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Search traffic drops to 12% of North American publisher pageviews in latest Chartbeat data

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TLDR

Search referral traffic to North American publishers fell sharply to 12% of pageviews in Q3 2025, down from 21% the prior quarter, according to Chartbeat data.

Optimixed Overview

Optimixed's original report on this story.

Chartbeat reports that North American publishers saw search traffic plummet to 12% of total pageviews in Q3 2025, down from 21% in the previous quarter—a dramatic 9-point decline. While overall traffic volumes remained stable, the shift suggests publishers are receiving visitor traffic from other sources to compensate, raising questions about what channels are capturing the traffic that search previously drove.

Topics:SEO News & Algorithm Updates
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