Independent travel publisher reports dramatic decline in readership after search changes
ViaTravelers documents significant impact on traffic and operations following recent Google algorithm updates.
Nearly three weeks after Google's Search algorithm changes, ViaTravelers, an independent travel publication, has reported a devastating decline in readership, highlighting broader challenges facing independent digital publishers. The publication's traffic has dropped from over one million monthly readers to approximately 30,000, representing a 97% decrease in visibility.
Kyle Kroeger, founder of ViaTravelers, made the announcement from his Amsterdam apartment on December 13, 2024. The revelation comes after a year of silence, during which the publication attempted to understand and address the dramatic decline in its search visibility.
The impact extends beyond mere numbers. Before the changes, ViaTravelers maintained substantial engagement across its European content, with specific metrics showing remarkable reach: over 100,000 monthly clicks on European content, 16,152 monthly clicks on their Dutch food guide, and more than 5,000 monthly clicks on multiple Amsterdam guides.
According to Kroeger, the situation has created significant challenges for the publication's team of writers who collectively brought extensive travel expertise to their content. The team's credentials include exploration of more than 150 countries, visits to every U.S. state, documentation of over 100 national parks, and generation of more than 15,000 original travel photographs. In 2023 alone, the team visited more than 30 countries.
The publication's content creation approach has been notably authentic, with Kroeger stating, "We don't take sponsored deals for travel, we've never been paid once to promote a product, and we spend our money to travel." This commitment to independence makes the current situation particularly challenging for the publication.
One particularly concerning development involves the handling of ViaTravelers' original photography. Kroeger has discovered that the publication's images now appear in Google searches but direct traffic to competitor sites that have never visited the featured locations. He specifically noted an instance involving a unique photograph from a temporary Van Gogh Museum exhibit, demonstrating how even highly specific, original content has been affected.
The situation has personal implications for Kroeger and his family, who relocated from Minneapolis to Amsterdam to pursue their vision of authentic travel coverage. His daughter, who now speaks Dutch and attends a local school, has become part of the story they aim to tell about immersive cultural experiences. "After nearly 3 years in Amsterdam, my daughter speaks Dutch at her local school, recognizes Van Gogh's work on sight, and has experienced dozens of different cultures through our neighbors and community," Kroeger shared.
Luís Rijo
The decline in traffic has created significant operational challenges for ViaTravelers' team of writers, including:
- Stuart Jameson, who has visited over 70 countries and once hitchhiked from Germany to Cambodia
- Amanda Finn, a Chicago-based writer with expertise in Prague and Disney parks worldwide
- Kim Magaraci, known for award-winning photography from locations like the Tetons
- Woodrow Matthews, who has visited all U.S. states and lived in France
The publication's experience reflects broader industry trends affecting independent travel content creators. Data shared by ViaTravelers indicates that large media companies with multiple domains now occupy approximately 70% of first-page results for travel queries, while independent travel blogs have seen an average traffic decline of 55% since 2022.
The financial implications are significant: the average cost to produce original travel content has increased by 45%, while ad revenue has decreased by 60%. This combination has made it increasingly difficult for independent publishers to maintain their operations and continue providing first-hand travel coverage.
Despite these challenges, Kroeger maintains that ViaTravelers will continue its mission. "We'll continue to provide you with the best experience possible, but please be patient as we try to find ways to navigate this new environment," he stated. The publication has initiated a #SaveIndieTravel campaign to raise awareness about the challenges facing independent travel publishers.
The situation raises broader questions about the future of authentic travel content online and the sustainability of independent digital publishing. As search algorithms continue to evolve, the ability of independent voices to reach their audiences through organic search remains uncertain, potentially affecting the diversity of perspectives available to travelers seeking authentic, first-hand information.