Reach Adapts to Google Referral Traffic Decline Amid Algorithm Changes
David Higgerson, Chief Content Officer at Reach, discussed the company's experience navigating a significant decline in Google referral traffic. The 50% drop was a major challenge for Reach, which relies heavily on Google to drive its audience acquisition efforts.
Higgerson noted that algorithm changes played a role in the decline, but also emphasized the impact of the UK Competition and Markets Authority's (CMA) rules for Google. The CMA's regulations aim to promote competition and fairness in the online advertising market.
According to Higgerson, Reach is adapting to these changes by diversifying its audience acquisition strategies. He highlighted the importance of building direct relationships with audiences and exploring alternative platforms to reduce dependence on Google.