Media Briefing: The new World Cup SEO playbook: What’s in and what’s out

This Media Briefing covers the latest in media trends for Digiday+ members and is distributed over email every Thursday at 10 a.m. ET. More from the series →This week’s Media Briefing looks at why the World Cup is no longer the easy search traffic win it once was, and how publishers are adjusting their strategies to pull people in.

The new World Cup playbook

The World Cup used to be a guaranteed search traffic bonanza for publishers. In the age of AI answers and zero-click search, that playbook is being adapted to changes in SEO, direct audience and off-platform strategies.

Here’s what’s in and what’s out for publishers’ World Cup coverage playbook.

In: A new kind of World Cup traffic win

Media Briefing: The new World Cup SEO playbook: What’s in and what’s out

Related reading

Future of Marketing Briefing: Soccer's World Cup buzz isn't moving needle on…

Media Briefing: The post-traffic era of the open web is taking shape

Media Briefing: As Google traffic ebbs, some publishers see social platforms as…

Media Briefing: Publishers are replacing Google with a little bit of everything

Media Buying Briefing: It's a world party at the World Cup, unless you're…

Five things the World Cup taught marketers about creators