In a David vs. Goliath battle playing out across the digital landscape, smaller websites are struggling to survive in the face of Google's ever-changing search algorithm updates. These updates, while intended to elevate high-quality content, are inadvertently causing a decline in traffic for many smaller websites, leaving some questioning whether Google is inadvertently killing the internet.
The Great Google Shakeup: How Algorithm Updates Left Many Websites Scrambling
In September 2024, Google rolled out a significant update to its search algorithm, codenamed the "helpful content update." The update's stated goal was to prioritize content written by humans for humans, weeding out AI-generated articles and spam websites.
Unfortunately, the update appears to have had unintended consequences. Many smaller websites, once thriving in the search results, saw their traffic plummet by as much as 90%. Brandon Saltalamacchia, owner of the popular handheld gaming website Retro Dodo, is a prime example.
Saltalamacchia was forced to lay off his entire staff except for Editor in Chief Sebastian Santabarbara after the update. As of October 2024, Retro Dodo's traffic remains a fraction of what it once was, and Saltalamacchia is struggling to keep the website afloat financially.
Saltalamacchia's experience is far from unique. Many SEO experts (search engine optimization) experts believe that Google's update has disproportionately impacted smaller websites, with some larger outlets appearing to benefit. This has led to accusations that Google is creating an unfair playing field, favoring established websites over up-and-coming creators.
A Perfect Storm: AI Spam, SEO Back-and-Forth, and the Degradation of Search Quality
The challenges facing smaller websites are compounded by several factors, including the prevalence of AI-generated content and the ongoing struggle between Google and spam websites.
Bad actors are constantly devising new methods to manipulate Google's search rankings, often resorting to underhanded tactics like keyword stuffing and backlink schemes. This has led to a decline in the overall quality of search results, making it more difficult for users to find the information they need.
In an attempt to combat spam, Google's search engineers are constantly issuing updates designed to identify and penalize low-quality content. However, these updates can also have unintended consequences, inadvertently catching legitimate websites in the crossfire.
The Rise of Generative AI and Its Impact on Search
Google itself is embracing generative AI, incorporating AI features at the top of search pages that summarize the web's content in various ways. While this technology has the potential to improve the search experience for users, it also presents a challenge for smaller websites.
When users can find the information they need directly on Google's search results page, they may be less likely to click through to individual websites. This can lead to a decline in traffic for smaller websites, further exacerbating the challenges they face.
A Call for Transparency and Collaboration: How Can We Fix Google Search?
The situation highlights the need for greater transparency and collaboration between Google and the webmaster community.
Transparency: Website owners need a better understanding of how Google's search algorithm works and how they can optimize their content for search without resorting to black-hat tactics.
Collaboration: Google should work more closely with website owners to identify and address the unintended consequences of its search algorithm updates.
While Google maintains that its ranking system is not perfect and is constantly being improved, some website owners feel that the company is not doing enough to address their concerns.
A recent meeting between Google and a group of website owners was described as confrontational, with some creators feeling that Google was dismissive of their concerns.
The Future of the Internet: Will Smaller Websites Survive?
The future of the internet remains uncertain. While Google maintains that its search updates are designed to improve the search experience for users, the impact on smaller websites is undeniable.
Only time will tell whether smaller websites can adapt to the changing search landscape or whether Google's dominance will ultimately lead to a homogenization of search results, with a select few websites controlling the flow of information online.
User Advocacy: How You Can Help
As a user, you can help support smaller websites by:
- Bookmarking your favorite websites and visiting them directly.
- Sharing content from smaller websites on social media.
- Linking to smaller websites from your own website or blog (if you have one).
- Choosing to support websites that offer unique and valuable content, rather than simply clicking on the first search result.
By taking these steps, you can help ensure that the internet remains a diverse and vibrant ecosystem of voices
Post a Comment