🔍 What Google is doing to independent sites

Plus, the future of links and Google Search quality, less SGE results showing, information gain and more. [View in browser]() | [Share]() May 10, 2024 [Search Engine Land]() Many SEOs are angry. And I get why. Websites have had their [traffic decimated]() following Google's helpful content updates, core updates and other Search changes. If people are losing income or laying off employees, I absolutely feel about about that. However, this time has birthed a new meme: "What Google is doing to independent sites." While this meme is new. Google has always prospered by focusing on its users – not the opinions of SEOs, website operators or content creators who blame Google on social media for "destroying" or "killing" them. The fact is, there have always been complaints about why this site ranks and that one doesn't. [Algorithm updates]() like Florida, Panda and Penguin have devastated websites in past decades. In fact, I can't remember a perfect and magical Utopia period of Google Search. But, for whatever reason, some SEOs today seem to think they deserve rankings and traffic. Google isn't killing these sites though. Nobody is entitled to Google traffic. SEO is, and always has been, an unfair game – just in different ways at different times. Unless you control Google, relying on Search (or any other single platform) is a huge gamble. You may get on a hot streak where Google pays some jackpots. But the house? It always wins. Danny Goodwin,Managing Editor, Search Engine Land & SMX [Agital-20240506-NL]() SEO [Google CEO on future of links, AI making Search quality worse]() [google-robot-fixing-links-1920]() Sundar Pichai said links will always be an important part of Search and addressed complaints that AI-generated content is ruining Search. SEO [Google Search results without SGE jump to 65%, up from 25%]() [google-robot-tinkering-1920]() While the number of Google search queries without SGE results have significantly increased, SGE answers now take up less pixel space. SEO [Information gain: Here’s what this new SEO ‘buzzword’ really means]() [Information-gain-Heres-what-this-new-SEO-‘buzzword-really-means]() Here's what information gain means for machine learning, Google patents and information foraging theory – and how to leverage it. Analytics & conversion [4 ways new Data Cloud features help you personalize ads]() [Salesforce-2-1920x1080-1]() These new innovations can make you more efficient and effective at using your customer data to deliver advertising campaigns that resonate. Search Engine Land webinar [Surviving and thriving in the new Google]() [Live-webinar-RSVP-today]() In this session, we’ll dissect the implications of the latest algorithm changes on content creation, link building, and SEO practices. SEO [Optimization beyond data: Design thinking for SEO]() [Optimization-beyond-data-Design-thinking-for-SEO]() Elevate your SEO strategy by using a design thinking framework to create more impactful, user-centric search campaigns. 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