Publishers Weigh Blocking Google as Search Traffic Deal Breaks Down

For years, websites allowed Google to index their content in exchange for a steady stream of search traffic, but that arrangement now appears to be unraveling. Declining referral traffic from Google — a trend dubbed 'Google Zero' — is forcing publishers to reassess their relationship with the search giant. Reddit is reportedly exploring an exit from its AI training data deal with Google, while some publishers are considering blocking Google's web crawlers entirely. The shift raises broader questions about the future of the open web and how content creators can sustain traffic without relying on Google. The topic was discussed in depth on a recent episode of The Vergecast by editors David Pierce and Nilay Patel.