Enhanced social media engag

95、ementLeveraging new tools or platforms(such as AI or ad tech)Technical SEO enhancementsInteractive content developmentExpanding newsletter offeringsInvestment in employee trainingMobile-friendly web designsProducing newsletter offerings for the first timeOngoing competitor analysis69%63%63%50%41%36%

96、32%31%28%23%19%11%11%9%01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video w

97、ill drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)19The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Whats in this reportQ.What strategies do you predict will be th

98、e most significant in improving site traffic results?Select all that apply.Some syndication platforms,such as news aggregators,only post an excerpt of an article and link to the publishers site for the entire piece,further driving publisher traffic.In addition to syndicating articles,publishers can

99、syndicate other original content theyve created,such as videos,podcasts,etc.,to increase reach,rankings,traffic and engagement.“Something like Apple News is at least a little less subject to some of the trends weve mentioned,”Carothers said.“If someone is paying for Apple News,they are interested th

100、eyve opted into wanting to learn information about the world and maybe are feeling less of the news fatigue.At the end of the day,there will still be competition for what a user sees in Apple News,but so far,its been steadier than traffic coming from search and social platforms.”Most algorithms now

101、prioritize video content,which can increase a publishers viewability,improve social media presence,boost referral traffic and more.Diversifying traffic sourcesShort-form original video across TikTok,YouTube Shorts and InstagramContent optimization for search enginesCross-channel promotionLonger-form

102、 video content,such as live streams,across social mediaEnhanced social edia engagementInteractive content developmentTechnical SEO enhancementsInvestment in employee trainingImplementing new technologiesFocusing on younger audiencesMobile-friendly web designsEmails(owned)Ongoing competitor analysisN

103、ewsletters(owned)Podcasts(owned)61%53%45%37%37%35%34%30%28%16%13%11%7%6%4%2%01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shif

104、ts by channel in 2023 06.How social media and video will drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)20The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Whats in t

105、his reportWhile many respondents indicated they plan to increase their time on social platforms,Carothers suggests its a time to be cautious about investing in any platform a publisher doesnt own and have control over.As AI continues infiltrating these platforms,that should be even more top-of-mind

106、as 71%of publishers say theyve taken steps to address the impact of the newest iterations of artificial intelligence on their traffic within the past six months.Earlier this year,OpenAI created an app store,GPT Store,for developers to share custom chatbots using ChatGPT.While publishers havent yet r

107、ushed to embrace this new feature,The GPT Store presents a potential new platform for referral traffic through these custom GPTs.Carothers suggests publishers consider why people visit their site directly instead of relying on top Google Search results or a social media algorithm feed.“Whats most at

108、 risk is something AI can already write about pretty correctly and reliably,or its information thats already out there,”she said.“But AI cant report new information you still need a human to do that so thats what Id be thinking about to convince readers to come directly to us instead of going back t

109、o Google.”Q.Has your team taken any action to address AI/generative AIs impact on traffic?Yes,within the last quarterYes,within the last half-yearYes,within the last yearNo,but plan to within the next quarterNo,but plan to within the next half-yearNo,but plan to within the next yearNo plans at this

110、time70%2%1%2%1%1%23%01.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will

111、 drive 2024 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)21The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Whats in this reportOther publishers are moving away from SEO-opti

112、mized content entirely.Lifestyle publishers like BDG prioritize personal takes and original stories,avoiding search-based stories that ChatGPT or other generative AI technologies can create.“We dont want to be doing those stories,”said Emma Rosenblum,Chief Content Officer at Bustle Digital Group,in

113、a recent Digiday article.“That utility that we pro-vide is going to disappear so quickly.And Im glad because we hate doing stuff like that.All the things that a computer could not replicate is where were going to put our money.”As publishers evaluate the traffic shifts theyve experienced and anticip

114、ate for 2024,they prioritize organic,owned content,primarily video.However,as experts in the report note,publishers must be cautious about investing in platforms they dont own and perhaps pivot to hosting video content on their site and teasing that content across short-form social media posts.While

115、 some shifts,such as search engine updates and social media algorithm changes,are expected to continue,at least for now,establishing direct connec-tions with readers is vital amid this uncertainty.Publishers that account for these acknowledge that they are essential factors in their strategies for s

116、uccess.2101.Introduction:Search and referral traffic 20232402.Search traffic changes by channel in 202303.Why publishers expect search traffic to rebound in 202404.Publishers search traffic challenges in focus05.Referral traffic shifts by channel in 2023 06.How social media and video will drive 2024

117、 referral traffic07.Key publisher referral traffic challenges08.Strategic plans:How publishers are approaching 2024(and beyond)22The state of publisher traffic:Framing the evolution and impact of search and referral in 2024Arc XP is the content platform built to power sophisticated storytelling and

118、content distribution at brands with big stories to tell.Our integrated ecosystem of purpose-built tools delivers increased content velocity,best-in-class site experiences,and a modern software-as-a-service platform that empowers customers to prioritize innovation and growth at any scale.Originally developed for The Washington Post,today Arc XP is trusted by media and enterprise brands across the globe powering thousands of websites in more than 25 countries.Learn more at About Arc XP2223