CHARLIE

domenica 17 Maggio 2026

Fare come se Google non ci fosse

L’amministratore delegato della grande multinazionale editoriale Condé Nast ha descritto in un’intervista le dimensioni enormi del declino di traffico portato sui siti del gruppo dalle ricerche su Google, e ha raccontato di avere indicato alle persone responsabili di smettere di pensare a Google e di dedicarsi di più a un rapporto con le comunità di lettori e alla promozione dell’identità delle testate.

“We took a snapshot of search results from seven or eight years ago. And what you saw were a few sponsored links, then the ten blue links. Do the same search today, you get an AI overview, then you get rows and rows and rows of commerce links, then you get sponsored stuff. Each of the last three years, we would do our budgets, and we’d put forecasts in of search traffic declining. Because we’d seen the pattern of algorithm changes. And generally those algorithm changes were negative. Every year, our search traffic was down more than we had forecast. So last year I told our teams, ‘Assume there’s no search.’ You have to have your businesses planned as if search is zero. We don’t expect it to be zero, we expect it to be a single-digit percentage of our traffic”.