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The Evolving Relationship Between Google and Publishers
For two decades, Google has been the lifeblood of digital publishing, driving traffic and enabling monetization. However, recent shifts reveal a new era—one where publishers face growing marginalization in favor of community-driven content and AI-focused tools.
TLDR: For two decades, publishers have depended on Google for traffic and monetization, but recent algorithm updates and AI-driven tools like Google’s Search Generative Experience (SGE) are diminishing their visibility and revenue potential. Google’s focus on community-driven content from platforms like Reddit and TikTok, along with direct answers in search results, has marginalized traditional publisher content. Traditional publishers are facing increasing challenges: declining organic traffic, shrinking ad revenue, and growing competition from user-generated platforms. At the end of this article, I will suggest some ways that publishers can respond.
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Current Dynamics
Although they have occasionally used the word “partner”, Google has never really viewed themselves as a true partner for publishers. They have provided traffic and monetization in ways that benefited Google. They only helped publishers to the extent that it helped them more. In a way, we were all just hitchhikers that could ride along with Google as long as we were good company, paid for gas, and were going in the same direction. Now they are turning and are effectively telling publishers to hop out. Google’s priorities were always Google first, readers second, publishers third.
The relationship, while opportunistic, has worked for twenty years. However, recent shifts in Google’s algorithms and policies have altered this dynamic, presenting new and perhaps existential challenges for publishers.
I believe that this is due to pressures on Google’s own business. Amazon is the leading search engine for a broad range of commercial queries. Those are clicks that Google once monetized and distributed to publishers. Now they never see them. More and more inquiries will go to Chat GPT, Perplexity and other AI platforms. Perplexity has just integrated a shopping function into their results.
Both Google and publishers will lose oceans of potential readers. Google therefore needs to keep readers on its own platform longer and monetize more of the clicks directly. Based on recent earnings reports, Google is doing fine with these changes but publishers are hurting even more.
Recent changes in Google’s algorithms have prioritized unique, community-driven content—most notably from platforms like Reddit, TikTok and Pinterest—over traditional publisher content in certain contexts. By emphasizing user-generated discussions and real-world experiences, Google aims to satisfy a growing demand for authentic, conversational content. This trend has created challenges for mid-sized publishers who previously relied on keyword-driven strategies and editorial content to rank prominently in search results.
Additionally, Google’s Helpful Content Update underscores its focus on prioritizing content written for humans rather than algorithms. While this aligns with Google’s broader commitment to quality, it has led to volatility in traffic for publishers, as those with overly optimized, less reader-focused content see their rankings fluctuate.
Google’s emphasis on AI-driven tools, like its Search Generative Experience (SGE), also raises questions about content monetization. As AI snippets increasingly provide direct answers within search results, publishers may struggle to attract clicks to their websites, potentially reducing ad revenue—a critical lifeline for mid-sized publishers.
With AI tools like SGE offering answers directly in search results, mid-sized publishers face a fundamental challenge: how to remain indispensable to readers when Google’s ecosystem is built to minimize clicks to external sites
Additionally, Google has filled the space above the fold on search results pages with product listing ads that both divert profitable clicks and push publisher content further down the search page. My best estimate is that the top organic search listing now gets only half as much traffic as it did five years ago.
Challenges Faced by Publishers
All publishers occupy a precarious position in the digital hierarchy. Small and mid-sized publishers are perhaps the most exposed. They often lack the expansive resources of major media outlets to invest in advanced SEO strategies, proprietary technology, or diversified revenue streams. But every publisher is tiny compared to the behemoth platforms such as META, Google and Amazon. Amazon’s advertising business is almost $40B. Even Uber sells more than $1B in ads.
1. The Search Dependency Trap: Google’s dominance means that most mid-sized publishers remain heavily reliant on search traffic. Algorithmic updates can drastically impact their visibility, often without warning or clear guidance.
2. Revenue Models Under Attack: The decline of third-party cookies and Google’s evolving ad policies have further complicated the monetization landscape. Publishers face mounting pressure to find alternative revenue streams while competing against larger outlets with established brand loyalty. Additionally more and more of the ad spending from large brands has gone directly to the platforms or into programmatic at lower CPMs. Mid-sized publishers are seeing fewer and fewer RFPs with the potential for high CPMs–and those RFPs come with demands for high levels of customization.
3. Competing Content Preferences: Platforms like Reddit, TikTok, and YouTube increasingly capture audience attention, pushing traditional publishers to innovate or risk being overshadowed in search rankings.
Time for publishers to rewrite the playbook
The challenges facing publishers are daunting. The relationship with Google will probably never be as productive as it once was. Publishers need to mitigate the damage while finding new sources of revenue and traffic.
Don’t just rely on search: Participating in programs like Google News Showcase offers mid-sized publishers a chance to gain visibility and receive direct compensation for high-quality journalism. Create more videos for YouTube.
Take Google’s advice seriously: Google is a harsh mistress but they usually tell you exactly what they want. Believe them. Do it. Google provides resources like Search Console, PageSpeed Insights, and AI tools to help publishers enhance content performance and audience engagement. They publish review guidelines. Use them.
Strengthen your bond with your readers: Brand matters. Make your writers and editors influencers. Bust your butt to develop direct traffic via newsletters. The strongest area of growth isn’t traditional media companies, it’s small content studios and individual creators with loyal followers.
Diversify your revenue streams Google has declared war on non-endemic affiliate revenue lately putting some sites out of business. But that doesn’t mean that you shouldn’t work hard to drive affiliate revenue from content based on your core competencies. Also, really work on driving subscription revenue. The New York TImes is a great example. They have millions of subscribers–some for “real news” but a lot more for games, recipes and sports. Don’t just try to sell what you have. Have what your readers will buy.
Is there a future?
The digital publishing landscape is shifting irrevocably, but with the right strategies, publishers can adapt and thrive in the new reality. The publishing ecosystem will never return to the heyday of organic traffic abundance, but by building direct relationships with readers, diversifying revenue streams, and staying attuned to emerging trends, mid-sized publishers can write their own success story in this new era.