Kevin Indig (ex-Dropbox, Reddit) analysed Sparktoro's recent study on the steep decline in clicks to the open web from Google since January 2023.
In his LinkedIn post, he stated that clicks to Google's own properties are increasing and shared some other significant takeaways:
The SEO traffic market is shrinking, making it more competitive.
New/trending keywords probably offer the biggest opportunities.
You want to be very thoughtful about which keywords you target because you need to go after them with high effort to get traffic.
SEO SHIFTS: DECLINING СLICKS TO OPEN WEB, RISING COMPETITION, AND STRATEGIC KEYWORD INSIGHTS
