"Digital advertising revenues also decreased, with website traffic being adversely affected by the introduction of AI overviews by search engine providers, resulting in fewer users clicking through to news websites."

"So first of all, what we are seeing in terms of traditional search that we still see volume growth. So travel clicks that are coming to us from traditional search are still going up year-over-year. That, of course, might change over time, but I think that is an important data point. The other is the number of leads that we're receiving from large language models relatively small, but it is growing."

"Simultaneously, we are using generative AI to put those suppliers' products in front of more customers. We've utilized LLMs to rapidly scale and optimize our SEO titles, leading to greater Wayfair presence in Google Search and a higher volume of free traffic."

"Looking ahead, we are actively shaping the future of agentic commerce with a clear dual-pronged strategy. First, we view this as a new additive channel for growth, so we will be where our customers are. This begins with ensuring a vast and specialized catalog is deeply integrated and accurately represented on leading AI and search platforms including Google, OpenAI and Perplexity."

"Real estate portals built on SEO foundations need to build strategies to acquire traffic from AEO, answer engine optimization, and GEO, generative engine optimization. SEO remains the foundation of AEO and GEO, though a portal's brand, content, and context remain the key building blocks for success. Today, GEO is sub-1% of top-of-funnel acquisition."

"Brand traffic, direct traffic, SEM, display, social, email, SEO, and AEO remain 99.5% of top-of-funnel source. These traffic sources will remain important in the generative AI future for sure, and likely the majority, but GEO will become a much bigger top-of-funnel traffic feed, and we will position our portals to capture that traffic. Many believe that traffic from GEO may be monetized the way Google monetized SEO with SEM. There are some huge AI, GPU, and energy bills to pay out there."

"Beyond macroeconomic headwinds, changes in content search and the way Google presents search results, they have impacted not only our acquisition channels, but also our customers. We are adapting to these changes, acquiring, for example, clients coming from LLMs, but we are still in a period of continuous transitions in this area."

"The way people search for content is changing, and we're embracing this. SEO was the landscape. Now it's part of the landscape. Consumer behavior is slowly shifting away from traditional SEO to sponsored links on search engines to short summaries to AI-powered search engines and to prioritizing social first."

"Just like 15 to 20 years ago, we introduced websites to complement our magazines. We will do it again by pivoting from SEO to AI and social, and this is already happening. But not everything is changing."

"TechRadar is performing extremely well at this moment in time in ChatGPT."

"We have made tremendous progress improving Pinterest as a shopping destination, right? And we are a destination. 85% of our users come to our mobile app directly, 100% of our users are logged in. We are a destination. We are not nearly SEO dependent as others. We are a destination."

"Google Search is a source of our sessions from the 50s down to 28% last quarter. And People Inc. has really filled that hole with other channels. [..] So if you do that math, about 18% of our total Digital revenue comes from Google Search. Now we expect that to continue to decline as whatever disruptions happen with AI overviews."

"The same skills that allow you to be crawled and cited are the same skills for SEO that they are for AI. That's what Google has indicated they're seeing. That's what we're seeing with our capability."

"What we're seeing is that AI-first traffic from that search ecosystem, sometimes called generative engine optimization is growing exponentially. It's a small base, but it's growing exponentially, and the traffic is higher intent. So we're converting it more effectively."

"[The] second way is making sure that we make our data and our content available for the generative AI search engines themselves, so the SEO for AI and that is more of a technology and content strategy, and it's still a very small percent of total searches, but we're excited by how we're showing up there. Again, it's all relative to the competition. And I would say in that, the zero-click search that you mentioned, car shopping is rarely a zero-click or one-click activity. If you're searching for a data point or an answer to a question, it's fantastic. If you're searching for the the perfect Subaru Outback that you want for your family, you're going to need to do some searching over 3 to 6 months."

"I think we're very pleased with our organic traffic and Docusign has an amazing brand and recognition reputation, and I think that plays well, both in an SEO world and a GEO world. With that said, look, behavior, consumer and enterprise buying behavior is changing as a result of LLMs. And so I think we're keeping a very close eye on those changes and how that affects behavior throughout, what we've historically talked about is the funnel. So that's number one."

"Our top line remained pressured, and we continue to navigate an evolving customer acquisition landscape. Traditional SEO continued to decline and our bottom-of-the-funnel marketing investments did not yield their expected results. As a result, our consolidated fourth quarter revenue declined 6.7%."

"Our revenue coming from search traffic in the US - which is about half of Taboola's revenue - is about 5%. So we're not that exposed to search traffic as of now. And of course, I do expect that to go down over time. I think whether ChatGPT competes with Google Search or Google competes with Google Search, search will change."

"Our traffic is actually up quite significantly this year. And AI search is 1% of our overall traffic. And the top 25% brands actually have a 10x visibility in AI search. So which is when you look at brands like QuickBooks and Credit Karma and TurboTax and Mailchimp, it actually plays into our favor. And then the last couple of things I would say is Credit Karma is not at all reliant on SEO search at all because we have 100 million folks that are in-app. And so less than 1% is SEO search. So that's not really impacted at all."

"Generally, we have not been overly reliant on search. I mean, specifically in the business group, our traffic was actually up double digits this past year, and less than 15% of that traffic was actually driven by search."

"Google’s AI overviews and evolving search algorithms have shifted traffic patterns across the open web. Over the past couple of years, forums like ours and Reddit benefited from Google rewarding authentic human content. More recently, zero click search has become a bigger factor, reducing the number of visitors referred from search results to the broader web."

"Search is a part of that armory, but search represents less than half of our audience development strategy. [..] And there is no doubt that search is being disrupted with the advent of AI and LLMs, but there is also increasing confidence that domain authority will remain an asset as search will continue to be a relevant way of finding audiences. But also we are seeing that domain authority is influencing AI engine optimization, and we're seeing our AI engine referrals growing rapidly. And encouragingly, we're seeing the conversion rate to members to being higher than traditionally from search. And so all of that is reasons to feel that we are able to embrace and adapt to the changes in our marketplace."

"It seems apparent that the use of various AI answer interfaces, whether it be ChatGPT or Google's, I mean, the usage of that is increasing dramatically, particularly for research-oriented questions. [..] And I think a large part of the explosion in traffic that we saw was coming from the fact that we are being included in these answers and people are using these methods more. That said, I just want to reiterate that while that growth is large on a percentage basis, as a measure of the overall traffic that comes to our site, it is still small. It is a rapidly growing channel that we will continue to watch closely, but it is still an emerging channel."

"AI overviews are effectively answers to questions that job seekers type in that appear above blue links and they are being used in increasing volume for those research type questions that job seekers have when they're performing a job search. So it's certainly impacting job seeker traffic in terms of those that are doing research."

"We saw some weakness in the lower side of the business. Part of it is because of the Google changes, part of it is maybe some other trends that are kind of hard-to-understand kind [..] where exactly they're coming from, but we see a little bit of weakness regardless of the Google Search. And look, we try to be as transparent as possible about the impacts we see from the search engine. It's just not that material right now. But it's a start of a trend, so we're starting to be [..] a little bit more conservative."

"While the majority of our traffic comes to us directly because of the strength of our brand, both app and people typing directly our brand into their browsers, we have a much lower dependency on what I'll call technical SEO. Our competitors rely on technical SEO at a far greater level than we do because we source the majority of our traffic directly due to the strength of the brand. So it's both an opportunity, and from a threat standpoint, it's relatively minimal. I think the other opportunity, as we noted on the call [is] the strength of our editorial content, [which] we're layering that into as many of the AI engines that we can, which is rendering our brand recognition and serving as a real halo for our authority."

"I don't necessarily think that the integration of AI into [core search] is going to be a net positive for publishers. I don't think that. I think it's changing the way people seek and get their answers. And I would not expect all of a sudden consumers to change their habits and start massively increasing their direct transition to our digital products. On the other hand, I tend to agree with you that I think it bodes well for other advertising mediums that are more brand building specific and less lead-gen, because if you search today and you become accustomed to getting the answer in that first page in the AI results, you are essentially not going to be monetizing on search traffic. And I think advertisers will come to recognize that positioning their businesses through other channels will be important."

"I'd say the story hasn't changed much since last quarter. Organic search is still pretty challenged. What's happened incrementally is we've seen AI overviews roll out to a much broader swath of queries in recent months, which is resulting in more people getting answers without ever clicking through to websites. However, this continues to mostly affect our [?] content, which is why MAUs have been impacted far more than revenue. At the same time, we're also seeing early signs that LLMs are going to be a new organic channel for us. So the channel itself is obviously growing pretty quickly. And third-party data would suggest that we're leading the way there in terms of market share for financial queries. What's probably less obvious is that people who click through from LLMs have materially higher intent to transact than people who click through from search engines. [..] while encouraging in terms of that being a new growth channel, it's still pretty small."

"There's no doubt we're experiencing a bunch of search engine result page volatility, but we've been talking about zero-click search probably for a decade, which is why we're not leveraged to SEO, we generate a ton of non-web engagement. And frankly, so much of our revenues are not actually traffic based."

"We continue our lawsuit against OpenAI. We feel it's important that we protect our IP and ensure that we get fair compensation. We think our content is valuable. We know it's valuable. It's been scraped an awful lot and we should get compensated for that by AI systems."

"We are seeing [..] relatively low adoption of AI search among our target audience base. It's growing quickly, but it's a very low base. And we know, and you know this too, [..] when Google provides the AI response, there's a much lower click rate on it because it's typically a user getting the answer in that response and they don't need to go further. With auto, it's different. They do need to and are demonstrating they typically - even if they're engaging with VLAs for AI - they want to go to a destination where they can compare and contrast, they can do research, they can truly shop in a pretty deep environment."

"I really see AI traffic as a tailwind to us. We are spending a lot of resources on building the platform in a way that we are a great partner for AI-driven companies. I'm big believer that the traffic is moving and people are changing behavior, and they will be using AI more and more. And I actually see Groupon positioned very well in this because we have a very unique offer, and we can be a gateway for many merchants to be part of this AI economy as to call it."

"What we see in SEO is that we have pretty much a steady performance, which actually is a great win because there are plenty of companies which are really facing headwinds right now because the traffic goes down. What we see is that we have declining traffic. However, people are making and spending a little bit more time in decision-making on Google, for example, and then coming to Groupon and they have simply higher conversion. So in SEO part, which also partially includes AI through its AI snippets, we are holding steady, which I consider great results."

"Traffic from GenAI searches is small but growing fast, and it's converting into bookings at higher rates than other traffic. We're working with all the large tech players, Google, OpenAI, Meta and Microsoft, to name a few, to make sure that our brands appear prominently, and their value propositions are clear."

"We recognize that the way consumers will discover and access online sites in the future is changing and we're positioning ourselves to serve them more effectively. Our long-standing expertise in SEO and content optimization gives us a head start as the lines blur between traditional and AI search. And we've been rapidly adapting our products and marketing to drive more direct traffic, engagement and mobile app use."

"Organic website traffic is declining, while paid search costs are rising. Social has become the new front door for discovery, but most brands are [not?] optimizing for it or they're not getting there first. Our ability to drive discovery on social platforms is critical and translates into AI search where platforms like Reddit increasingly contribute to source content and in traditional search, where both Reddit and Instagram index on the first page of Google search results."

"We are certainly seeing customers talking a lot about the fact that they've seen pretty significant disruption to the things that they counted on in the past, specifically around search engine optimization and search engine marketing. Certainly, we're in this world right now where the cost per click on a lot of these things have increased significantly and people are clicking less."

"When it comes to organic search traffic, we do see a decline. It's still very small, but we do see a decline. However, there is a new universe now that people have to think about and work very hard to do that, and this is how to appear and be visible on the LLMs themselves, right? And that is actually at least as complicated as being found on Google."

"Let's say that you have a yoga studio and [you want somebody] to go to an LLM and actually order a class video to join a seminar, right? For that, the LLM has to know the seminar exists, how many seats are there, what is the price of a ticket, what are the tax rules, what is the reimbursement rules, what are the refund rules, what kind of coupons go together, how does it all combine to the membership card that you have, do you need a membership card or you don't need a membership card. All of those things require very complicated back end, which is a very complicated database and a lot of rules on top of that. I don't see, and currently, all the signs point to the other direction, that LLM's providers will not develop those, but actually interface with the existing website."

"A key project involved a targeted effort to reduce the number of low-value pages across the platform, which improved the site's overall quality perception for search engines and enhanced crawl efficiency for the most relevant content. Furthermore, we deployed infrastructure improvements that bolstered indexation rates, ensuring that our unique listings are more readily discoverable."

"We are also actively tracking the emergence of AI and chatbots in the search ecosystem. While we are keenly aware of the potential shifts this technology could bring, to date, the impact on our organic search traffic has been low."

"We haven't actually seen any material impact to our organic search traffic and the kind of key terms or keywords that we rely on to drive the most traffic. yet. However, we're very focused on it."

"First, organic search traffic is declining globally. AI overviews are giving answers, and fewer people are clicking through to websites. Second, AI search is rising. More people are turning to LLM for answers instead of searching for information. And that means the way companies get found is changing rapidly. We saw these shifts coming and moved early to adapt and lead. First, we diversified channels to reach customers where they are. Just 10% of our leads come from blog traffic. The rest comes from a broader growing mix across channels. We've built 10 YouTube channels with 1.8 million subscribers, and Q2 was our best quarter ever for YouTube leads, up 96% year-over-year. On social, we have grown to over 2 million followers on LinkedIn and 600,000 on Instagram. In newsletters, leads grew 50% year-over-year, powered by the Hustle we acquired in 2021 and Mindstream we acquired in 2024. Our podcast reached 5.2 million listeners in Q2 alone."

"Second, we're figuring out how to show up in AI answers. When people ask questions in LLMs, they want specifics, data, quotes, real insights. That's what gets cited. Our marketing team is testing, innovating and leading here. We're now cited in LLMs more than any other CRM, and we are driving conversions from this emerging channel."

"A lot has been said about HubSpot's blog traffic. And I want to share that 10% of HubSpot's leads comes from blog traffic. The other 90% comes from a diversified source of channels that are all growing. We recognized back in 2022 that overdependence on organic search was not sustainable, and we started diversifying our demand engines across multiple channels."

"Our overall digital inventory has been negatively impacted by declining search engine traffic, which I'm sure you're aware of has been the case for all web publishers at scale."

"Remnant revenue tied directly to search traffic will continue to decline, leading to an overall Q3 growth rate roughly in line with Q2's growth rate."

"I'm sure you've seen when you go into Google or other search engines, there's the AI results and in essence, the organic blue links are pushed down and therefore, all publishers across the web are facing this challenge."

"That said, based on comScore, Realtor continues to maintain audience share and grow share of visits, benefiting from continued search engine optimization and the scale of News Corp's global audience."

"We're not seeing any particular negative trends from search, particularly at Dow Jones. Clearly, the current or the new Google format affects different types of content in different ways. So breaking news, specialist news, real estate news, we aren't actually seeing any negative impact. And more broadly, we're in the midst of advanced negotiations with several AI companies. So it is clear that many of them have come to recognize that the purchase of IP is as important as the acquisition of semiconductors or the securing stable energy sources. And in the end, IP powers AI."

"Worth noting as it relates to our publisher partners is the minimal effect we're experiencing from LLM-driven changes in search dynamics. There are two key factors that help minimize the impact on Taboola as well as our publisher partners. First, we're fortunate that the vast majority of our publisher partners are top-tier enterprises, including names like ESPN, USA TODAY, CNBC, and Nexstar, who benefit from strong brand recognition and loyal audiences. As a result, they enjoy substantial direct traffic, with search traffic typically accounting for just about 30% to 40% of their total. Second, a significant portion of our revenue comes from open web platform partnerships such as Yahoo!, Microsoft, Apple, Samsung, and others, which received little to no search traffic to begin with. These two pillars of our supply base has helped our publishers stay strong as well as us, maintaining a blended search traffic share of around 5%. To date, we have not seen material impact from recent changes in the search market driven by [LLM's]. Performance remains stable with year-to-date effects limited to the mid-single digits."

"I think that while search traffic may go down and will reduce page views to publishers from that perspective, there is a new kind of birth of new type of traffic that will go up, and that is LLM on publisher sites."

"A lot of travel is switching from desktop to mobile and from Google search to social media. And so increasingly, people are spending time on social media and social media is gradually taking over as the number one place for travel search from Google and travel is becoming more of an inspiration base than a high-intent search-based destination platform. So Airbnb, we think, is really primed for social media."

"I think free search organic traffic - which people often refer to as Google SEO - unbranded Google SEO is probably a declining asset for most businesses you talk to. Internet marketplaces, content providers, et cetera. Google has not been growing rents over time. Five or six years ago, our unbranded free search traffic was [..] a little over 20% of our total volume. Now it's a little less than $10 million. That's not a heroic accomplishment. Many people would look at it as the opposite, but it's sort of the trend of the industry."

"We have been constantly working to get our technical setup right and make sure our content is fresh and applicable, and we're going to continue to do that. That being said, we're not projecting growth in what Rusty just talked about in the free organic. So all of our volume and all of our margin assumes continued decline. The good news is that when you're below 10%, the decline is not major. So we're not banking on any of this here. We've done everything what we've done in the second quarter with proprietary traffic without any help from Google SEO."

"Again, our SEO is down and our proprietary traffic is up"

"Tech companies are making moves that continue to result in less traffic publishers and products like ChatGPT and Google's AI overviews and now AI mode are playing a significant role in that. We have spent many years executing on the strategy of building coverage and products that are worthy of direct relationships and daily habits and our success at that has made us resilient in a dynamic ecosystem. I'm confident that we're going to continue to demonstrate that resilience as we execute on our strategy and all the priorities I talked about."

"In the second quarter, total revenue was $105 million, a decrease of 36% year-over-year. This includes subscription services revenue of $90 million. We had 2.6 million subscribers during the quarter, representing a year-over-year decline of 40% as we continue to feel the impact of lower traffic largely due to Google AI overviews."

"Google started to send out less and less traffic to people like us, to publishers and to others who created content. And that is Google's prerogative, right? So we're like, okay, we need to figure out how we're going to live in a world where Google traffic might not be the driver of our growth. [..] We have a term we use internally called Google Zero. What happens if Google goes to zero? What happens if Google no longer sends us traffic? Well, I think we're going to be very healthy."

"Core sessions have grown while the percentage of traffic from Google has shrank. Now, there are two reasons for that. One, Google is changing their search page rapidly to favor things Google chooses to favor. And two, that is the impact of AI. When people talk about the impact of AI on our business, they're really talking about search for us. Because as AI competes with Google and Google puts AI on their page or someone chooses to go somewhere else for search, there's no guarantee we get a link like the old days, like we used to get a link. So you're seeing our traffic from Google go down while you're seeing our overall sessions go up."

"I think we said last quarter, they [AI Overviews] were on about 35% of our searches. As expected, that has rapidly expanded. It's probably on more than half of the searches where our content appears. Some properties less, some properties more, but probably around 50%, 55%. Again, we've run through the math. That definitely depresses CTR, but it's the reason why we're doing everything we're doing, and it's the reason why we're investing behind our brands. It's the reason why we're doing things like the PEOPLE app and MyRecipes and some more things you're going to see from us to connect directly to our audiences."

"Whether it's OpenAI or Google Gemini or Perplexity, the amount of traffic coming from them is rising, but it's very, very small. And so that said, given the magnitude of the change, it's not something you're going to ignore."

"We've seen a lot of organizations fall off a cliff in terms of SEO. I've seen some numbers as high as like 30% to 40% drop off. Our team is doing a better job than they ever have in doing return on ad spend. We've focused really, really, really tight on that. And I think that we're probably more efficient than we've ever been in that space. We also think what I'm excited about is with some of the work we're doing in Agentic AI, we actually have the ability to be able to help customers with SEO and search and really make video part of that longer-term SEO strategy. So while there are some challenges in the environment in that space, we also view what we're releasing in the marketplace as something that might be a solution."