I first got into SEO not because I had a crystal ball, but because I had no other choice. Back in the early 2000s, I was part of a small web business with my mom in Seattle. We once hired another company for SEO work, but when we couldn’t afford to continue, I found myself diving into search marketing.
Fast forward more than 20 years, and here I am, one of the loudest voices in SEO, and admittedly, one of Google’s fiercest critics. In a recent interview, I took a deep dive into how search has evolved, what’s gone astray, and what the future might hold.
Early SEO was a wild ride. The digital landscape today may seem convoluted, but nothing beats the chaos of the early days. It was a time ruled by forums like WebmasterWorld and Search Engine Watch, where people shared tactics rather openly. Risky as it was, buying links was common and effective—myself included. However, a public reprimand from Google’s Matt Cutts was a turning point for me, steering my focus towards ‘white hat’ practices aligned with Google’s guidelines.
Over time, I’ve begun to question if following those guidelines perhaps went too far, given Google’s own evolving practices. Yet, what continues to stand out from the early industry days are not just the tactics but the relationships I’ve built.
Many attribute AI as the seismic shift in search, but I beg to differ. It all started around 2011 when ‘zero-click search’ emerged—Google began answering queries directly on the results page. Initial features were simple, like weather boxes, but the concept expanded significantly with time.
Indeed, by around 2016–2017, nearly half of all searches ended without a click, growing to more than two-thirds today. This trend didn’t just appear out of nowhere with AI; it’s been brewing for over a decade.
I reckon publishers had a missed chance to take action long ago. At that time, media conglomerates could have united to challenge Google’s growing dominance, perhaps by demanding compensation or limiting usage of their content. Instead, they let Google expand its reach unhindered.
The publishing industry missed a window, but adaptation is key now. It’s time to pivot towards creating subscription businesses and monetizing attention rather than just traffic, as demonstrated by companies like The New York Times.
As for Google, I don’t believe its search services have worsened for users, though it’s become increasingly tough for publishers and creators. As Google grew and went public, priorities shifted, succumbing to growth and revenue pressures, thus becoming aligned with investor expectations.
When it comes to AI, I see a common misconception. People often mistake AI’s outputs as solid and consistent, akin to search results, but that’s rarely the case. Answers can vary widely. I recommend not relying on a single response; instead, ask multiple times and look for consistencies.
Reflecting on the early days of SEO, I don’t yearn for any specific tactic, but I do miss the opportunities for smaller creators and independent sites. Back then, traffic wasn’t just for the giants—it was more democratically distributed.
As I look forward, I imagine the media and search landscape might mirror the past: A few powerful platforms dictating the flow of information while individuals continue to create content within their domains. And yet, I’m hopeful the web will continue to evolve.
Inspired by this post on Search Engine Land.
Leave a Reply