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SEO is a dying language. Google Zero is upon us. Media businesses are already seeing the impact of the zero clickthrough economy, where the search and ads business provides information right on the search engine results page (SERP) rather than directing users through to other sites.
Recent research has demonstrated the extent to which Google Zero is impacting traffic to publishers’ websites. Pew Research Center found that “users who encountered an AI summary clicked on a traditional search result link in 8% of all visits. Those who did not encounter an AI summary clicked on a search result nearly twice as often (15% of visits)”.
For news publishers with strong brands and reputations, it might well be possible to stem the tide of Google Zero.
Audiences are becoming more aware of AI-search’s limitations, and publishers can provide context beyond a SERP snippet. Provided those media businesses have invested in making their apps sticky. For, once audiences have landed, the humble app may indeed be a solution to this new problem.
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