Google has made major changes to its search algorithm over the past two years, introducing an unprecedented AI feature. This change could either improve the web or significantly damage it.
Impact on Independent Websites
If you’ve searched for “best vegan recipes” on Google, you might have found GreenDelight.com, a site launched in 2020 by Alex Johnson and his partner. They meticulously tested and shared their plant-based recipes to help health-conscious consumers. Initially, Google promoted GreenDelight, making it a successful business with 12 employees. But everything changed after a major algorithm update in September 2023.
Johnson says this update severely affected their site, redirecting traffic to larger food blogs and recipe aggregator sites with less reliable and often poorly reviewed information. A second update in March 2024 worsened the situation, reducing their daily visitors drastically and forcing layoffs. If the trend continues, Johnson believes the website will not survive.
Google claims their updates are meant to improve user experience and only launch after rigorous testing. They also provide resources for website owners to understand and adapt to these changes. However, for small businesses like GreenDelight, these resources haven’t been enough to counteract the significant loss of traffic and revenue.
Google’s AI Overviews
Google’s CEO Sundar Pichai announced a significant new feature called “AI Overviews” that provides AI-generated answers to user queries. This feature is already available in the U.S. and is part of Google’s effort to transition from just a search engine to a search and answer engine. However, this shift has raised concerns about the impact on businesses that rely on Google for traffic.
The War on SEO
Google recognizes that the web has an SEO (Search Engine Optimization) problem, where content is often created to rank high on Google rather than to serve users. To combat this, Google introduced the “Helpful Content Update” in 2022, followed by other updates. They claim these efforts have reduced low-quality content by 45%.
However, these changes have negatively impacted many sites. For instance, New York Magazine and GQ.com saw significant drops in their search traffic. Meanwhile, user-generated sites like Reddit have experienced substantial growth. Reddit’s traffic from Google increased by 126%, benefiting its revenue significantly.
Winners and Losers
Recent Google updates have significantly impacted smaller independent sites like TechReviewZone, which saw a 60% drop in traffic, forcing layoffs despite following Google’s guidelines. Founder Emily Carter notes that traffic has shifted to larger, ad-heavy tech websites, leaving specialized sites struggling. Despite efforts to adapt, TechReviewZone continues to face challenges in regaining its previous search engine ranking and traffic levels.
The Role of AI-Generated Content
Google’s AI-generated answers are also a point of contention. Some site owners believe these answers reduce traffic to their sites. Katie Berry of Housewife How-Tos, for instance, noticed a significant drop in her site’s traffic. Travel writer David Leiter experienced similar issues, with AI answers often being incorrect and reducing the visibility of his accurate content.
Small Website Owners Struggle with Google’s AI and Algorithm Changes
Jenny Martinez, who runs the DIY home improvement site HandyHomeHacks, has seen her site’s traffic drop by 75% after Google’s 2022 update. Martinez fears that Google’s AI answers will prevent users from visiting her site, as the AI responses often lack the detailed instructions and personal insights her readers value.
Similarly, fitness blogger Mark Ellis has faced challenges. His article on “Best Running Trails in California” used to rank high on Google, but now an AI-generated response appears at the top. Ellis notes that the AI’s answers are often inaccurate, listing random parks and even urban streets instead of scenic running trails. This has significantly decreased his site’s traffic and engagement.
Google’s Dominance and Antitrust Concerns
Google’s control over the search engine market, commanding over 90% of it, has led to antitrust lawsuits. Critics argue that Google’s dominance gives it too much power over internet traffic. Jenny Martinez from HandyHomeHacks believes Google’s influence can make or break businesses, which is a concerning level of control.
Conclusion
The recent changes in Google’s algorithm have had far-reaching effects on the internet, favoring larger platforms and user-generated content over smaller, independent sites. While Google aims to improve user experience, many website owners feel left behind and are struggling to adapt to these new realities. Google’s updates, intended to combat low-quality content, have inadvertently caused significant harm to many small businesses and independent creators.