For digital publishers, search traffic is a critical driver for reach and revenue. But as Google’s algorithms evolve, maintaining visibility in search results has become increasingly complex.
At XWP, we specialize in helping publishers navigate these challenges through a combination of technical expertise, data-driven strategies, and a deep understanding of how search engines prioritize content.
One of our long-standing publisher partners faced this challenge head-on. After years of steady growth, their traffic began to decline following Google’s late 2023 core updates. Despite optimizing site performance and ensuring Core Web Vitals compliance, the decline persisted. That’s when we stepped in to take a deeper look.
Through a comprehensive audit, we discovered that the issue wasn’t technical, it was a content problem. A significant portion of their content library was no longer providing value, and Google had begun deprioritizing the entire domain as a result. By implementing a strategic de-indexing and optimization plan, we helped them reverse the decline and achieve a 30% increase in page views within just two months.
You can read the full story in our Case Study: How a Media Publisher Reversed a Google Search Traffic Decline.
This project was about more than just traffic recovery. It was about ensuring long-term sustainability through smart content strategy and technical optimization.
At XWP, we approach website relevance with a data-first mindset. Our framework evaluates:
- Recent Traffic Trends: We look beyond overall traffic numbers to understand which content is driving engagement and what is declining.
- Content Quality & Search Intent: We assess whether articles align with Google’s ranking signals and meet audience needs.
- Website Performance & Core Web Vitals: Strong content needs a fast, accessible site. We ensure pages load quickly and deliver a great user experience.
- The Right Balance of Ads & Content: Monetization is critical for publishers, but an aggressive ad strategy can impact search performance. We help clients find the balance that maximizes both revenue and search visibility.
For publishers struggling with search performance, a content audit is not enough. Sustainable growth requires a strategic approach to website relevance, content strategy and website performance.
If your search traffic is trending downward, now is the time to act.
