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The Rebooting Show · Thursday · 35 min

Google Zero by the numbers

Sharon Profis, vp of audience innovation at Raptive, joins me to walk through what the company is seeing across its network of 7,000 publishers and creators. Google traffic is still declining, and the smallest sites are getting hit hardest. We get into why SEO still works, how much publishers should bother optimizing for LLMs, and why AI Overviews are showing up three times as often while their hit to clicks has actually eased. We also discuss why email, direct and social traffic are worth far more than their share of page views, what happened to Pinterest, and what a publisher's site is for now. Chapters: 00:09 Google Zero Reality Check 05:31 SEO and LLM Strategy 09:40 AI Overviews and Loyalty 25:24 Pinterest Popularity 33:31 The Future of Sites

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Sharon Profis, vp of audience innovation at Raptive, joins me to walk through what the company is seeing across its network of 7,000 publishers and creators. Google traffic is still declining, and the smallest sites are getting hit hardest. We get into why SEO still works, how much publishers should bother optimizing for LLMs, and why AI Overviews are showing up three times as often while their hit to clicks has actually eased. We also discuss why email, direct and social traffic are worth far more than their share of page views, what happened to Pinterest, and what a publisher's site is for now.

Chapters:

  • 00:09 Google Zero Reality Check

  • 05:31 SEO and LLM Strategy

  • 09:40 AI Overviews and Loyalty

  • 25:24 Pinterest Popularity

  • 33:31 The Future of Sites

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