Google search has gone from bad, to worse, to atrocious. 

They've completely lost control of their own algos - they roll out updates that cannot differentiate between genuine publisher sites and spam sites.

Both of these snapshots show decline - however, 1 site is spammy, 1 is not.

I've started doing a lot of digging and as far as I can tell - the issues really are down to the "runaway effect" when you let machine learning and AI shape search.

HCU = Machine learning of behavioural data to help shape search results - where engagement CAN override everything as can BRAND - where classifications can shape what degree something is "weighted".

We have RankBrain, SpamBrain - iterations of machine learning combined with AI to help improve search.

But, the simple fact is, it hasn't improved search - it's made it categorically worse.

But why? 

After all, isn't organic what made Google what it is today?

Well, yes and no, Google built an ecosystem around its core product "search" and since - organic has become "deprioritised" but maintained to maintain marketshare.

It's why AIOs were rushed out - to keep G shareholders happy that innovation was keeping googles search product up to date whilst players such as OpenAI were working on their own search product - same with Bing etc.

But the reality is - we are seeing a "runaway" aspect of updates - where there isn't clear differentiation.

Back in the day - spam sites got taken out properly because google was more of a people first ecosystem - where humans actively reviewed results, where manual actions were rife, where there was a far bigger commitment to search quality.

But, Google sacked off Appen, diverted more resources to gemini and let the core product suffer - at the hands of AI/ML. 

So all the "E-E-A-T" in the world wouldn't save you - nor would following the very practices Google laid out as to what constitutes "GOOD or HELPFUL" content.

You now have huge communities of people alienated by Google - publishers, bloggers, affiliate site owners all having lost most of their revenue whilst Google's push towards zero click search continues.

Google hoovers up revenue whilst tens of millions of people lose their livelihoods.

The danger for Google now is that given how quickly AI is moving - people have more choices now & as disdain grows, we are seeing shifts in search to direct answer platforms for informational searches.

Don't get me wrong - Google isn't going anywhere and they'll maintain their monopoly whether you are skint, turning your back on them with searches on DDG/Brave etc.

But, it is sad to see - this isn't the Google that I have worked with for 20+ years.

My advice for SEO and digital marketing in 2025 is to seriously make more effort with multi-channel marketing, community and brand building.

There are thousands of potential traffic sources - given the volatility & misdirection from Google - now is a good time to start planning a wider strategy & focusing on building brand.