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Ziff Davis Says Organic Google Referrals Fell About 37% via @sejournal, @MattGSouthern

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Ziff Davis Says Organic Google Referrals Fell About 37% via @sejournal, @MattGSouthern

A large publisher says organic Google referrals fell again and pointed to Search Console's AI report. Here's what its AI impressions comparison measures.

Ziff Davis says organic Google referrals to its properties fell about 37% year over year in the third quarter. CEO Vivek Shah told analysts on the company’s Nov. 6 earnings call that referrals fell about 23% in the same quarter last year, putting the two-year decline at more than 50%.

Shah referenced an impressions figure from Google Search Console as well. Ziff Davis’ digital media sites generated about 2.7 billion impressions for both AI Overviews and AI Mode during the quarter, which was nearly 10 times “the clicks those same sites received from Google Search” based on his estimates. Other sites that have Search Console’s generative AI report are able to generate the same comparison. Google’s definitions show this compares impression counts inside their AI feature reporting vs. all click throughs from Search.

Shah said Ziff Davis is “not planning on a search recovery” and expects referrals to keep falling. Third-quarter revenue fell 5.6% to $289.3 million, a smaller drop he attributed to businesses that don’t rely on Google traffic, such as subscriptions and apps.

Shah said an impression is a count of “how many times a link to a page was shown inside generative AI features” and that this figure is coming from Search Console. Google has a help page to explain what the generative AI performance report does and it says the report counts the number of times links to a site appeared in AI Overviews and AI Mode.


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