How Publishers Can Turn the Search Traffic Crisis into an Opportunity

The news industry is at a turning point. Google’s rollout of AI summaries has changed how audiences discover content. While that means fewer clicks coming directly from search, it also creates an opening: the chance to build deeper connections with the readers you already reach and unlock more value from every visit.

And the numbers show just how big this shift is. U.S. outlets have reported search traffic declines of 10–16%, with some losing as much as 79% when AI results take the top spot. “Zero-click” searches now account for 69% of queries, meaning most users never even reach publisher pages.

So the question isn’t whether referrals will bounce back. It’s how publishers can maximize the audience they already reach directly - and turn the current crisis into an opening for deeper engagement, stronger retention, and new revenue streams.

Why Video Is the Key

Across websites, apps, and newsletters, one format consistently stands out: video.

And when outlets create their own branded, unique news videos - rather than relying on syndicated or standard clips - they unlock three powerful advantages at once:

• Longer engagement: Audiences spend more time on site and in app.

• Stronger loyalty: Video makes the overall experience feel distinctive and worth subscribing to.

• Higher revenue: Video ads typically deliver CPMs of $20–$50 compared to $2–$20 for display, unlocking a 3–5× uplift in value.

Unlocking More Value

The impact extends beyond the website. Adding your unique news videos to newsletters transforms them from quick scans into rich experiences that readers actually watch and enjoy. Video ads in email can generate several times the revenue of text alone, while branded video content can boost subscriptions by 5–10% by making the product feel more premium.

How Caledo Helps

This is exactly where Caledo comes in. We help publishers turn the stories they’re already writing into high-quality, branded news videos that feel like a natural extension of their reporting. The result is a richer experience for readers, stronger retention, and more revenue – without adding strain to the newsroom.

With Caledo, integrating video is fast, seamless, and cost-effective thanks to AI. It’s a simple plug-in step that fits right into existing workflows. Publishers we work with are often surprised at how quickly they see results – whether in subscriber value, newsletter performance, or overall ad revenue.

The Bigger Picture

The rise of zero-click searches may feel like a threat, but it’s also an opportunity to rethink models and finally make video work for journalism. By embracing unique, branded video at the core of their digital strategy, publishers can not only offset lost referrals but actually come out ahead – transforming the challenge into a catalyst for growth.

At Caledo, we believe this is the moment to flip the script: from lost clicks to deeper connections, from declining traffic to stronger loyalty, and from shrinking margins to expanded revenue.