Is Google Search Dying?

Google Search is synonymous with the internet itself. Launched in 1997, it quickly became the go-to search engine due to its effective algorithms and user-friendly interface. However, in recent years, Google Search has gone downhill, fast.

A series of mis-steps and overreactions to the danger of AI have turned into truly terrible search results that focus on Reddit, Quora and paying advertisers. Small publishers that helped give us a flavorsome internet have basically been wiped from the results. Thousands of smaller sites are dead in the water, and Google’s results are so predictable do we really need it to send us to the right Reddit thread?

With standardized results based heavily on site authority, Google is making itself redundant.

The Rise and Reign of Google Search

Google’s rise to dominance can be attributed to its PageRank algorithm, which revolutionized how search results were ranked. It focused on the number and quality of links to a page. This provided users with more relevant results compared to earlier search engines. Google’s continued to improve and buy up smaller companies to bring features like autocomplete, personalized search results, and voice search.

It all helped Google become the front page of the internet, although Reddit would use that actual phrase.

Over the years, Google has expanded its services into maps, news, shopping, and more. Despite these advancements, recent trends and criticisms suggest that the core product has lost its focus, and maybe lost its way entirely.

Of course some people blame the SEO industry.

Did Google Kill SEO, or Has SEO Killed Google?

The recent wave of Google Updates that started in August 2023 and continue to this day have targeted the tactics that have made Search Engine Optimization into a massive industry in its own right. Keyword stuffing, dodgy link building tactics and affiliate spam sites all worked like gangbusters until recently and there are still black hat techniques that are killing Google to this day.

In fact, since the game got more complicated, Google has catapulted more spam towards the head of the SERPs, which is one reason it has slipped back into domain authority as a safeguard.

For years SEO tacticians have made a living looking for the cracks in Google, simple ways they can propel their site to number one and sell more products through affiliate links or their own basic stores. That turned into a plague with the introduction of AI, as the content production could be automated. Google faced a tidal wave of garbage content with PBN links. So it had to do something, but Google’s actions have also wiped out a vast tract of the internet, small publishers producing high quality content that people want to read.

Many have given up and have moved to the social networks, but this was a cull of epic proportion and it has changed the face of the internet. Most people agree it’s not a good thing and this has caused serious damage to the internet ecosystem.

Google seems to be going backwards with its results and has fallen back on recommending the biggest brands and forums. It’s functioning like a 2002 search engine, and frankly we can do better.

Google has lost about 10% of its global market share this year, which is huge for a company that sat at about 97% market domination before that. It won’t take much for this to turn into a MySpace style slide towards oblivion, and the next generation is more than ready for life without Google.

Changing User Behavior

The internet is changing, and so are the users. The way people seek information online has evolved significantly, driven by the rise of social media, mobile applications, and specialized search engines.

1. Social Media as a Search Engine: Facebook, Twitter, Instagram, and TikTok have become the first port of call for younger generations. These platforms offer real-time updates and a more interactive experience compared to traditional search engines. Users often prefer to get reviews, recommendations, and trending topics without a traditional search engine.
2. Mobile and Voice Search: Smartphones have shifted a significant portion of internet traffic to mobile devices. Users increasingly rely on voice-activated assistants like Siri and Alexa, which offer quick, direct answers without navigating through search results pages.
3. Specialized Search Engines: Websites like Amazon, YouTube, and Reddit serve as specialized search engines for shopping, video and UGC. These platforms often provide more tailored results than Google’s broad search capabilities.

Competition and Antitrust Issues

Competitors like Bing, DuckDuckGo, and emerging technologies are chipping away at its market share. Furthermore, Google faces significant scrutiny from regulators worldwide due to its massive market share.

1. Bing and DuckDuckGo: Full disclosure, I have switched to Bing and like the results much better. While far behind Google in terms of market share, Bong offers competitive features and integration with Microsoft Copilot. DuckDuckGo appeals to privacy-conscious users by not tracking search history or personal information. Bing feels like Google did about 10 years ago, and that was peak Google in my eyes.
2. Regulatory Scrutiny: Antitrust investigations and lawsuits have raised questions about its business practices and monopolistic behavior. Regulatory bodies in the EU and the US have imposed hefty fines and demanded changes to ensure fair competition.

Evolution of Search Technology

The future of search technology is moving towards more advanced and intuitive methods of information retrieval. Artificial intelligence (AI) and machine learning are at the forefront and promise to transform search engines and the internet at large.

1. AI and Machine Learning: Google has invested heavily in AI, to better understand and predict user intent. The introduction of BERT (Bidirectional Encoder Representations from Transformers) and MUM (Multitask Unified Model) showcases Google’s efforts to provide more contextually relevant results. However, other companies are also leveraging AI to innovate in the search space and seem to be doing it better right now.
2. Natural Language Processing (NLP): NLP advancements enable search engines to comprehend and respond to queries in conversational style. This means way more direct answers, and way less top 10 search results.
3. Decentralized Search Engines: Emerging decentralized search engines promise greater privacy and control for users. If they win, Google loses its reason to be.

Criticisms and Challenges

Despite its innovations, Google Search has faced several criticisms that could contribute to its perceived decline.

1. Ad-Centric Approach: Critics argue that Google’s search results have become increasingly ad-centric, prioritizing paid content over organic results. This shift has led to a decline in user trust and satisfaction, as users find it harder to locate unbiased information. The short version is that number 1 in the organic results can be halfway down the page or more these days.
2. Algorithmic Bias: Google’s algorithms have been criticized for perpetuating biases and misinformation. The complexity and opacity of these algorithms make it difficult to address these issues, raising concerns about the reliability of search results. SEOs that have figured out the tricks for the new update are still getting AI-generated spam to rank, while good information has been killed.
3. Content Farms and SEO Manipulation: The rise of content farms and aggressive SEO tactics have degraded the quality of search results. Websites designed to manipulate search rankings often clutter results with low-quality content, diminishing the overall user experience.
4. Change in Management: Sundar Pichai seized control of Google Search last year. He’s the guy that was in charge of Yahoo! search when it collapsed into oblivion, and lots of commenters see parallels with Google. It’s common knowledge he sounded a Yellow Alert and demanded users make more searches, in the name of profit. This is a seismic shift for Google, and it really hasn’t worked out well so far. For the complete story, read Ed Ztron’s take on it here. The Man Who Killed Google Search.

The Path Forward for Google Search

While there are legitimate concerns about the future of Google Search, it is premature to declare its demise. Google has a history of adapting to changing landscapes and addressing user concerns. Several strategies could ensure its continued relevance and dominance.

1. Improving Transparency: Clearer guidelines and communication about how search results are ranked would help users understand and appreciate the complexity of Google’s search technology.
2. Balancing Ads and Organic Results: Striking a better balance between paid and organic results is crucial. Users are more likely to stay loyal if they feel that Google prioritizes relevant and unbiased information over advertisements. In the old days when ‘don’t be evil’. was part of the company’s mission statement, there was a clear Church and State division of organic search and paid ads. That doesn’t feel true anymore, and perspective is everything with the internet crowd.
3. Fostering Innovation: Continued investment in AI, NLP, and other advanced technologies will keep Google at the forefront of search innovation. Collaborations and acquisitions in emerging tech sectors can also bolster its capabilities.
4. Addressing Privacy Concerns: With growing awareness of data privacy, Google must prioritize user privacy and data protection. Transparent data policies and user control over personal information will enhance user trust and loyalty.

Conclusion

The notion that Google Search is dying is a reflection of the evolving digital landscape as much as Google’s own, very real, failings. But it really doesn’t take much in the internet world to start a terminal slide into oblivion. Google is close to a crisis point and if it doesn’t address major concerns and continues to behave like Lord of the Internet, then we could be talking about the good old days of Google search before we know it.

It happens that fast, it has happened before and it could well happen again now.