Imagine waking up tomorrow to a world where Google no longer drives traffic to your site. Unrealistic? Maybe. Impossible? Definitely not. As algorithms evolve and search dominance becomes less predictable, publishers are faced with a pressing challenge: adapting to a life without Google as the primary traffic source. 

At Affiliate Summit West 2025, industry leaders tackled another highlight relevant session head-on "A Life Without Google: Traffic Sources for Sustainable Growth." The panel featured Leilani Han, Executive Director of Commerce at NYT Wirecutter, Mike Bruno, VP of Commerce at CNN, Megan Rogers, Account Manager of Performance, Affiliate & Commerce at Optimism, and Alana Wolfman, VP of Revenue Operations at Recurrent Ventures, with Lynda Mann, Co-founder of Affilimate, moderating the discussion. Together, they shared actionable strategies to future-proof audience acquisition and build sustainable traffic streams. 

1. Google is a Piece of the Puzzle…. but Not the Whole Picture 

For many publishers, Google remains a primary traffic driver, but the risks of over-reliance are impossible to ignore. As algorithms evolve and penalties loom, diversification isn’t optional - it’s urgent. 

• Wirecutter began diversifying years ago, building direct relationships with its audience. Today, Google traffic is no longer their dominant source. 

• For Optimism, their "email-first" strategy minimizes dependency on Google altogether, allowing them to nurture highly engaged audiences directly. 

Takeaway: Embrace channels you can own, like email, direct traffic, and brand partnerships to reduce vulnerability to search algorithms. 

2. Email is a Superpower (Start Using It) 

Email isn’t just a channel; it’s your lifeline to building and owning your audience. 

• Optimism has built its business around email-first publishing, creating a direct, reliable connection with its audience. 

• CNN and Recurrent Ventures both emphasized newsletters as a priority. Newsletters not only deliver value directly to readers but also help convert one-time visitors into loyal, repeat users. 

Takeaway: If you’re not already prioritizing email, start now. Build segmented lists, create engaging content, and turn casual readers into lifelong fans. 

3. Content Evolution Matters (It’s More Than SEO) 

Your audience is smarter than Google’s algorithm, and your content strategy should reflect that. 

• Wirecutter shifted from long-form reviews to a more diverse mix of content: service journalism, cleaning tips, product first impressions, and beyond. 

• Publishers across the board emphasized tailoring content to meet people where they are—whether that’s search, email, Reddit, or TikTok. 

Takeaway: Diversify the types of content you produce and ensure it resonates across platforms, not just search engines. 

4. Experiment Boldly With Alternative Channels 

Don’t put all your eggs in Google’s basket. The panel agreed that experimentation is key to unlocking new traffic sources. 

• Reddit AMAs have been a surprising success for Wirecutter, allowing them to engage directly with niche communities and drive traffic through genuine value exchange. 

• Recurrent Ventures leaned into push notifications and linear shows, such as Black Friday specials, to grow engagement beyond search. 

Takeaway: Experiment with social platforms, video, community-driven platforms like Reddit, and even push notifications to create new traffic streams. 

5. Retention is the New Growth 

It’s not about getting visitors, it’s about keeping them. Building loyalty and repeat visitors was a recurring theme. 

• CNN’s focus is squarely on retention and loyalty. They’re investing in great UX, community-building, and meaningful reader experiences to create “repeat visitors” rather than one-and-done sessions. 

• Recurrent Ventures is doubling down on cultivating niche audiences—like outdoor enthusiasts and DIY’ers—within its ecosystem of brands. 

Takeaway: Focus on fostering lasting relationships through personalized experiences, community building, and stellar engagement. 

6. Infrastructure First, Innovation Second 

To experiment successfully, you need a solid foundation. Several panellists highlighted how investing in backend infrastructure, like robust CMS systems and product databases, was critical for enabling experimentation and scaling growth. 

Takeaway: Before chasing shiny new traffic sources, ensure your tech and content infrastructure can support and amplify your efforts. 

So, What’s Your North Star Without Google? 

When asked to identify their North Star in a Google-free world, every speaker had the same guiding principle: owning your audience. No matter the channel, be it email, direct traffic, or strategic partnerships, the goal is to develop meaningful, direct connections that don’t rely on third parties. 

Feeling Nervous About Your Traffic Mix? Start Here. 

If you’re sweating about your reliance on Google, take heart. Here’s the panel's advice: 

• Start Diversifying Now. Don’t wait for the algorithm to shift—proactively explore new channels and traffic sources today. 

• Be Bold. Experimentation breeds innovation. Whether it’s newsletters, Reddit, or TikTok, test new ways to engage your audience. 

• Manage Up. Advocate for the investment needed to develop sustainable traffic strategies, this isn’t a quick fix, but it’s worth it.