Why You Can’t Rely Just on Google for Website Traffic Anymore

Remember simpler times when an online search meant you could realistically expect to find the information you were looking for? Well, times are changing, and since adding AI, Google’s results are sometimes, well, unhinged..

“If your car’s blinker isn’t working properly, consider topping up the blinker fluid.” QUARTZ

“Have trouble with cheese sliding off your pizza? Try a non-toxic glue.” BBC

Did Google just implode? Lately, the incredibly wrong info from Google’s new AI is all over social media and ironically, incredibly easy to find in Google search.

Let’s be honest, the search feature that comes built-in with our WordPress websites can feel a bit limited, but it may now be a more reliable machine. The once-great Google machine’s integration of AI and Reddit into the SERPs is even starting to scare off Google loyalists.

We used to go to social media for entertainment – now we’re sharing Google search results. Is this what we’ve deserved after decades of customer loyalty? Bing, Yahoo, DuckDuckGo, Ecosia – you’re starting to look mighty fine.

“AI Overview instructed some users to mix nontoxic glue into their pizza sauce to prevent the cheese from sliding off, a fake recipe it seemed to borrow from an 11-year-old Reddit post meant to be a joke. The A.I. told other users to ingest at least one rock a day for vitamins and minerals — advice that originated in a satirical post from The Onion.”

NYTimes.com

Why the Recent Decline of Google’s Traffic Dominance?

Search engines are basically answering machines. If you have a question, you turn to them for answers. For years, Google has been the gold standard of search. Ranking on Page 1 of Google was the holy grail. However, times have changed. There is no longer a page 1 on Google, and relying on a single source for website traffic is no longer a sustainable strategy.

But let’s say you remain with Google; there’s still a lot going wrong.

Market Share Shifts for Traditional Search

Google remains the global leader in desktop search engines with an 86.6% market share, but it’s no longer the only game in town. Alternative platforms like Bing (8.2%) and Yahoo (2.6%) are gaining ground, not to mention niche platforms like DuckDuckGo and Ecosia. Add to that platforms like Amazon, eBay, YouTube, Etsy, and others that offer their own search engines.

A Growing Dissatisfaction with Google

Being a trustworthy information hub is the basis of any search platform. Has Google lost sight of what originally made them the preferred choice for users?

The recent core updates were designed to bring helpful content to the forefront. Google started this in August 2022 with its Helpful Content Update (HCU). The next iteration of this update, the recent March Core update became a massive update lasting more than 40 days.

While the spam updates targeted practices like using expired domains as spam factories, or devoting part of an authoritative website to SEO-driven spammy content, the negative effect on regular content providers was huge; hundreds of websites were deindexed or found their impressions decimated.

You don’t need to be reminded about Google’s recent AI fiasco, but you can add that to the mounting dissatisfaction, nay, anger directed towards Google.

The End of Page 1 Ranking

Getting onto Page 1 of Google was something to aim at. Well, that’s gone now. The continuous scroll feature was introduced on phones back in 2021. Since the autumn of 2023, endless scrolling is now also available on the desktop.

Update: As of posting this today, it looks like Google is now killing endless scroll for both mobile and desktop searches.

The traditional concept of ranking in the “top 10” organic search results also no longer applies, as Google now displays a continuous scroll of results intermixed with ads, business profiles, social media, and other elements. Ads are intermixed with social media results. There’s something for everyone, and everyone is on Page 1.

The upside of continuous scroll is new opportunities for organic SEO, as websites now have a better chance of being discovered through the endless scroll format. Ad placement also becomes more flexible, allowing for greater integration within the organic results. It’s not all bad, but Google has taken the trophy away from most SEOs.

Disruptive Innovation Means Challenges Ahead for Google

It’s a dog-eat-dog world. Never more so than in the last five to ten years, as businesses cut into the turf of others. Netflix and Amazon ate into the movie business. Zoom and Skype cut into the cell phone business. Now social media, AI, niche search engines, and other systemic challenges are all taking a bite of Google’s pie.

Google’s search dominance will be challenged by new AI applications that provide alternative ways to find answers to our questions — especially when they become accurate answers. With most of our search queries being informational, this is probably Google’s largest challenge of all.

What are the Benefits of Alternative Sources of Web Traffic?

While Google remains a significant player, other platforms and channels have emerged as viable sources of website traffic. Setting aside non-search platforms, of which there are many, Google has at least twenty other competitors for organic search.

Two important benefits to using alternative search engines to Google? Two topics everyone talks about: privacy and diversity.

Privacy and Data Security: Some alternative search engines, like DuckDuckGo and Ecosia, prioritize your privacy. They don’t track your search history or collect personal data. If you’re concerned about privacy, these alternatives offer a safer search. Are your potential customers searching there? Do you want to ignore three to four percent of your customers?

Diverse Search Algorithms: Search engines use varying algorithms to rank and display search results. By using alternatives, you get a broader perspective and may discover content that Google might not prioritize.

Let’s compare a few of the Bing/Google algorithms:

• Bing takes social signals such as shares, likes, and comments on social media into account as an important ranking factor. Google, on the other hand, says social signals have no direct influence on search rankings.
• Bing favors exact matches between the search terms and the content of a website. Bing also takes the meta keyword tag into account, while Google ignores it.
• Bing prioritizes the exact use of keywords in domain names and URLs. Google, on the other hand, favors content in which keywords are used naturally and in context.
• Bing favours fewer, but more meaningful backlinks from high-quality websites. Google places more value on a natural link structure and can penalize the purchase of backlinks.

No one search engine is perfect. No one anything is perfect. Look at your analytics. Where is your traffic originating? That’s where you need to be visible for what people are searching for.

Why You Should Build a Comprehensive and Diverse Website Traffic Strategy

Putting everything in one basket is never a great strategy – especially for website traffic. By relying solely on Google for website traffic, you’re vulnerable to algorithm changes, ranking fluctuations, and increased competition for dwindling space in the SERPs. You’re competing against AI now, too.

Diversifying your traffic sources, and exploring niche markets, not only mitigates these risks but also opens new opportunities for website traffic growth and engagement for publishers and agencies alike.

“Diverse, niche marketing means reduced competition. By focusing on a niche market, you can differentiate yourself from larger, mainstream competitors. You stand out. Consumers in a niche market are highly passionate about products and services and are more likely to become long-term customers.”

Rocket.net – 10 Reasons Why Niche Marketing Can Scale Your Agency

Are you looking to adopt a comprehensive traffic strategy that incorporates multiple channels? Good. Here are some key elements to consider:

• Leverage your Social Media

Number one. Off-page SEO for the win. Take a look at your analytics. You probably get a lot more traffic via social media than you expect. How many conversations are you having there? How many on your website? That’s it. That’s the post. 

Social media platforms offer immense potential for driving traffic to your website. Share. Engage. Collaborate. Try that on Google, right?

• Focus on your Content Marketing

Google’s E-E-A-T principle is good, cross-platform, advice. It works because it makes sense. High-quality, informative, and engaging content provides value to your target audience. Optimize your content for relevant keywords – and hashtags – and promote it across multiple channels.

• Implement more segmented and personalized Email Marketing

Build an email list and nurture your subscribers with regular newsletters, promotional offers, and updates. By nurture we mean, send them content no one else gets. Don’t send them your latest blog post. Email marketing can drive significant traffic to your website and foster customer loyalty.

• Explore Paid Advertising. Even a dollar a day works.

While organic traffic is important, paid advertising channels actually drive targeted traffic to your website. Search, native, and social ads allow you to target in ways that organic search can only dream of.

• Optimize your content – and your paid ads – for Local Search

If your business operates locally, optimize your website for local SEO by claiming and optimizing your Google My Business and your Bing Places listings. Both connect with your paid ads. Paid ads for local searches are gold.

• How is your Guest Blogging and Outreach?

Tap into new audiences and earn backlinks. Get into the conversation. Search engine rankings are a vanity metric – you can’t make a connection until you talk with someone. Sales happen after a conversation. Don’t believe us? Try getting a date by simply staring across the bar.

• Be seen! Attend Industry Events and Conferences

You can try the staring trick at the next conference, workshop, or even your local chamber of commerce event. Still not working for you? Try talking with people and start building a personal brand.

Participating in relevant industry events establishes you as an authority and promotes your website to potential customers and partners.

By diversifying your traffic sources and implementing a multi-channel strategy, you can reduce your reliance on Google search and ensure a steady flow of visitors to your website, ultimately driving more leads and sales.

“How do you stay relevant as a product owner or SaaS if you don’t attend conferences in person? It’s almost impossible. Using social media is great in between conferences, but the most eyes and attention your company will have is during a conference.”

Rocket.net – Top 5 Benefits Why Your Agency Should Attend In-Person Conferences

Wrapping Up: Avoid the Google Sandbox Mindset

While Google remains a major player, you shouldn’t be relying solely on it for website traffic. Google’s constantly changing algorithms and competition for search rankings will continue. To mitigate these risks and drive more diverse traffic sources, implement an equally diverse search and content marketing strategy. There are sandboxes, literally, everywhere.

Mix up your content. Leverage your social media platforms. Build on your email lists. Engage with your audience and drive that traffic back to your websites. If you can reduce your reliance on Google’s search results for website traffic you gain more control over your own success.