The days of law firms and lawyers chasing search engine rankings from legal publishing and measuring such success via analytics may be coming to an end.
Isabella Simonetti and Katherine Blunt of The Wall Street Journal reported Tuesday,
“Chatbots are replacing Google searches, eliminating the need to click on blue links and tanking referrals to news sites. As a result, traffic that publishers relied on for years is plummeting.
Traffic from organic search to HuffPost’s desktop and mobile websites fell by just over half in the past three years, and by nearly that much at the Washington Post, according to digital market data firm Similarweb.”
Nicholas Thompson, chief executive of the Atlantic, told his publishing team earlier this year that “[T]he publication should assume traffic from Google would drop toward zero and the company needed to evolve its business model.”
Thompson said ““Google is shifting from being a search engine to an answer engine. We have to develop new strategies.”
