“This has to be the biggest abuse of trust and power … ever!”
Getting your content featured in the coveted top spot of Google search results (SERPs) was simple in concept: ‘Produce the best quality articles and posts possible.‘
People reading that material would create certain ‘markers’ or ‘metrics’ that Google would use as ‘social proof” and reward that content by placing a link directly to it.
Simple!
The Rise to Dominance
The year was 1996, and two young computer enthusiasts, Larry Page and Sergey Brin, had just run a successful prototype that downloaded a huge chunk of online content. This was the first successful run of what would become one of the most powerful, dominant, and richest companies the world had ever seen. This prototype was the foundation of their search engine, which they named Google, inspired by the largest number they could find in the dictionary, a “googol” (1 followed by 100 zeros).
Over the coming years, the simplicity and effectiveness of their product made it beat out all other competition, including Yahoo, to become a virtual monopoly in the search engine market. The premise was simple: it allowed content creators to edit small bits of code in their articles, known as meta tags, and Google would list a site according to the matching keywords people typed into their search engine.
Google’s algorithm, initially called PageRank, revolutionized how search results were ranked. It considered the number and quality of links pointing to a webpage, making it more accurate and relevant than its competitors. This innovation propelled Google to the top of the search engine landscape.
Google’s PPC Advertising Business Model
Google’s ad revenue for the third quarter of 2024 was $65.85 billion, a 10.4% increase from the same period in 2023
Google’s advertising business model is the primary source of its revenue, accounting for nearly 80% of its total income. The pay-per-click (PPC) mechanism is at the heart of this model, where advertisers pay only when a user clicks on their ad. Google Ads operates within a dynamic auction system where advertisers bid on keywords relevant to their products or services. The ad placement is determined by a combination of the bid amount, ad quality, and user experience.
The Battle Against Spam and SEO Industry
This system of social proof and paid ads became an issue.
For an article to ‘mature’ and demonstrate it’s quality, it requires time. Consequently, and by definition, Google had no choice other than to reward old content.
Spammers learned to manipulate the tags to deliver irrelevant content, such as penis enlargement pill websites, when someone was searching for car insurance. SEO companies would employ more and more sophisticated hacks to boost low-quality content, and PPC agencies outcompete others to drive traffic to lucrative scam sites
To combat this, Google had to begin implementing more sophisticated tactics, leading to a continuous cat-and-mouse game.
Google introduced updates like Panda and Penguin to combat spam and improve the quality of search results. These updates penalized websites that used black-hat SEO techniques, such as keyword stuffing, link schemes, and most importantly, article spinning (more about that later). But their one-size-fits all algorithm and wholesale changes inevitably penalised legitimate sites too.
Google simply viewed this as collateral damage and a foreboding precedent began to formulate, setting the policy for things to come.
For years, Google’s goal was to deliver the best results at the top of their page, but in many cases, they were failing dismally. The problem lies in the business model. Google really doesn’t care about the content, seeing it merely as a delivery mechanism for their ads. This was blatantly evident in the years running up to the explosion of AI.
However, rather than using AI to deliver a better search experience, something has recently changed in a way that is ominous and deeply concerning.
The Impact of AI
Google has embraced this technology while overtly penalizing content creators who use it.
Here’s the thing: Google downloads the entire internet every day, effectively housing the knowledge of humanity. This is our content. Google has aggressively stated that it wanted quality content for it to rank higher, so we’ve all been diligently feeding the beast with our best efforts.
For years, website owners and content creators have spent countless hours delivering the highest-quality content Google requires. We’ve poured our blood, sweat, and hard work into creating valuable information that benefits users. Now, Google is serving this content up wholesale to searchers without properly compensating or crediting the original creators.
We are fu#ked
AI Overviews are summaries of search results that appear at the top of the page, often before organic listings and sometimes above ads. They are generated using generative AI, which learns patterns and structures from data to create something new.
Recently, Google has been training its AI on this vast repository of data. The entire modeling of Google’s AI comes from OUR hard work and dedication. This shift has significant implications for how we consume information online. By leveraging our content to power its AI, Google is essentially profiting from the labor of countless individuals who have contributed to the internet’s wealth of knowledge.
This practice raises critical questions about ownership, compensation, and the future of online content creation. As Google continues to advance its AI capabilities using our data, it’s essential to consider the ethical and economic implications. Are we merely feeding a giant that will eventually render our efforts obsolete? Is this simple evolution? The supermarkets killed the corner shop, the Internet is having a massive impact on physical shops … is Google AI about to kill online vendors and content creators to dominate everything?
The answer to this question is crucial for the sustainability of quality content on the internet.
Google AI Overview and Its Implications
Theoretically, when you type in a search, the best results appear above the fold (the top of the page, not hidden before scrolling). These are the most coveted places for website owners.
Securing the #1 ranked spot in SERPs is the holy grail for digital marketers and content creators.
When you rank #1 for a specific search query, you are essentially at the pinnacle of visibility. This top spot is where the majority of users will click, as it is perceived as the most relevant and trustworthy result. According to various studies, the #1 position on Google can capture up to 30% of the total search traffic for that query.
However, the click-through rate (CTR) diminishes significantly as you move down the rankings. The #2 spot might receive around 15-20% of the traffic, and this number continues to drop off sharply for subsequent positions. By the time you reach the bottom of the first page, the CTR can be as low as 2-3%.
Now, the number one spot is reserved for paid for ads, which by definition are not the best organic results.
Sponsored Ads used to be served in a seperate, clearly marked column, now they replace organic results.
No ads? The we get AI overview.
This is where things get entirely spurious; I would go as far as to say: Criminal. Google began by using images without permission and serving them up wholesale, misleading copyright holders about the use of their content. Then came Google Maps, which put all mapping companies out of business by providing free, high-quality maps that no one could compete with.
Next were shopping and news sections, where Google aggregated content from various sources, often without proper attribution or compensation. This has literally killed businesses in these markets with impunity.
AI Overview generates answers in front of your eyes. Google is literally putting up the middle finger and spinning the very content WE published to the internet
Google Ai answers the questions within Google’s ecosystem using an AI model trained on our content.
Of course, Google references the source, but why would anyone go to the source when Google has already answered it? This has created a self-contained ecosystem where users rarely need to leave Google’s platform.
The Video Section and YouTube
Scrolling down the results, you come to the video section, where YouTube, owned by Google, hijacks our content. Our long form videos are cut into bite sized sections and the relevant clip is served on Google to answer the question. They then shoehorn ads into that content.
The Google FAQ Section
Further down, you’ll find the FAQ section where Google attempts to answer the question by stealing the relevant section from a blog, not by sending people to the page but by serving it on Google’s page. This feature is designed to provide quick answers without requiring users to click through to other websites. While convenient, it further reduces the need for users to visit original content sources.
The Consequences for Website Owners
The upshot of all this is that content creators have become utterly irrelevant, and quality websites will never be shown to those seeking the information. AI promises great things, but if the gatekeeper won’t let us see it, what’s the point?
Don’t do Evil
How will I ever get people to read this article when Google is serving up an AI-generated version of it?
This situation has dire consequences for content creators who rely on traffic from Google to sustain their businesses. Without organic traffic, many websites are forced to rely on paid advertising or other revenue streams, which can be unsustainable.
Google’s Greed is Insatiable
This all bodes well for the Google Monster. As their AI Overview boasts, ‘Google is 10.4% up on last year’.
By not sending traffic to the source material, Google is effectively forcing content creators into a cycle of dependency on paid ads. The Google Ads auction system, where advertisers bid on keywords, exacerbates this issue. Content creators must not only pay for ads but also outbid their competitors to secure visibility. This creates a vicious cycle where every content creator is compelled to participate in the ad auction, driving up costs and making it increasingly difficult to maintain a profitable online presence.
The Future and Google’s Trajectory
I don’t know what the future holds, but one thing is for sure:
Google doesn’t give a damn.
It’s on a trajectory leaving a wake of broken promises, destruction, and seriously desperate hardworking people. The recent antitrust rulings against Google, which found the company to be a monopolist in the search engine market, highlight the severity of the issue.
Google’s practices have been deemed illegal, and potential remedies include forcing Google to sell its Chrome browser and share data with competitors. However, these measures may come too late for many businesses that have already been devastated by Google’s actions.
The future of online content hangs in the balance, and it’s up to us to demand better from the companies that shape our digital landscape.
Sign the Petition: Restore Organic SERPs and Remove AI from the Top of the Page
The recent integration of AI-generated overviews at the top of Google’s search results pages (SERPs) has sparked widespread concern among content creators and users alike. Here’s why we need to take action and restore organic SERPs:
The Issue with AI Overviews
Google’s AI overviews, which provide answers directly on the search results page, are pushing organic results further down, reducing the visibility and traffic to original content sources. This not only undermines the hard work of content creators but also creates a monopolistic environment where Google controls the narrative and profits from the content of others without proper attribution or compensation.
Impact on Content Creators
The shift to AI-generated overviews forces content creators to rely heavily on paid advertising to reach their audience. This creates a vicious cycle where every content creator must participate in the ad auction, driving up costs and making it increasingly difficult for smaller creators to maintain a profitable online presence. Essentially, Google is using our content to fuel its AI, while we are left to pay for ads to regain the visibility we once had organically.
Call to Action
We urge you to sign our petition to restore organic SERPs and remove AI-generated overviews from the top of the page:
- Restore Organic Results: Bring back the traditional search results that prioritize original content over AI-generated summaries.
- Fair Use of Content: Ensure that content creators are fairly compensated and credited for their work, rather than having it used to fuel Google’s AI without reciprocity.
- Level Playing Field: Create a more equitable environment where all content creators have a fair chance to be seen, without being forced into expensive ad auctions.
How You Can Help
To support this cause, you can take several steps:
- Sign the Petition: Join the thousands of content creators and users who are demanding a change in how Google displays search results.
- Spread the Word: Share this petition on social media and with your networks to raise awareness about the issue.
- Lobby Governments: Support lobbying efforts to address the wholesale abuse of content and ensure fair practices in the digital landscape.
By signing this petition, you are advocating for a return to organic SERPs that value original content and ensure a fair and competitive online environment. Let’s work together to restore the integrity of search results and protect the rights of content creators.
