News Summary

• Publishers are preparing for a future where Google search stops driving traffic to their sites.
• Google traffic from organic search to over 2,500 sites was down by a third globally last year.
• Condé Nast and Time are strategizing for Google referral traffic tanking.
• The threat of this zero-click future feels more real after Google’s last developer conference, where execs announced sweeping, AI-powered changes to search designed to keep users on the search page.
• The approaches vary depending on the publisher and how Google-dependent they are.