Earlier this year, Google made big changes to its search algorithm and spam filters to get rid of low-quality content. However, these updates have severely impacted many small websites, causing their traffic to plummet and forcing some online businesses to consider layoffs or even closures.
The frustration from small businesses comes from the secretive nature of Google's ranking system. Google's algorithms are famously opaque, creating a whole industry of search engine optimization (SEO) experts trying to crack the code. The latest update has thrown SEO professionals into confusion, as they scramble to figure out why some sites were favoured while others were penalized.
Google defends its update, saying the changes aim to reduce results that seem designed for search engines rather than users. They insist the updates improve search results, but many users argue that searches for product reviews now often show ads and AI-generated or SEO-optimized content instead of genuine reviews.
Some websites, including user-generated content platforms like Reddit and Quora, have benefited from Google's changes. Google says people prefer learning from others' experiences.
However, one European news website reports that their articles are now buried under irrelevant content from these platforms, causing a 20-30% drop in referrals from Google and leading to inevitable cutbacks.
In response, many affected businesses are exploring new ways to attract audiences, such as newsletters and podcasts.