More search experiences and the Google search monopoly ruling might be great for digital publishers

Despite the influx of new AI search engines, Google’s dominance remains unshaken (except for the recent Search Monopoly ruling - but we will get to that). Recent data from Datos, A Semrush Company highlighted by Rand Fishkin indicates that Google’s traffic has not only remained steady but experienced slight growth.

Below is a chart that was reported on Searches per Desktop

This edition explores how these emerging platforms might expand the overall search landscape, taking share from other activities like streaming and social media. We also discuss strategies for content creators to optimize their content for search visibility.

Main Report: Google’s Continued Growth Amidst AI Competition

Traffic Trends: Google's search traffic has seen a 1.4% increase from May 2023 to May 2024. This growth comes despite the rise of AI-powered competitors like OpenAI’s ChatGPT, Microsoft’s Copilot, and others. The most notable competitor, Perplexity, saw a 42% growth in desktop visits, yet it still trails far behind Google. The data suggests that Google's user base remains far more active, with users conducting about 200 searches per month, compared to Perplexity’s users who average around 15.

This means that even though some AI platforms are getting more attention, they're not really taking any search traffic away from Google. If anything, it's ADDITIVE.

AI Platforms Fueling Search Growth: The rise of AI search engines and features has the potential to increase overall search activity. These platforms offer personalized and efficient information retrieval, which could attract users away from other activities like endless scrolling on social media or streaming.

As users seek more targeted and relevant content, the demand for search-based experiences is likely to grow, leading to increased consumption of search as a primary means of information and entertainment.

Similar to the explosive growth of social media platforms in the past decade, AI search engines are poised to transform user behaviour. Just as social media changed the way we connect and consume content, AI search could redefine how we access information, providing more direct and purposeful engagement. This shift might result in users spending more time on search platforms, leveraging their capabilities for a wider range of activities beyond traditional web searches.

So how are publishers capitalizing on this?

Theoretically, the more the search competition, the better bargaining power for suppliers and owners of good content - right? But to be honest, I am as excited as I am fearful for digital publishers.

Some say the moves publishers are making are self-destructive and compare it to publishers like Buzzfeed which diminished due to their dependence on social media. But I see a big elephant in the room.

Social Media never promised to be the source of information. And guess what comes when you open Perplexity main interface

So I will not open a can of worms on whether it is good or bad - let's just look at 2 ways publishers are capitalizing on the rise of AI search experience

Trend 1 - Strike deals with AI search partners

Below is an overview of deals between online publishers and AI search platforms

Perplexity

• Some Publishers Involved: Time, Der Spiegel, Fortune, Entrepreneur, The Texas Tribune, WordPress.com
• Deal Structure: Perplexity has launched a "Publishers' Program" to share ad revenue with participating publishers. This program compensates publishers when their content is cited in AI-generated answers and includes temporary cash advances.
• Referral traffic: As per the management - other Publisher content will also be shown when needed (without any revenue share)

OpenAI

• Some Publishers Involved: News Corp, The Atlantic, Vox Media.
• Deal Structure: OpenAI has entered into licensing agreements with select publishers to feature their content in its AI-powered search product, GPT. These deals allow publishers to manage their content's appearance and opt out of content used for training AI models.
• Referral traffic: SearchGPT has been citing non-partners

Think about it - they have to cite non-partners. Else they cannot scale. Plus they cannot partner and pay everyone. So you may or may not be in the inner circle of these AI platforms, but you still need to try to be visible to them, which brings be to Trend #2

Trend 2 - Make your content more visible to Search Experiences

This might sound counter-intuitive but as I explained before, there is no escaping the fact that these platforms will send traffic your way. In fact, it's estimated by Jumpshot Inc that 45% of the search results create further clicks, and 90% of them happen in the top 5 matches. As the penetration of search experience rises, you want to be the one to whom they refer their users.

How do you do that?

You can in fact use AI for this! Use Google Trends (or similar data source) to find what is trending, see the right keywords to include, and what titles to use to optimise search visibility! Ping me if you need a Chrome plugin AI agent that can read your content and the best metadata for Search Visibility! I mean it - It's free to use up to 10 times every month!

Whatever you are doing for Search visibility - rethink it. Which platforms do you want to optimize your visibility for? How can you do it? What tools do you need for the same? Better start answering some of these questions internally!

But wait - what about the Google ruling? What are the implications?

One possible outcome is the court enforcing structural changes, such as breaking up parts of Google or requiring divestitures. This could diversify the market, allowing smaller (more niche) search engines. Separating Google's search engine from services like YouTube or its ad business might reduce its data leverage, levelling the field for publishers and other search platforms for innovation. My take is

More innovation --> More search eyeballs --> More traffic from Search

Another possible outcome could involve behavioural changes, like modifying how Google displays search results or manages ads. This might require Google to adjust its algorithms to ensure impartiality, benefiting other websites by giving them a fairer chance in search rankings. This could also impact the digital ad market, potentially diminishing Google's dominance. These changes might encourage competition and innovation, leading to a more varied and user-friendly search environment. However, there could be downsides, such as reduced search result quality if Google's data integration is restricted.

Regardless of the outcome, optimizing for discoverability on Search platforms should become a top task for executives and digital transformation offices! Your future might depend on it!

About Me

I am an experienced entrepreneur who has worked in Media and Tech consulting for many years. Apart from being a full-time parent, I am also leading a project that aims to make AI more accessible to level the playing field between tech vendors and digital publishers in the Media ecosystem. Bridged’s out-of-the-box agents eliminate the need for extensive data processing or dedicated AI resources, making AI adoption accessible and efficient.