Steven Zhu

Steven Zhu from UBS Group AG asked about the steps IAC has taken to adapt to changes in LLM-designated high-value content and move away from traditional SEOs. He also inquired about the strategies to control and maintain traffic from other sources, given the accelerating decline in Google Search traffic, which now accounts for 24% of core sessions, down from over 50% two years ago.

Answer

Neil Vogel, CEO of People Inc., addressed the Google Search decline, noting that traffic from Google has fallen from 60% at the time of the merger to 24%, indicating they can see 'the other side of this.' He explained that they fill the sessions gap and maintain healthy sessions through a combination of owned emails, Google Discover, direct traffic, referral traffic, and direct-to-consumer initiatives like My Recipes and the People app.

Steven Zhu (question asked by Vanessa) inquired about the steps People Inc. has taken to adjust to changing LLM content designation and move away from traditional SEOs. She also asked about the accelerating decline in Google Search traffic (now 24% of core sessions) and how People Inc. is controlling traffic from other sources.

Answer

Neil Vogel, CEO of People Inc., addressed the decline in Google Search traffic, noting it's down from 60% to 24% and that they 'can see the other side of this.' He explained that People Inc. is filling the sessions gap through a combination of owned emails, Google Discover, direct traffic, referral traffic, and direct-to-consumer initiatives like My Recipes and the People app, to maintain healthy sessions.