Is Google’s Reign Ending? Why You Need a Diversified SEO Strategy

A study by SE Ranking reveals that Google, the leading search engine, generated an average of 94.8% of organic traffic last year. However, ChatGPT and Perplexity are gaining traction in referral traffic reports. Google’s market share dropped by 0.91%, but still owns 94.8% of organic traffic. Bing gained 0.17%, cementing its #2 spot. Underdogs like DuckDuckGo, Yahoo, and Qwant are rising. AI’s breakthrough saw ChatGPT referrals jump 0.09%, while Perplexity grew steadily but remained under 0.02%. Google dominates in the US and UK but lost nearly 3% in both markets. Bing now pulls around 5% in both. In Europe, local heroes like Qwant and Ecosia outperformed global averages. This data shows that Google is still the leader in organic search, but trends indicate the search wars may look radically different this time next year. Diversifying SEO strategies is recommended, enquire about our SEO services today.

Google Tests New AI Search Feature

Google has launched a new Search Labs experiment called “Ask for me,” which allows users to use AI to call businesses on their behalf to find out their service charges and availability. This feature is currently being tested with auto shops and nail salons to see how AI can help users connect with businesses and get things done. The experiment uses the same underlying Duplex tech used to make restaurant reservations via Search/Maps and helps companies keep their details, like store hours, fresh on Maps. This feature has been helpful during times when information is changing rapidly, such as during the pandemic. Businesses can opt-out if they wish, and the company clearly discloses calls. Duplex is an AI-powered phone-based system for booking appointments with local businesses that don’t have online scheduling. This may be another way for Google to send more leads and business opportunities to businesses online. It is an early labs experiment, and it is unknown if it will fully roll out.

Google on Optimising Content for AI Overviews

Google’s John Mueller recently provided insights on optimising content for Google’s AI-generated overviews in search results. Mueller highlighted the importance of clear and structured content, as AI systems rely on well-organised information to generate accurate summaries. He also emphasised that traditional SEO practices remain effective, even with the integration of AI. He also noted that while AI can enhance search experiences, it doesn’t replace the need for high-quality content. Ensuring that content is accessible and understandable to both users and AI systems is crucial. Mueller’s insights suggest that focusing on clarity, structure, and quality will help content perform well in AI-enhanced search environments.

Is Google Secretly Ranking AI-Generated Content Differently?

Australian SEO Gagan Ghotra has discovered indirect confirmation about Google’s use of AI detection in search rankings. Googler Chris Nelson manages a global team that builds ranking solutions as part of Google Search and is listed as a co-author of Google’s guidance on AI-generated content. The guidance doesn’t prohibit the use of AI for published content, suggesting that it shouldn’t be used to create content that violates Google’s spam guidelines. However, Google’s policy encourages content publishers to prioritise user-first content instead of a search-engine-first approach. The documentation that Nelson co-authored states that automation has always been a part of publishing, such as dynamically inserting sports scores, weather forecasts, scaled meta descriptions, and date-dependent content. The context of his LinkedIn profile suggests that detecting and treating AI-generated content is a part of his job.

ChatGPT Mentions Favour Top Google Rankings

A study by Seer Interactive, a digital marketing agency, has found that Google rankings correlate with brand mentions in ChatGPT’s AI-generated answers. This is important as brands want to be discoverable in Large Language Models (LLMs), which are search engines that provide users with answers. The study found that Google rankings mattered, but backlinks and content variety did not. Brands ranking on page 1 of Google showed a strong correlation with LLM mentions, while Bing rankings were less significant. The authors also found that multi-modal content did not move the needle as much as they thought it would. Another similar study by Botify and DemandSphere also found that 75% of Google AI Overview links come from the top 12 organic rankings, so this is not the only study to find a correlation between ranking and visibility in AI-generated answers.

How AI is Transforming SEO

The Google podcast “Search Off the Record” talked about how AI search might be affecting search engine optimisation (SEO). It highlighted two different views: some people think that SEO hasn’t really changed, while others, like digital marketers and publishers, feel differently based on their experiences. Back in 2004, Google started tightening its grip on certain popular SEO strategies, and this effort picked up speed in 2005 with techniques like statistical analysis. Now, the search environment is more different than ever and is expected to change even more by 2025. Google’s new Retrieval Augmented Generation (RAG) method allows large language models (LLMs) to give up-to-date and factually accurate answers. Google’s ranking system now makes decisions based on complex factors like how helpful and authoritative content is and whether it’s aimed at humans or machines. AI is reshaping the landscape for SEO and publishers, making traditional organic search results less relevant. The way people search using natural language is changing what it means for content to be appropriate. Additionally, the AI algorithms that determine rankings change frequently, creating instability in how websites rank in search results.

Google’s AI Overviews Gains More Pixel Height in SERPs

Google’s AI Overviews feature is increasingly blocking organic search results, with the percentage of queries showing AI Overviews increasing. The feature, launched in May 2024, has been a controversial feature among publishers and SEOs, with many resenting Google’s use of its content to create answers in search results that discourage users from clicking through and reading more. BrightEdge’s research shows that AI Overviews have taken up to 600 pixels of screen space, crowding out organic search results. The percentage of queries showing AI Overviews has also been creeping up, with health-related queries triggering over 80% of the time. In 2025, AIOs are expected to handle even more sophisticated queries as they shift from informational to actionable responses. Marketers should adapt to the complexity of content creation and optimisation while leaning into core technical SEO to ensure their sites are seen and valued as authoritative sources.

Google Drops Another Core Update, Just Weeks After the Last One

Google just released the December 2024 core update, a week after the November 2024 update, which began on November 11, 2024, and ended on December 5, 2024. This is the fourth core update of the 2024 year and is expected to be completed in two weeks. Google has previously advised that websites negatively impacted by the September 2023 helpful content update should not expect significant recoveries. Google has offered a list of questions to consider if a site is hit by a core update, advising them to write helpful content for people rather than to rank in search engines. The biggest change would be after another core update. Google has also released previous core updates, such as the March 2024 core update, which was the largest ever. The update aims to improve Google search results and ranking but may cause fluctuations or downgrades in rankings and organic traffic. The update is expected to reward users with increased traffic and conversions.

Google Updates Policy on Third-Party Content and Ranking Abuse

Google has updated its site reputation abuse policy, addressing frequently asked questions about third-party content, freelancers, affiliate content, moving content, and noindexing content. Third-party content is created by a separate entity from the host site, such as users, freelancers, and white-label services. It is only a policy violation if the content is used to abuse search rankings by taking advantage of the host site’s ranking signals. Fresh affiliate content does not violate the policy, as the policy does not target affiliate content. However, when third-party content is placed on an established site to take advantage of that site’s ranking signals, which are earned primarily from its first-party content, this is considered abuse. Noindexing content does not automatically remove manual actions, but users must reply to them in Search Console and explain that the content has been noindexed. Moving content to a new location may resolve the issue, but it depends on the location. Redirecting URLs from the old site to the new site is not recommended, as it may introduce the problem again. If moving policy-violating content, the nofollow attribute should be used for links.

Google’s Grip on UK Search Weakened by AI Concerns

According to Ofcom’s Online Nation report, Google Search’s market share in the UK has weakened to 83%. This decline is due to growing concerns over the credibility of AI-powered search results, with only 18% of users confident in their accuracy. Microsoft’s Bing, which gained popularity after adding ChatGPT in February 2023, has since settled at 39%, indicating a decline in initial excitement about AI search tools. Trust remains a concern, with only 18% of UK users believing AI search results are reliable. The report reveals variations in search behaviour across age groups and devices, with Google maintaining 83% reach across smartphones, tablets, and computers. Mobile search dominates, with Google capturing 84% of mobile searches. A successful strategy should blend AI tools with established methods, focus on quality content, and optimise for AI wisely.

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