Publisher’s Guide to 2024: Navigating Google’s Changes and Emerging Trends

Staying ahead of algorithm changes and technological shifts is crucial for maintaining and growing website traffic. With Google at the forefront of search engine algorithms and the impending deprecation of third-party cookies, publishers are facing significant challenges in maintaining their online presence.

In this guide, we’ll dissect anticipated changes in Google’s algorithms and present actionable strategies for publishers to not just adapt but thrive in 2024. To shed light on these challenges, we consulted some of our experts in this area: Trey Copeland, Head of SEO at Arc XP, John Ilacqua, Sales Director at Arc XP, and Sara Carothers, Group Product Manager at Arc XP. Their insights offer valuable perspectives on the headwinds facing the publishing industry in 2024.

Anticipated Changes to Google in 2024

AI-Generated Content

Google’s introduction of AI-generated content, known as Search Generated Experiences (SGE), is transforming search results by offering instant answers within search pages. According to a report from Digiday and Arc XP, State of publisher traffic: Framing the evolution and impact of search and referral, 99% of survey respondents express concern about the impact of AI on search and referral traffic; and their concerns are valid.

This innovation has potential to drastically decrease click-through traffic to publisher websites, as Adweek’s study indicates, with brands at risk of losing up to 36% of total organic traffic to SGE. To stand a chance against AI generated content, publishers need to act quickly by providing comprehensive, in-depth content that surpasses surface-level answers and optimized for featured snippets. Prioritizing quality and relevance in their content is paramount for navigating these changes and maintaining visibility in the era of AI-generated content.

SEO Algorithm Changes

Google’s consistent updates to its search algorithms have proven the fact that Google is not always on our side, posing both opportunities and threats for publishers. Digiday and Arc XP’s report reveals that 84% of publishers experienced a decline in search traffic, underscoring the significant impact of these updates, with 56% citing constantly changing search algorithms as their primary challenge in responding to traffic declines.

In the face of Google’s dynamic algorithms, publishers must adapt their SEO strategies to maintain search visibility. Staying informed about algorithm changes and swiftly optimizing can help navigate the evolving landscape, minimize traffic impact.

Google Discover

Google Discover has emerged as a major traffic source for publishers, fueling user engagement with personalized content recommendations directly on mobile devices. However, its algorithm’s unpredictability is a significant challenge. Websites frequently undergo dramatic traffic fluctuations, sometimes receiving thousands or even millions of clicks one day, only to encounter zero clicks the next. Even sites accustomed to steady traffic from Discover can suddenly lose it all overnight, often with no clear explanations.

Recent data reveals a striking trend: a staggering 73% of respondents have witnessed their Google Discover traffic plummet to zero during the past three months. This widespread occurrence echoes the challenges publishers faced during Google’s significant algorithm changes that occurred from September to November 2023.

When speaking with John Ilacqua, he warned publishers against over-reliance on volatile traffic sources, drawing parallels to the challenges encountered during Facebook’s algorithm change in 2018. “In the past, Facebook prominently showcased news content in its algorithm. It later chose to reduce the visibility of news stories, resulting in a significant decline in traffic for publishers. This shift had devastating consequences for publishers who relied on Facebook for traffic,” said Ilacqua. “Instead, we should focus on building deeper connections with our regular visitors, rather than solely relying on the temporary influx of one-time users from SEO.”

Deprecation of Third-Party Cookies

The deprecation of third-party cookies by major web browsers, such as Chrome, presents a significant challenge for publishers who rely on targeted advertising and user tracking. Without access to third-party cookie data, publishers must explore alternative strategies for audience targeting and personalization to ensure sustainable revenue streams. This includes embracing innovative approaches such as first-party data collection, contextual advertising, and identity solutions to maintain audience understanding and deliver tailored experiences without compromising user privacy.

By proactively adapting to the changing landscape of online advertising, publishers can mitigate the adverse effects of third-party cookie deprecation and position themselves for long-term success in a privacy-centric digital ecosystem.

Turning headwinds into tailwinds

Navigating through these challenges feels like steering through stormy seas, but by proactively addressing them, publishers can transform these obstacles into opportunities.

To succeed in 2024, publishers must embrace a multifaceted approach. Blaming technology or external factors for declining traffic or revenue won’t suffice. Success requires self-reflection and proactive adaptation. As Trey Copeland, Head of SEO at Arc XP, aptly puts it, “there’s no single action that will dramatically boost traffic. It’s about a holistic approach.” Rather than pinning hopes on a singular tactic, publishers should adopt a comprehensive approach that addresses the diverse needs of their audience and the evolving demands of the digital landscape.

Let’s explore actionable strategies designed to empower publishers to navigate these changes and emerge stronger and more resilient.

Focus on audience connection and direct traffic

In recent years, publishers could depend on platforms for consistent traffic. This is no longer the case. Google and other search engines are now optimizing their algorithms according to their own standards of quality content and the personalized preferences of their users.

Media consultants and service providers who claim certainty for optimizing search traffic beyond fundamental best practices are offering false assurances. The truth is, the predictability once associated with search engine optimization is no longer guaranteed. Relying solely on these tactics leaves publishers vulnerable to the whims of algorithm changes and user behavior.

Instead, to establish a robust traffic foundation, publishers must pivot towards more direct strategies. As highlighted in Digiday and Arc XP’s state of publisher traffic report, 56% of publishers have begun increasing their efforts to drive direct traffic. Here’s how they are doing it:

By prioritizing these concrete strategies for generating direct traffic, publishers can reduce their reliance on volatile search algorithms and establish a more sustainable pathway to audience growth and retention.

Invest in original reporting

We are living in an era of digital inundation. As consumers are bombarded with an endless amount of content, particularly in the form of mindless short form videos, the need for high quality original content has skyrocketed. Google’s shift in September 2023 prioritizes content resonance with human readers, making quality the primary ranking factor. AI-generated “thin content” lacking originality risks penalties, jeopardizing rankings and visibility.

To maintain relevance, publishers must invest in original reporting. Sara Carothers stresses its increasing value, emphasizing the need for “unique insights over duplicating existing information.” Prioritize uncovering new perspectives and untapped stories. Invest your time and efforts into quality original reporting with these strategies:

By focusing on original reporting and monitoring authority score, publishers can distinguish themselves from AI-generated content, maintaining audience trust and resilience amidst evolving algorithms.

Shift to contextual advertising

As third-party cookies become obsolete, publishers must adapt their advertising strategies to maintain revenue streams while upholding user privacy. A highly effective solution is transitioning to contextual advertising, where ads are placed on web pages based solely on the content of those pages rather than relying on user data.

Contextual advertising, unlike targeted advertising, doesn’t track individual user behavior; instead, it focuses on the context of the content being consumed. This approach ensures ad relevance while addressing privacy concerns, as ads are displayed in alignment with the topic or theme of the content, based on the environment in which the audience is browsing. Embracing contextual advertising enables publishers to effectively monetize their platforms while prioritizing user privacy in the post-cookie era.

Prioritize user experience

Prioritizing user experience is paramount for both engagement and search engine rankings in modern SEO. UI/UX design is indispensable, directly correlating with increased time on site, signaling to search engines that your site effectively meets user needs, leading to improved rankings.

A well-designed website enhances digital branding, boosts credibility, and fosters audience loyalty. Effective site architecture ensures seamless navigation and quick access to information. Neglecting user experience risks losing users to competitors with superior website designs. According to a Clutch survey, 94% of respondents prioritize easy navigation, affirming the necessity of user-friendly design.

To enhance user experience and increase website engagement, employ strategies such as simplifying navigation, speeding up page load times, prioritizing mobile responsiveness, enhancing readability, using clear CTAs, personalizing content, ensuring accessibility, and continuously testing and iterating based on user feedback. For more information on improving user experience to increase website engagement, read this article, “5 Strategies to Boost Website Engagement for News Organizations.”

Leverage first-party data

Leveraging first-party data demands transparency and strategic collection practices. Users require communication about data usage, requiring publishers to clearly convey practices through privacy policies and consent mechanisms. It also requires publishers to strike a balance. Requesting too much information can overwhelm users and hinder engagement, while asking for too little may not incentivize continued interaction.

Publishers can capitalize on direct interactions like newsletter sign-ups and registration funnels to gradually gather first-party data. Starting with simple actions and gradually requesting more information enables publishers to acquire valuable insights into user preferences, paving the way for more personalized and effective communication, while maintaining trust and engagement. For additional strategies on effectively transitioning to first-party data, check out this article “Navigating the Transition to First-Party Data for Publishers.”

As publishers navigate Google’s evolving landscape in 2024, proactive adaptation is key. By making these adjustments, publishers can not only survive but thrive amidst algorithm changes and emerging trends.