Google's Algorithms Hurting SEO

Google has dominated the search engine market for over 20 years, consistently holding more than 80% market share. However, in the past two years, their strategy hasn’t been favorable for themselves, marketers, content creators, or even users.

In August 2022, Google introduced the "Helpful Content Update" (HCU) as part of its cleanup efforts. This update aimed to provide users with authentic, user-first content. Ironically, the result was the opposite, with even some Google Partner ad agencies reporting losses. Despite these setbacks, Google released further HCU updates in December 2022 and March 2023, which have arguably caused more harm than good. To make matters worse, they embedded this HCU into the core algorithm in March 2024, with far-reaching impacts across the digital landscape.

On October 28th, Google hosted its first-ever Web Creator Conference, which was intended to support and educate attendees but ended up feeling more like a face-saving exercise. Instead of offering practical advice or assistance, Google used the event to ask questions rather than provide answers.

Attendees left the conference feeling more perplexed than informed. In one instance, a Google engineer openly wondered if big brands would be frustrated if smaller publishers began outranking them. Another engineer questioned why users would visit a blog when they could simply watch a video on social media. This disconnect highlights how some key figures behind Google’s algorithm seem increasingly out of touch with the real needs and behaviors of both users and content creators.

So what are the implications of this for the average website?

Google Algorithm Reducing Original Content

Previously, high-quality, human-written content could compete fairly across multiple spots in the top 5 search results. Now, however, there may be only one or two positions left for the taking. For websites who’ve built audiences through Google’s organic search, this shift is understandably frustrating. With AI-driven content increasingly dominating top search positions, traditional blogs and forums are getting pushed aside.

Further fueling this shift is Google’s $60 million annual deal with Reddit, which explains the surge of Reddit answers appearing in various search results. While the door isn’t entirely closed on original human-led content, gaining visibility will be more challenging.

The search giant is now laser-focused on creating a more AI-driven, user-centered search experience, especially as new contenders like ChatGPT Search and Claude enter the arena. In an interesting twist, ChatGPT’s search is powered by Bing—the very search engine Google has long tried to keep in the shadows. This partnership gives Bing a fresh opportunity to capture market share, adding yet another reason for Google to intensify its AI strategy.

Google Ads Rising Costs

As SEO becomes more challenging, businesses would naturally turn more to Google Ads to maintain and increase visibility. However, the increase in advertisers naturally drives up the cost-per-click (CPC) and can make it harder for smaller brands to compete. With higher competition for limited ad spaces and fighting Google's own AI-driven snippets, businesses are in for a tough time as paid content will be pushed further down the search results.

The competition extends beyond ads themselves; Google’s AI-driven search summaries (answer boxes, knowledge panels) have begun to dominate SERPs, reducing the real estate available for both ads and organic content. Even highly ranked ads are at risk of getting pushed down, as AI snippets directly answer many queries, satisfying users before they scroll further down the page.

Additionally, Google's AI overviews dominate informational search results, providing quick answers and limiting the users' need to click into the website. This growing trend means fewer opportunities for ads to be seen and clicked on, especially for brands which rely on search-driven awareness.

Time To Revise SEO Strategies

This means it’s time to adapt. Focusing on content that directly aligns with searcher intent, demonstrates real expertise, and brings depth will help you stand out. And while no tactic guarantees visibility, creating valuable, distinctive content gives you the best shot.

So, how can businesses thrive in this new landscape Google has shaped? It’s too early to declare Google’s dominance over, given their two-decade reign and substantial foothold. Although Bing may be seeing gradual growth, it would take significant change for any search engine to command Google’s 80% market share.

If Google has proven anything, it’s that diversification is essential. Here’s how to adjust your search strategy for optimal results:

1. Quality content - Quality remains paramount. Ensure your SEO content is laser-focused on user needs, highly relevant to search intent, and thorough enough to address real questions or problems. Adhering to the E-E-A-T principles (Expertise, Authoritativeness, Trustworthiness, and Experience) is essential to maintain strong rankings.

   
   

2. Alternative channels - Diversify beyond Google by building traffic through alternative sources. Platforms like social media, email, forums, and other search engines provide valuable opportunities. Specifically, make sure your content is indexed and ranking on Bing to capture potential traffic outside Google’s ecosystem.

   
   

3. Optimise with AI Tools - As Google leverages AI to shape organic search and ads, it’s wise to use AI tools to keep your strategies agile. Monitor data closely and adjust as needed—the landscape is shifting rapidly, and today’s best practices may look different tomorrow.

So as Google reshapes its search approach, businesses must adapt with user-focused content, diversify traffic channels, and leverage AI tools to stay visible. Our bottom line now is to adapt and prepare for a new era of search.