Change SEO at a glance: E-commerce winner in visibility- news and advice portals have lost

SEO analysis 2024: E-commerce benefits, news portals suffer massive losses

The year 2024 marked a decisive turning point in the SEO landscape. While e-commerce companies benefited from Google's algorithmic changes, many news and advice portals suffered dramatic losses in visibility. Analysis of SISTRIX data reveals clear winners and losers, as well as the driving factors behind these developments.

Suitable for:

• How Google updates change the publisher and publishers worldwide-so specialized content dominate Google search

E-commerce as a winner of the Google SERP changes

Industry trends compared

• E-commerce dominates visibility
• 15 of the 100 biggest visibility winners in 2024 were online shops, including Amazon as the second strongest domain in the German Google results.
• Global platforms such as eBay Classifieds and Pinterest increased their visibility through migrations to .com domains and mobile optimizations.

News portals in free fall

• 45 of the 100 biggest SEO losers were publishers, including Web.de (-57% visibility), Focus.de (-46%) and Stern.de (-50%).
• Main reasons: Google snippets, AI-powered search assistants and new SERP features pushed classic news sites out of the top results.

Why e-commerce is booming: Key factors for success

1. Mobile-First Optimization

• Over 60% of Google searches in 2024 were conducted on mobile devices, which meant that mobile-optimized pages with fast loading times (Core Web Vitals) were favored.
• Example: Leckerschmecker.me increased its visibility by 761% through mobile-friendly recipe pages with video integration.

2. Specialization and thematic authority

Google rewards specialized shops with high thematic relevance. Examples:

• Leckerschmecker.me (cooking recipes) outpaced generalists through targeted content optimization.
• Kleinanzeigen.de dominated the used goods market through targeted categorization.
• Global marketplaces like Amazon benefited from brand authority and AI-powered product recommendations.

3. AI integration and data-driven SEO

• AI tools optimized keyword analysis and personalized product recommendations.
• Amazon used Brand Analytics to more precisely serve search intent.
• Automated product descriptions increased relevance and conversion rate.

Challenges for e-commerce

Despite the positive development, there are risks:

• Increasing competitive pressure: Google Ads requires larger budgets to stand out against competitors.
• AI search services: SearchGPT & Co. reduce organic traffic from classic product searches.
• SERP reduction: Featured snippets and Google Shopping boxes account for 78% of clicks in the first viewport.

The big losers: Why publishers, travel and fashion are under pressure

1. Publishing industry: News and advice portals in crisis

Why they lose:

• Featured snippets and knowledge panels are replacing traditional news links.
• AI search assistants like Perplexity and SearchGPT are absorbing traffic.
• Mobile-first indexing reduces click-through rates on lengthy texts.

Examples:

• Web.de: -57% visibility
• Focus.de: -46%
• Stern.de: -50%

2. Travel industry: Bankruptcies and failed migrations

Problems:

• The insolvency of FTI Touristik led to a complete loss of SEO visibility.
• Interchalet.de lost its rankings after moving to Interhome.de.
• Adlermode.com suffered a massive loss of visibility after migrating to adler.de.

3. Retail and Fashion: Risks of Domain Migrations

• Weltbild.de (-98%) is almost invisible after migration to Thalia.de.
• Adler Mode lost valuable rankings due to an unstructured domain migration.
• Key finding: Unplanned domain migrations harm SEO performance in the long run.

4. Affiliate marketing: Stricter Google guidelines affect coupon portals

Crisis zones:

• Focus.de vouchers: Despite a successful subdomain, the main domain's visibility declined.
• Helpster.de (-98%) fell due to Google's "Helpful Content Update".
• New Google policy: The “Site Reputation Abuse” policy (May 2024) penalized third-party content.

Long-term risks and developments

1. AI search services are displacing classic Google searches

• Tools like SearchGPT reduce organic traffic by delivering direct answers.
• Publishers are fighting for relevance in a world where readers are clicking on their pages less and less often.

2. The dominance of video content

• 62% of "how-to" searches end on YouTube.
• Publishers need to switch to video formats to secure reach.

3. Specialization trend displaces generalists

• Topic-specific platforms like Transfermarkt.de or Chefkoch.de are displacing broadly based magazines.
• Google favors expert pages with high content authority.

Outlook 2025: How companies must react

• SEO and SEA are merging: Organic reach alone is no longer enough. Companies must integrate paid strategies.
• AI-powered keyword research is becoming standard: Personalized content based on user data increases visibility.
• Video content and augmented reality are gaining ground: Interactive product presentations increase the conversion rate.

SISTRIX Chief Analyst Oliver Papke: “Global players like Amazon set the standard – anyone who wants to keep up needs technical excellence and thematic depth.”

As the e-commerce sector grows, traditional industries must adapt. Those who want to survive in the long term need a strategy that integrates technological change, specialization, and multimodal content.

At a time when a company's digital presence determines its success, the challenge is how to make this presence authentic, individual and far-reaching. Xpert.Digital offers an innovative solution that positions itself as an intersection between an industry hub, a blog and a brand ambassador. It combines the advantages of communication and sales channels in a single platform and enables publication in 18 different languages. The cooperation with partner portals and the possibility of publishing articles on Google News and a press distribution list with around 8,000 journalists and readers maximize the reach and visibility of the content. This represents an essential factor in external sales & marketing (SMarketing).

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E-commerce vs. publishers: The winners and losers of SEO in 2024

Search engine optimization (SEO) proved to be a dynamic and crucial field for businesses and online presences of all kinds in 2024. As the digital landscape continued to evolve, certain industries emerged as winners, while others faced significant challenges. A detailed analysis of SEO performance in 2024, based on data from SISTRIX and other sources, paints a clear picture: E-commerce websites experienced above-average growth in visibility compared to other sectors, while publishers and news portals suffered massive losses.

E-commerce triumphs: A rise in visibility

The data shows that e-commerce sites experienced a remarkable rise in organic visibility in 2024. This is due to a combination of algorithmic changes, strategic advantages, and proactive adaptation to the evolving requirements of search engines. Of the 100 biggest visibility winners of the year, 15 were online stores, a testament to the effectiveness of their SEO strategies.

Amazon, as one of the most visible domains in German Google search results, is a prime example of e-commerce's success in SEO. The company has solidified its position through continuous optimization, a broad product range, and strong brand authority. Other global marketplaces like eBay Classifieds and Pinterest have also seen significant growth. This growth is partly attributable to successful migrations to .com domains and consistent mobile optimization, highlighting the importance of these factors for SEO success.

Mobile-first optimization: A crucial factor

One of the key factors for the success of e-commerce websites in 2024 was mobile-first optimization. Over 60% of Google searches were conducted on mobile devices, meaning that space-saving SERP formats and mobile-friendly websites had a clear advantage. Online shops that invested in responsive designs and fast loading times (Core Web Vitals) were able to significantly improve their visibility.

A concrete example is Leckerschmecker.me, a website specializing in cooking recipes. By implementing mobile-friendly recipe pages with video integration, Leckerschmecker.me was able to increase its visibility by an impressive 761%. This example illustrates how important it is to place the mobile user experience at the heart of your SEO strategy.

Specialization and globalization: A recipe for success

Another trend that emerged in 2024 was Google's prioritization of topic-focused domains. Niche shops concentrating on a specific theme or product category were able to outrank generalists. Leckerschmecker.me (recipes) and Kleinanzeigen (second-hand goods marketplace) are examples of websites that benefited from this development.

At the same time, global brands like Amazon continued to dominate the market through their brand authority and AI-powered product listings. These brands have the resources and expertise to continuously optimize their SEO strategies and adapt to the changing requirements of search engines.

AI Integration: A Competitive Advantage

The integration of artificial intelligence (AI) into SEO strategies proved to be a crucial competitive advantage in 2024. Tools for keyword analysis and personalized product recommendations significantly improved organic visibility. Amazon, for example, used brand analytics to more accurately address search intent and offer its customers more relevant products.

AI-powered tools enable companies to analyze large amounts of data, identify trends, and adjust their SEO strategies accordingly. By automating certain tasks and providing valuable insights into user behavior, AI tools can significantly increase the efficiency and effectiveness of SEO campaigns.

Challenges for e-commerce: competitive pressure and AI search services

Despite the positive developments, there are also challenges for e-commerce in the SEO field. Competitive pressure is enormous, and paid advertising (SEA) requires larger budgets, as Google Ads campaigns are increasingly competitive.

Another risk is AI search services like SearchGPT, which could divert traffic away from traditional product searches. These tools offer users a more direct and personalized search experience, which could threaten the organic visibility of e-commerce websites in the long run.

Furthermore, featured snippets and Google Shopping boxes account for a significant portion of clicks in the first viewport of the search engine results page (SERP). This means that e-commerce websites need to be even more creative and strategic to stand out in search results and capture users' attention.

Outlook 2025: Hybridization of SEO and SEA

The trend towards hybridizing SEO and SEA is expected to intensify by 2025. E-commerce websites will need to combine AI-powered keyword research with high-quality product data to maximize their visibility.

Video content (e.g., 3D product views) and augmented reality (AR) are expected to become increasingly important for engaging mobile users and providing them with an immersive shopping experience. By integrating these technologies, e-commerce websites can improve their conversion rates and differentiate themselves from the competition.

According to Oliver Papke, chief analyst at SISTRIX, brand authority remains crucial: “Global players like Amazon set the standard – those who want to keep up need technical excellence and thematic depth.” This means that e-commerce websites must invest in building a strong brand, providing high-quality content, and optimizing their technical infrastructure in order to remain competitive.

Publishing industry in crisis: Massive declines in news and advice columns

In contrast to the success of e-commerce, the publishing industry, particularly news and advice portals, experienced the greatest loss of visibility in Google search results in 2024. This is due to a combination of factors, including the dominance of Google's own content in the SERPs, the rise of AI search services, and the impact of the mobile-first index.

45 of the 100 biggest SEO losers were publishers such as Web.de (-57% visibility), Stern.de (-50%), and Focus.de (-46%). These figures illustrate the extent of the challenges facing the publishing industry in the field of SEO.

Google SERP dominance: An insurmountable hurdle?

A major reason for publishers' losses is the increasing dominance of Google's own content in the SERPs. Featured snippets, knowledge panels, and social media have pushed publisher links out of the primary viewport, leading to a decline in organic clicks.

In recent years, Google has increasingly integrated its own content and features into the SERPs to offer users a faster and more comprehensive search experience. However, this has resulted in publishers having less space to stand out in the search results and drive traffic to their websites.

AI tools: A threat to traditional advice columns

The rise of AI search services like Perplexity, Claude, and SearchGPT poses a further threat to the publishing industry. These tools offer users a more direct and personalized search experience, which can divert traffic away from traditional advice sites like Computerbild.de.

AI search services are capable of answering complex questions, summarizing information from various sources, and providing users with tailored answers. This makes them an attractive alternative to traditional search engines, especially for users who need fast and accurate information.

Mobile-First Index: Space-saving response formats

Google's mobile-first index also contributed to publishers' losses. Space-saving answer formats reduced click-through rates on publisher pages, as users could find the information they needed directly in the SERPs without having to visit the publisher's website.

Google introduced the mobile-first index to address the growing importance of mobile search queries. Websites that are not optimized for mobile devices are penalized in the rankings, which can lead to a decrease in visibility and traffic.

Travel industry: Bankruptcies and failed migrations

The travel industry also faced significant challenges in 2024. Bankruptcies and failed domain migrations led to substantial losses in organic visibility.

A sad example is FTI Touristik, which lost all visibility due to insolvency. But domain migrations can also lead to significant losses, as the examples of Interchalet.de (moving to Interhome.de) and adlermode.com (migrating to adler.de) show.

Failed domain migrations can lead to a loss of organic traffic, as search engines may struggle to recognize the new website structure and adjust their rankings accordingly. Therefore, it is crucial to carefully plan and execute domain migrations to avoid negative impacts on SEO performance.

Retail and fashion: Domain migrations as a risk

Domain migrations also pose a significant risk in the retail and fashion industries. Weltbild.de (which moved to Thalia.de) experienced a 98% drop in visibility, and Adler Mode also suffered a decline after migrating to adler.de.

These examples illustrate that unstructured domain changes can jeopardize SEO performance. It is crucial to carefully plan and execute domain migrations to ensure that search engines recognize the new website structure and adjust rankings accordingly.

Affiliate marketing: Spam policies affect voucher portals

Affiliate marketing also faced challenges in 2024. Google's Site Reputation Abuse Policy (May 2024) impacted commercial third-party content, particularly coupon portals.

Despite subdomain success, Focus.de vouchers saw a decline in main domain visibility, and Helpster.de suffered a loss of -98% after the Helpful Content Update.

Google has introduced the Site Reputation Abuse Policy to penalize websites that publish low-quality or misleading content to improve their rankings. This has particularly affected affiliate marketing websites, which often rely on publishing coupons and offers from other companies.

Long-term risks for industries: AI search services, video dominance and the specialization trend.

Looking ahead, several long-term risks exist for various industries within the SEO field. AI search services like SearchGPT could further reduce organic traffic, while video dominance (62% of "how-to" searches end in YouTube tutorials) threatens traditional text content.

Furthermore, the trend towards specialization could lead to topic-specific domains (e.g., transfer market) displacing generalists. This means that companies will have to focus on a specific topic or product category to remain competitive.

According to Oliver Papke of SISTRIX, "there's hardly any room left for publishers on the first search results page." While e-commerce and niche sites are gaining ground, traditional industries must counter this trend with specialized content, technical optimization, and multimedia strategies.

Adaptability is the key to success

The SEO landscape changed significantly in 2024, and businesses needed to adapt to remain competitive. E-commerce websites benefited from mobile-first optimization, specialization, and AI integration, while publishers struggled with challenges such as the dominance of Google's own content and the rise of AI search services.

Looking ahead, it is crucial that companies invest in technical optimization, high-quality content, and multimedia strategies to improve their visibility and reach their target audience. Hybridizing SEO and SEA, integrating video content and augmented reality, and focusing on specialization and brand authority will be key success factors.

Only those who adapt to the changing requirements of search engines and develop innovative strategies will be able to remain competitive and achieve their goals. The SEO landscape is dynamic and requires continuous adaptation and optimization to succeed.

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