Web publishing is not dead, according to Google CEO Sundar Pichai, who recently shared that the web is actually expanding, with a 45% increase in web content over the last two years—growth driven mainly by human creators, not bots or AI tools. Pichai emphasized that Google remains deeply committed to driving traffic to publishers’ websites and supporting the open web, especially compared to other tech giants prioritizing closed platforms and keeping users within their own apps.
Publishers and businesses should focus on creating high-quality, original content and diversify their formats and channels—embracing YouTube, podcasts, and social media alongside websites—to remain visible in an AI-driven search landscape. Google’s evolving features, like AI Overviews, still require linking to sources and reward depth, context, and value, making strategic adaptation and consistent quality more important than ever.
Web content is growing rapidly: 45% more pages published in the last two years.
Google sends more quality traffic: Google strongly prioritizes driving referrals to a wide range of publisher sites.
Success requires adaptation: Focus on quality, context, and multi-platform presence to thrive in the changing digital ecosystem.
