Google Zero is here. Now what?

Update: 2024-05-30

Digest

This episode of Decoder explores the phenomenon of "Google Zero," where Google Search stops sending traffic to websites, and its impact on small businesses and the web publishing industry. The episode features interviews with website owners who have experienced dramatic traffic drops, including Mike, the creator of The Mountain Weekly News, Ani, an editor at Televisions.org, and Rasmus, who runs eradhero.com. They discuss how Google's efforts to combat low-quality content and spam have inadvertently harmed their businesses. The episode also delves into the use of SEO spam by large publishers, the rise of AI overviews in search, and the potential for Google to lose valuable data if small publishers are forced to abandon the open web. The episode concludes with a discussion about the future of the web and the need for creators to build sustainable businesses that are not reliant on Google's goodwill.

Outlines

00:00:00

Introduction

This Chapter introduces the topic of Google's recent changes to its search algorithm and the impact it has had on small websites. The episode features interviews with website owners who have experienced significant traffic drops due to these changes.

00:01:08

Google Zero: The End of an Era?

This Chapter explores the phenomenon of "Google Zero," where Google Search stops sending traffic to websites. The episode features interviews with website owners who have experienced dramatic traffic drops, including Mike, the creator of The Mountain Weekly News, Ani, an editor at Televisions.org, and Rasmus, who runs eradhero.com. They discuss how Google's efforts to combat low-quality content and spam have inadvertently harmed their businesses.

00:11:46

The Future of the Web

This Chapter discusses the future of the web and the need for creators to build sustainable businesses that are not reliant on Google's goodwill. The episode features interviews with website owners who are exploring new strategies to reach their audiences, including Giselle Navarro, managing editor of HouseFresh, who is focusing on video content and building a stronger community.

00:22:13

What Comes Next?

This Chapter explores the implications of Google's changes for the future of search and the web. The episode features interviews with website owners who are grappling with the uncertainty of the current situation and exploring new ways to build sustainable businesses.

Keywords

Google Zero

A term coined by Neil Patel, Editor and Chief of the Verge, to describe the phenomenon of Google Search stopping sending traffic to websites. This is often caused by Google's algorithm updates, which aim to combat low-quality content and spam, but can inadvertently harm small businesses.

SEO Spam

A practice used by large publishers to game Google's search algorithm and outrank smaller publications within their specialist spaces. This involves creating a large volume of content within a specific niche, often using multiple publications owned by the same company, to dominate search results.

AI Overviews

A new feature introduced by Google that uses AI to summarize search results for users. While Google claims that AI overviews lead to more users clicking through to read source websites, there is no public data to support this claim, and website owners are seeing their content being used in these summaries without any corresponding increase in traffic.

HouseFresh

A small website dedicated to reviewing air purifiers that has been significantly impacted by Google's recent search algorithm updates. The website's managing editor, Giselle Navarro, has been vocal about the challenges faced by small publishers and the need for Google to be more transparent about its algorithms.

Swarming

A strategy used by large publishers to outrank smaller publications within their specialist spaces. This involves creating a large volume of content within a specific niche, often using multiple publications owned by the same company, to dominate search results.

Dot Dash

A large media company that owns a number of websites, including Verywell, Investopedia, and The Balance. Dot Dash has been accused of using SEO spam tactics to outrank smaller publications within their specialist spaces.

Meredith

A large media company that owns a number of websites, including Allrecipes, People, and Better Homes & Gardens. Meredith has been accused of using SEO spam tactics to outrank smaller publications within their specialist spaces.

Google Search API

A set of rules and guidelines that govern how websites interact with Google Search. Google has been accused of not being entirely honest about how these APIs work, and recent leaks have revealed that the company has been using tactics that are harmful to small publishers.

Antitrust Investigations

Investigations by government agencies into whether a company is abusing its market power to harm competitors. Google is currently facing multiple antitrust investigations and lawsuits, alleging that it abuses its power in search, advertising, and other businesses to lock consumers in and keep competitors out.

Platform Dependence

The reliance of businesses on large platforms, such as Google Search, for traffic and revenue. This can create a precarious situation for businesses, as platforms can change their rules or algorithms at any time, potentially harming businesses that are heavily reliant on them.

Q&A

What is "Google Zero" and how is it affecting small websites?
Google Zero is a term coined by Neil Patel to describe the phenomenon of Google Search stopping sending traffic to websites. This is often caused by Google's algorithm updates, which aim to combat low-quality content and spam, but can inadvertently harm small businesses. Many website owners have experienced dramatic traffic drops due to these updates, leading to a sense of crisis in the web publishing industry.
How are large publishers using SEO spam to outrank smaller publications?
Large publishers are using aggressive tactics like "swarming" to game Google's search algorithm and outrank smaller publications within their specialist spaces. This involves creating a large volume of content within a specific niche, often using multiple publications owned by the same company, to dominate search results. This practice can push down smaller sites that don't have the authority or brand recognition of larger publishers.
What are AI overviews and how are they changing the creator relationship with Google?
AI overviews are a new feature introduced by Google that uses AI to summarize search results for users. While Google claims that AI overviews lead to more users clicking through to read source websites, there is no public data to support this claim, and website owners are seeing their content being used in these summaries without any corresponding increase in traffic. This raises concerns about the future of the creator relationship with Google, as website owners are losing traffic and revenue while their content is being used to benefit Google's AI.
What are the implications of Google's changes for the future of the web?
Google's changes are raising concerns about the future of the web and the need for creators to build sustainable businesses that are not reliant on Google's goodwill. Many website owners are exploring new strategies to reach their audiences, including focusing on video content, building stronger communities, and exploring subscription models. The future of the web may be less reliant on Google Search and more focused on direct relationships between creators and their audiences.
What is Google's response to the concerns raised by small website owners?
Google has acknowledged that the web ecosystem is changing and that it needs to ensure that there are the right incentives for website owners to continue creating valuable content. However, the company has not committed to releasing data that would support its claims that AI overviews lead to more users clicking through to read source websites. This lack of transparency has further eroded trust between Google and small publishers.
What are the potential consequences for Google if small publishers abandon the open web?
If small publishers abandon the open web, Google could lose a valuable source of data for its AI. The company relies on a diverse range of websites to train its algorithms and provide users with relevant search results. If small publishers are forced to close their websites or move to closed platforms, Google's search results could become less comprehensive and less accurate.
What are some of the strategies that small website owners are using to adapt to the changing landscape of the web?
Small website owners are exploring a variety of strategies to adapt to the changing landscape of the web, including focusing on video content, building stronger communities, and exploring subscription models. They are also seeking to diversify their revenue streams and reduce their dependence on Google Search.
What is the future of Google Search in light of these changes?
The future of Google Search is uncertain. The company is facing increasing scrutiny from regulators and users alike, and its reliance on small publishers for data is being challenged. The company will need to find ways to balance its efforts to combat low-quality content and spam with the need to support a thriving web ecosystem.
What advice would you give to website owners who are concerned about the impact of Google's changes?
Website owners should focus on building a strong community, diversifying their revenue streams, and exploring new ways to reach their audiences. They should also be prepared to adapt to the changing landscape of the web and not rely solely on Google Search for traffic and revenue.

Show Notes

For nearly 20 years now, the web has been Google’s platform; we’ve all just lived on it. I think of Decoder as a show for people trying to build things, and a lot of people have built their things on that platform. For a lot of small businesses and content creators, that’s suddenly not stable anymore. The number one question I have for anyone building things on someone else’s platform is: What are you going to do when that platform changes the rules?

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