Beat Google Using These 9 Big Site Tactics [Detailed Report]
Summary
TLDRThe video script from Authority Hacker's Mark Webster reveals the struggles of both big and small publishers in the competitive Google search landscape. It discusses how top companies adapt and thrive, including diversifying traffic sources, leveraging AI to improve content quality, and exploring new monetization methods like e-commerce and memberships. The script also highlights the importance of following successful industry stories and the impact of AI on search behavior, suggesting that Google may need to address publisher concerns in future updates.
Takeaways
- 📉 Big Authority sites like The Verge or Fast Company are not dominating Google search; they are fighting for survival, similar to small publishers.
- 🔍 Glenn Alsop's report on detail.com reveals strategies big players use to thrive in the competitive search landscape, often after investing heavily in trial and error.
- 📈 Some sites have seen significant search traffic losses, such as Culture Trip, which dropped from over 18 million to less than 2 million in 4 years, despite substantial funding.
- 🌐 Diversification of traffic sources is crucial for survival, with platforms like Pinterest, Instagram, and LinkedIn becoming more important than before.
- 📊 Diversification can even boost performance on Google search, as seen with CJ Recipes, which grew from 25,000 to 875,000 monthly visits in a year, likely due to their presence on social media.
- 💡 Large publishers are taking advantage of competitors' misfortunes by acquiring sites hit by Google updates and redirecting them to their stronger domains.
- 🚀 With website values at near record lows, it's an opportune time to buy up relevant websites for cheap, leveraging the strength of established domains.
- 🤖 The rise of AI has led big publishers to improve content quality to increase engagement and reduce reliance on Google traffic, as the ease of producing low-quality content at scale threatens their business model.
- 💰 High-quality content can unlock new monetization methods, such as monthly memberships, paid newsletters, and more lucrative advertising deals.
- 🛍️ E-commerce is becoming a significant revenue stream for publishers, with some leveraging drop shipping or selling their own products to increase profit margins.
- 📝 Publishers are also embracing news content as a way to attract a more engaged audience and generate traffic from various sources beyond just SEO.
Q & A
What is the main focus of Glenn Alsop's report on detail.com?
-Glenn Alsop's report focuses on the strategies that top companies use to dominate Google search results and adapt to industry changes, revealing the secret weapons big players use to thrive in the competitive search landscape.
How has the search traffic of Culture Trip changed over the years according to the report?
-Culture Trip's monthly search traffic has significantly dropped from over 18 million to less than 2 million in 4 years, despite raising over $175 million from investors.
What is the impact of relying too heavily on one platform for traffic, as seen with Bustle Digital Group and other media conglomerates?
-Bustle Digital Group and other media conglomerates have faced major setbacks, with search traffic losses of up to 80% and significant drops in share value, illustrating the risks of depending on a single platform for traffic.
How does diversification of traffic sources impact performance on Google search?
-Diversification can actually boost performance on Google search, as seen with CJ recipes, which experienced phenomenal growth in Google search after building a strong presence on platforms like Instagram and TikTok.
What strategy are large publishers using to capitalize on their competitors' misfortunes?
-Large publishers are acquiring sites that have been hit by Google updates, moving their content to stronger domains, and benefiting from Google's preference for those domains, which often results in the content being ranked higher.
How are big publishers responding to the rise of AI and the threat it poses to their content production model?
-Big publishers are trying to level up their content quality to increase engagement and reduce reliance on Google traffic. They are focusing on creating high-quality content that is resistant to being commoditized.
What new monetization methods have big players like Vox and The Verge started offering due to higher audience engagement?
-Vox and The Verge have started offering monthly memberships and paid newsletters as new monetization methods, leveraging the higher engagement from their audience due to a focus on quality content.
What is the significance of e-commerce in the current media landscape, and how are publishers like Conde Nast and Hurst leveraging it?
-E-commerce is a significant opportunity for publishers of all sizes, allowing them to generate more revenue and unlock new traffic sources. Publishers like Conde Nast and Hurst are embracing e-commerce, with some leveraging drop shipping as an alternative to affiliate marketing.
How are publishers leveraging their content to drive more sales, as mentioned in the script?
-Publishers are using a styling element where an article merges into a store as the reader scrolls, allowing them to drive more sales by integrating content with product offerings seamlessly.
What advice does Glenn have for smaller publishers looking to succeed in the current search landscape?
-Glenn advises smaller publishers to find an active success story on a similar path and follow their strategy, emphasizing the importance of learning from those who have found success in the same space.
What surprising data did Rand Fishkin's study reveal about the percentage of Google searches that lead to website clicks?
-The study revealed that for every 1,000 US Google searches, only 360 clicks go to websites, indicating that nearly two-thirds of searches either end the browsing session, make another search, or go to a Google property like YouTube or Maps.
Outlines
📉 Big Publishers' Struggles with Search Traffic
The script reveals that even major authority sites like The Verge and Fast Company are not immune to the challenges of maintaining search traffic. They are fighting for survival, with some experiencing significant losses. The video discusses Glenn Alsop's report from detail.com, which uncovers the strategies big players use to thrive in the competitive search landscape. These sites have invested heavily in perfecting their strategies through trial and error. The video also presents some surprising data on the number of Google searches that actually lead to websites, suggesting it's less than commonly believed. The report and discussion highlight the importance of traffic diversification and the impact of relying solely on one platform for traffic.
💼 Strategies for Monetization and Content Quality in Publishing
This paragraph delves into how publishers, both large and small, are focusing on high-quality content that is less likely to be commoditized. The emphasis on quality is not just for the sake of content integrity but also because it opens up new monetization opportunities. Publishers like Vox and The Verge are offering monthly memberships and paid newsletters, while others are increasing ad revenue through dedicated sales teams. E-commerce is also highlighted as a significant revenue stream, with examples given of how publishers are leveraging their content to drive sales, either through their own products or by selling other brands' products. The paragraph also touches on the benefits of selling courses, digital products, physical products, and coaching services as ways to strengthen monetization for small brands.
🤖 Impact of AI on Search Behavior and Publishers' Adaptations
The final paragraph discusses a study by Rand Fishkin of Spark Toro that provides insights into search behavior in 2024, particularly focusing on the impact of AI tools on search results and user behavior. The study reveals that a significant portion of searches end without a click, with users either making another search, going to a Google property, or ending their session. The data shows a decline in clicks to websites, with a rise in searches conducted on Google properties. Despite concerns about AI alternatives, Google remains strong, with users not seeking out alternatives despite any controversies. The paragraph also mentions Cloudflare's introduction of a feature to block AI bots and scrapers, which is crucial as the demand for content to train AI models has increased. The feature aims to help content creators protect their work from unauthorized use.
Mindmap
Keywords
💡Authority sites
💡Search traffic
💡SEO (Search Engine Optimization)
💡Content diversification
💡Google updates
💡E-commerce
💡AI (Artificial Intelligence)
💡PR campaign
💡News content
💡AI overviews
💡Cloudflare
Highlights
Big Authority sites like The Verge or Fast Company are fighting for survival, not just small publishers.
Investments in trial and error strategies by big players are revealed in Glenn Alsop's report on detail.com.
Surprisingly, diversification on other platforms can boost performance on Google search.
Large Publishers capitalize on competitors' misfortunes by acquiring sites hit by Google updates.
Sites that did well post-Google updates are buying traffic-lost sites with good content, moving content to stronger domains.
With website values at record lows, it's an opportune time to buy relevant websites at low costs.
Big Publishers are threatened by AI and are improving content quality to increase engagement and reduce reliance on Google traffic.
High-quality content can unlock new monetization methods, such as monthly memberships and paid newsletters.
E-commerce is being embraced by media conglomerates and small publishers alike as a lucrative revenue stream.
Content is increasingly being used to drive sales with articles merging into stores.
Small Publishers can strengthen monetization by selling courses, digital products, physical products, coaching services, and sponsorships.
PR campaigns can result in high-quality links and placements, as demonstrated by Search Intelligence's campaign.
Big Publishers are streamlining portfolios by shutting down or selling smaller sites to focus on higher authority sites.
News content is becoming a potential gold mine due to its sharability across multiple platforms.
AI overviews have significantly impacted mobile searches, leading to a reduction in their usage by Google.
Cloudflare introduces a feature to block AI bots and scrapers, helping content creators protect their work.
Only a small percentage of websites actively block AI bots, despite high bot activity.
Glenn's advice for smaller Publishers is to find and follow active success stories in similar paths or niches.
A study by Rand Fishkin reveals that only 36% of Google searches result in clicks to websites.
Google is not losing out to AI alternatives; users still prefer the platform despite controversies.
Transcripts
you might think that big Authority sites
like The Verge or Fast Company dominate
Google search but the reality is they're
fighting for survival just like many
small Publishers are many have even lost
a significant amount of search traffic
recently we've taken a deep dive into
Glenn alsop's new report on detail.com
to reveal the secret weapons big players
use to thrive in today's competitive
search landscape these sites have
invested millions in trial and error to
perfect these strategies and we're
breaking everything down and sharing
them with you right here right now plus
stick around for some eye openening data
on how many Google searches actually
lead to websites hint it's less than you
think welcome to another edition of our
search marketing news Roundup I'm Mark
Webster co-founder of authority hacker
and strategic advisor at marketing Pros
today's video is brought to you by
search intelligence more on them a
little later if you want all of the most
important SEO and marketing news
analyzed by industry veterans weekly in
your feed hit that subscribe button and
the bell icon so you don't miss out on
our next episodes now let's dive into
the big site secrets revealed in Glenn's
[Music]
report Glenn alsop of detail.com has
released his latest quarterly report
sharing insights on how top companies
dominate Google search results and adapt
to Industry changes we Dove deep into
the report to learn what the big guys
are doing right now to Survive and
Thrive and what strategies us small
Publishers can steal first off it's not
just the small Publishers feeling in the
Heat Big Publishers are also struggling
take the culture trip for instance their
monthly search traffic has plummeted
from over 18 million to less than 2
million in 4 years despite raising over
$175 million from investors those
investors probably aren't too happy
right now bustle digital group is
another big name facing major setbacks
they've reported search traffic losses
of up to 80% across most of their
websites and their Facebook traffic has
also dropped by 50% since last year
publicly traded media conglomerates are
also taking a hit the arena group has
lost a staggering
99.8% of its Share value since its peak
and gfinity is down 99% over the past 5
years following heavy search traffic
losses these numbers make shitcoins look
like stable long-term Investments but
this is what happens when you're
completely riing on one platform for
traffic we interviewed Glenn to get
deeper insights on his report and he
shared his thoughts on traffic
diversification I think search traffic
is always going to be important it's
always going to be incredible traffic
Source because of the intent behind it
but there's definitely lots of you know
other platforms that people are starting
to take a bit more seriously Pinterest
Instagram LinkedIn and so on than they
were before surprisingly diversification
can even boost performance on Google
search CJ recipes has seen phenomenal
growth in Google search going from
25,000 monthly visits to over 875,000 in
just 12 months his success on Instagram
and Tik Tok where he has over a million
followers each is probably behind the
growth many people search for his brand
or click on his site when they see it
helping the site rank higher thanks to
the navbo system by Google another big
finding is that large Publishers are
capitalizing on their competitors
misfortunes by buying up sites that have
been hit by Google updates for instance
pangola Acquired excitedc cats.com and
conscious cat.net two sites had been
slammed by Google and redirected them to
cater after moving some of their content
over US News acquired the culture trip
probably for much less than the7 $75
million that investors put into it and
guiding Tech media recently announced
the acquisition of Microsoft XL resource
XL Demi which lost over 98% of its
search traffic and statistics blog staty
which lost 60% of its search traffic
What's Happening Here is that sites that
did well with the recent Google updates
are buying up sites that lost a lot of
traffic but had good content then they
simply moved the content over to the
stronger domain and most of the time
Google will instantly rank that content
again just because it's on a domain that
they love and with website values at
near record lows there's never been a
better time to buy up relevant websites
for pennies on the dollar as allop
explains the multiple revenues that
websites are going for is probably far
less than it was you know a couple years
ago and the revenue that those websites
are making is probably less as well with
the rise of AI it's also clear that big
Publishers are feeling threatened
everyone was making fun of them for
mass-- producing low quality content and
that business model is now in Jeopardy
given how easy it's become for anyone to
pump out sub par content at high volume
these Publishers are now trying to level
up their content quality to increase
engagement and reduce Reliance on Google
traffic for example Planet sport has
elevated their game on their racing site
Planet F1 by building close
relationships with F1 teams and getting
a journalist into the padic at races
gaining high-profile exclusive stories
and interviews and if you check out the
kitchen product review methodology page
on Business Insider they make it pretty
clear that their product reviews are
conducted with more hands-on experience
than they ever have been Ed ha at the
Wall Street journal's director of
Newsroom SEO suggested Publishers double
down on high quality content that's
resistant to being commoditized and
these Publishers aren't just creating
better quality for the fun of it
focusing on high quality content unlock
some great new monetization methods due
to a higher engagement from the audience
big players like Vox and the cut started
offering monthly memberships to read
their full lineup of content Vox and The
Verge are offering paid newsletters and
Puck news acquired a substack newsletter
with 32,000 subscribers The Cut and the
Atlantic are increasing ad Revenue by
attracting more lucrative advertising
deals through their dedicated sales team
and many brands are leveraging Apple
news to generate additional Revenue with
some even earning seven figures per year
this way media conglomerates like Condon
Nast and Hurst as well as small
Publishers like pangola are also
embracing e-commerce condinas e-commerce
revenu is of 39% and Hurst which owns
Publications like Popular Mechanics and
Men's Health have leveraged Drop
Shipping as a lucrative alternative to
affiliate marketing for instance a Digi
Day Report revealed that Men's Health
makes $250 in revenue on $800 dumbbells
via Drop Shipping rather than the $80
they would typically get as part of an
affiliate commission pangola is also
expanding their product lineup with
their new Pango vet tele Health Service
which is heavily advertised on Catster
and dogster this Builds on the e-com
success they've already seen with pet
furniture brand Hepper selling products
whether they be other brands products or
your own creation is a big opportunity
for sites of all sizes not only can it
generate more Revenue but it's a
defensive move that lets you increase
profit per visitor and unlock new
traffic sources like retargeting ads and
social media alsop's also found a unique
way Publishers are leveraging their
content to drive more sales a styling
element I'm seeing a lot more often now
is almost an article that kind of starts
like an article looks like an article
the featured image the headline and then
as you scroll it kind of merges into a
store while these methods are effective
not all of them are easily replicable
for small Publishers if you have a small
brand you can strengthen your
monetization by selling courses like
guitartricks.com guitar course digital
products such as eo's notion templates
physical products like epic gardening's
gardening store coaching services like
nerd fitnesses Fitness coaching and
sponsorships like this one we're about
to show you from our sponsor search
intelligence they recently ran a
groundbreaking PR campaign that landed
over 60 highquality links and placements
here's how they did it they began by
diving into similar web discovering the
opening eyes website has skyrocketed to
44th in the global traffic rankings
thanks to chat gpt's popular it using
the stat they crafted a detailed press
release about their findings and sent
out to journalists the result their
story was featured on some of the
world's most reputable websites
including Yahoo news d92 the rap d84 and
Time Magazine d92 this campaign shows
that pring building doesn't always
require massive data sets sometimes even
simple statistics presented clearly to
the Press can result in a bounty of
links so if you're looking to enhance
your link building with an Innovative
digital PR campaign head over to search-
intellig .co.uk another surprising move
by big Publishers is the streamlining of
their portfolios by shutting down or
selling smaller sites the arena group
for instance didn't just stop working on
smaller sites like smarty sense spry
living and American profile they
completely deleted them overnight
another example is Pangia who redirected
their General pet site pet Keen to their
Pango vet tele Health Service it seems
focusing on fewer higher authority sites
is more effective than spreading
resources thin across a larger portfolio
creating blog content is still viable
but industry shifts have made news
content a potential gold mine in any
Niche conglomerates are increasingly
building or acquiring news Brands
because the widespread interest in news
makes it sharable across many platforms
including Facebook pages Instagram
stories Google News Google discover
newsletters X and even SEO through all
those links that the stories acquire in
addition to unlocking these traffic
sources covering news in your industry
attracts a more engaged higher quality
audience who are more likely to purchase
things that you sell take grv media for
example they recently acquired MMA News
site bloodyelbow.com which reached a
record 9.3 million monthly page views
with only 400,000 of that from organic
search showing a healthy lack of
Reliance on SEO similarly stock trading
app Robin Hood launched a financial news
site Sherwood news which is off to a
great start with over 750,000 monthly
visits from direct traffic email and
social if you want a taste of what's
possible on Google discover SEO expert
Lily Ray recently shared one of her
client success stories with over 2
million daily clicks from Google
discover alone and we are seeing some
great early successes in the news format
with this very YouTube channel we'll
finish with some advice from Glenn for
smaller Publishers the best advice I can
give anyone is find a success story
active success story on a similar path
to you or at least where you want to be
find that and follow them I couldn't
agree more now have you ever wondered
how many searches actually result in
clicks to websites well a new study from
Rand fishkin of spark Toro has some
surprising data using the multi-million
device clickstream panel from datos a
semrush company Fishin was able to
answer some core questions like what
percent of searches in 2024 end without
a click is Google losing to AI tools
like chat GPT perplexity or Microsoft
Bing and how much has the roll out of AI
overviews changed how Searchers behave
let's start with the clicks for every
1,000 us Google searches only 360 clicks
go to websites the rest either end the
browsing session make another search go
to one of Google's properties like
YouTube or Maps or go to a paid ad this
means that nearly 2third of searches
either leave completely or stay inside
of Google's ecosystem the data is pretty
similar in the EU with 374 out of every
1,000 searches resulting in a click to
the open web the overall trend isn't
great for site owners both the US and EU
are at historic lows on clicks to
websites while clicks to Google
properties are on the rise look I don't
have to tell you that there's sand at
the beach but it doesn't seem like
Google is losing out to chat GPT or any
other AI Alternatives either in fact
they've been even stronger with record
highs and searches per Searcher the data
suggest that despite the media Firestorm
attacking Google's credibility users
aren't seeking out Alternatives despite
Google telling people to eat glue and
rocks users still prefer the platform
over other options and how are AI
overviews affecting things well the
biggest shift was that mobile searches
fell considerably from around 240
searches per Searcher in April to around
180 searches per searcher in May that is
significant Fishin says this is probably
why Google rolled AI overviews back to
appearing on just 12.7% of us search
results Mobile accounts for almost
2third of Google's queries which means a
25% drop in search could prove
cataclysmic for their share price hence
the reduction in AI overviews usage
overall let's move on to a significant
development from cloudflare that aims to
help content creators protect their work
from unauthorized AI Bots and scrapers
cloudflare just introduced a new feature
that allows users to block AI AI Bots
scrapers and crawlers with just a single
click this new feature is available to
all cloudflare customers including those
in the free tier with the rise of
generative AI the demand for content to
train models has skyrocketed leading to
concerns about AI providers illegally
scraping content the AI blocker will be
updated over time to include new
offending Bots as they're identified
interestingly despite the high volume of
AI bot activity only a small percentage
of websites actively block these Bots
for instance in June 2024 AI Bots
accessed around 39% of the top 1 million
internet properties using Clyde Flair
but only 2.98% of these properties took
measures to block or challenge these
requests maybe this feature will make a
dent in those numbers but I'm not sure
small site owners are as informed as you
are thanks to this channel of course so
don't forget to subscribe and hit the
Bell icon if you enjoyed this video it's
time for our debate of the week with big
site struggling to make ends me as well
now do you think Google is going to have
to start paying more attention to
Publishers and rectify the situation in
the next core update we'd love to know
what you think in the comments below and
if you enjoyed this video you really
should watch this video
[Music]
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