Richard MacManus@ben It's remarkable what a force Google Discover has become, while Google search slowly shrinks for many publishers. One theory I like is that Google is throwing publishers a bone with Discover traffic, while they take away search traffic via AI Overviews. But as the Niemen article notes, Discover is much more of a black box algorithm — there are few ways to optimize for it. And yes, social drives no traffic these days; all the main centralized platforms de-emphasize links now.
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