It’s definitely not an easy time to be a publisher. These days, pubs are getting hit from all angles. Google and Facebook (also known as the Walled Gardens) take 90% of all new ad dollars spent. At the same time, Google (via SEO) and Facebook (via their news feed algorithm) completely control the distribution of content. As these big kahunas flex their muscles, the entire industry has to react and adjust to accommodate them—or risk falling by the wayside. Recently, the punishment of publishers has been especially harsh…
Coalition for Better Ads: Google is unit-shaming publishers and penalizing their SEO (a huge source of traffic) if they run certain ad types. While most of these units are not user-friendly, these rules restrict pubs’ freedom to monetize their sites to their liking and in keeping with their business needs.
Facebook’s algorithm change: In Facebook’s attempts to fend off fake news, they have announced an update to their algorithm that de-prioritizes publisher content in favor of user posts. This has severely decreased traffic to publishers, and has even shut one down already.
How can publishers fight back and win ROI? Here are a few best practices to help pubs continue making money in this ever-changing media landscape:
Vary your traffic sources and the types of content you produce. Don’t be completely reliant on Facebook’s new video initiative or on Google search. With so many changes constantly hitting our industry, you don’t want to be blindsided.