Google Discover and AI Mode: What Publishers Need to Know
Google’s recent updates, including AI Overviews and the expansion of Google Discover to desktop, have changed the digital landscape for publishers. These shifts bring both challenges and new opportunities. As user behavior continues to evolve, news publishers must adapt their strategies to stay visible and grow their audience.
To help you understand these changes, we’re sharing insights from John Shehata, a leader in digital audience development and news SEO. His experience sheds light on how AI and Discover are reshaping online publishing—and how brands can respond.
AI Overviews: Impact on Publisher Traffic
The introduction of AI Overviews has had a significant impact on website traffic. Recent studies show that many sites have lost between 25% and 32% of their traffic due to these changes. While there isn’t a dedicated study for news publishers yet, early data suggests the effect is real, especially in verticals like health and business.
For trending news topics, AI Overviews are less common, but this could change as the technology evolves. Tracking these shifts is essential. Tools that monitor AI Overview trends can help you stay ahead.
Google Discover on Desktop: A New Traffic Source?
Google Discover is now available on desktop, offering publishers a fresh source of potential traffic. For many news sites, Discover is already the top traffic driver, sometimes accounting for up to 60% of Google-sourced visits.
With most Discover traffic coming from mobile, the desktop rollout could increase total Discover traffic by 10-15%. This is a welcome boost, but it’s important to remember that Discover is unpredictable. Traffic from this channel can fluctuate without warning.
Is Google Discover a Long-Term Strategy?
Relying solely on Google Discover is risky. While it can deliver impressive short-term results, it should be seen as a channel—not a complete strategy. If you lose visibility in search, you’re likely to lose Discover traffic too.
Some publishers have shifted focus to Discover and social media, using click-driven headlines and shorter articles. This approach can backfire, leading to a drop in both search and Discover visibility. Google may even stop recognizing your site as a news publisher.
The key is to diversify your traffic sources. Don’t put all your eggs in the Discover basket. Use it to your advantage, but always plan for sudden changes.
Diversify Your Digital Marketing Channels
With Google accounting for around 80% of publisher traffic, it’s critical to look for other growth opportunities. Social media platforms like Facebook and Twitter have seen declining referral traffic, making diversification even more important.
- Build your email list and invest in email marketing. Newsletters are a direct line to your audience.
- Strengthen your content marketing to attract organic traffic and boost brand authority.
- Leverage social media marketing to reach new audiences and engage loyal readers.
- Consider local Internet marketing if your content serves specific regions or communities.
Cyberset offers tailored solutions in these areas to help you diversify and strengthen your online presence.
AI Mode: The Future of Search Experience
Google’s new AI Mode could soon become the default search interface. This means users will see more AI-generated summaries and fewer traditional search results. Expect more impressions, but fewer clicks to your website.
Search engines have evolved from simple blue links to universal search, featured snippets, and now AI-powered answers. With large language models like ChatGPT and Perplexity gaining traction, Google is testing how users interact with AI Mode and AI Overviews.
The future of search is conversational and summary-driven, especially for younger generations. Publishers must adapt to this shift by focusing on visibility and engagement, not just raw traffic.
Visibility Is the New SEO Metric
As AI becomes the gatekeeper of search results, traditional traffic metrics are less reliable. You need to track and analyze your site’s visibility in AI-generated summaries and featured snippets.
Start by monitoring where and how your content appears in AI Overviews. Use this data to adjust your strategy and focus on high-visibility verticals. Cyberset’s SEO services can help you optimize for both traditional and AI-driven search results.
How to Adapt Your Publishing Strategy
- Invest in high-quality, original content that stands out in any channel.
- Use structured data and schema markup to improve your chances of being featured in AI summaries.
- Monitor your content’s performance across search, Discover, and social media.
- Build direct relationships with your audience through email and community engagement.
- Consider pay-per-click marketing to supplement organic reach.
Cyberset’s website design and custom website development services ensure your site is fast, user-friendly, and ready for the future of search.
Optimize for AI and User Experience
AI-generated search results favor clear, concise, and authoritative content. Make sure your articles answer user questions directly and provide value. Use engaging headlines and summaries to increase your chances of being featured.
- Refresh older articles to keep them relevant.
- Focus on topics where your brand has expertise.
- Use WordPress web design for flexible, SEO-friendly publishing.
- If you sell products, invest in ecommerce website development to capture new revenue streams.
Stay Agile in a Changing SEO Landscape
The digital landscape will keep evolving as Google and other platforms introduce new AI features. Stay agile by tracking changes, testing new channels, and optimizing your content for both users and algorithms.
Partnering with a trusted digital marketing agency like Cyberset can help you navigate these changes. From social media marketing to search engine optimization, Cyberset provides the expertise you need to grow your audience and revenue in the age of AI.
Conclusion: Build a Resilient Digital Strategy
Google Discover and AI Mode are reshaping how publishers reach their audiences. Don’t rely on a single channel. Diversify your approach, focus on visibility, and invest in quality content. Use the latest tools and partner with experts like Cyberset to future-proof your publishing strategy.
Stay proactive, keep learning, and embrace change to succeed in the new era of digital publishing.
