Why I Assume My Google Traffic Is Never Coming Back

A stream of constant and radical Google updates has left the SEO world panicked and confused. While some self-appointed gurus are telling people they know how to make your site “recover” (for a fee), people who really know what they’re doing are seeing things differently.

First Fold Garbage

Being #1 on Google isn’t what it used to be, especially since the September HCU (oh, the irony) update. The first fold on most SERPs goes something like this:

• Up to 4 ads (Google profits if you click)
• Block of YouTube Videos (Google profits if you watch a video)
• Block of Reddit discussions
• Block of Quora discussions (we are 2-3 folds down at this point, especially on mobile)
• Another block of YouTube Videos (more money for Google)
• Another block of ads ($$ for Google)
• Finally an organic result: and the top 10 results will be from a very big websites, preferably an offline brand, often not very relevant at all, especially if your query was very specific.

Bloggers and website owners building quality sites don’t come into the top 10 most of the time. If Google continues packing the first 1-3 folds with ads, videos, forums and PAA blocks, and searchers don’t want to scroll for an hour, you might as well not rank at all.

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Surely They’ll Change It Back?

Some believe Google is going to change this new format. Soon. Any day now. After all, they need our websites to populate their search engine, right?

I don’t think so. Gizmodo reports from the recent DOJ trial about some internal emails from Ben Gomes, the former head of search:

Google was known for erecting clear barriers distancing the product side of search from the advertising wing so that the former can focus on constantly improving user experience. But the documents presented at trial appear to show Gomes expressing concern that the company could be putting its advertising revenue profits ahead of consumer regard…Gomes, according to the documents, felt like he and others on the product side were tasked with focusing too much on revenue solutions.

What it goes on to describe is Google focusing its metrics on how many search queries were completed, not on how quickly and well the SERPs answered the query. Gomes thought it should be the latter. As does every use I’ve talked to.

But the former supports Google’s revenue goals. I know in recent years I’ve found it takes about 6 clicks to get anything like an answer to my query. I don’t have this problem on Bing or DuckDuckGo.

The longer you’re in the SERPs and not clicking through to websites, the more money Google makes on displays of ads. The more chance there is you’ll click an ad.

Their revenue goals don’t involve people clicking through to your sites. When Google users finding what they want and shut down the search page, Google sees that as lost revenue. I’m not convinced they’re correct about that, but it seems to be their position.

How Did We Get Here? The History Behind the Mess

Let’s zoom out for a second. Google didn’t always look like this. There was a time when searching for something meant you’d see a clean page with a few blue links—actual websites made by actual people. If you built a site that helped users, you could rank, sometimes even overnight.

But things changed as Google grew. With each update—Panda, Penguin, Medic, and now HCU—Google claimed it was fighting spam and low-quality content. And yes, some junk did get cleared out. But every time, the winners were usually already big brands. Small blogs and helpful niche sites slowly got squeezed out.

The introduction of “universal search” was another turning point. Suddenly, videos, images, and news started popping up above regular results. Then came features like “People Also Ask,” featured snippets, and knowledge panels—all things that keep you on Google’s own pages instead of clicking out to someone else’s site.

It’s not just about pushing websites down. It’s about making Google the end destination instead of just the middleman. That’s why so many site owners feel like they’re shouting into the void.

But Why?

Why would Google do this, when it’s clearly not producing a great search experience for anybody? It’s all about money. And the law.

Google is legally required under US court precedent to make as much money for shareholders, every single quarter, as possible. There’s an unrealistic expectation that companies should earn more money, every quarter, until the end of time.

And if they deliberately do anything that results in less quarterly revenue, they will be sued by investors and they will lose. If they do something good for the ecology, pay workers a bit more, make search better for users at the expense of ad clicks – all of that would be wrong, under US law. It’s stupid, but there it is.

It’s obviously not possible for a company to be ever more profitable every quarter forever, so what companies like Google have to do to keep up is find ways to fudge the numbers. They have to at least show they did everything they could to separate people from their money.

I never believed Google’s supposed Chinese Wall. You know how you get around one of those? Separate the two departments, totally and completely… but then have them both report to one person or group. Simplest thing in the world.

What To Do

I’m not going to declare that our lost Google traffic will never recover. It might. But I am assuming it won’t so I can plan accordingly. Then if it does come back, that’s a bonus.

Now is the time to:

• Focus harder than ever on social media. No, it’s not great, but I’ve talked to bloggers having some success with Pinterest and Facebook (depending on niche). And social media tends to deliver higher RPMs than Google on sites with ads.
• Build your email list. If you can’t stand email, there are now auto-email generators like Rasa.io, which creates newsletter style emails automatically. Unlike the ones you’ve tried in the past, Rasa actually drives traffic to my sites.
• Start paying attention to other search engines. If they have webmaster tools, sign up and start poking around.
• If you build links, rethink how you do it. Imagine if Google didn’t exist – how would you built links then, just to get organic traffic to your site?

The Impact on Everyday Site Owners

So what’s the real-life impact of all these changes? For many bloggers, small businesses, and indie media, it means less traffic. Sites that used to get thousands of hits a day are suddenly scraping by with hundreds—or less.

This isn’t just about ego or bragging rights. Less traffic means lower ad revenue. It means fewer email sign-ups and less business for anyone who sells products or services online. For some people, it means shutting down their websites or laying off staff.

And for users, it’s not much better. The average person is getting more ads and less useful information. It’s harder to find personal stories, detailed reviews, or the quirky how-to guides that used to make the web fun.

Is There Any Hope for Organic Search?

It’s easy to feel hopeless, but it isn’t all doom and gloom. Some people are seeing positive results from focusing on user experience and unique content. Google still says it wants to reward “helpful” sites—and sometimes it does! But what works seems to change every few months.

The key is being flexible and not relying on just one source of traffic. If you’re still getting some hits from Google, great—keep working on those pages. But don’t put all your eggs in that basket.

Look for new ways to reach your audience. Maybe that means starting a podcast or YouTube channel (even if you don’t love being on camera). Maybe it’s guest posting on other blogs or cross-promoting with friends in your niche.

Don’t Ignore Other Search Engines

Google still owns most of the market, but alternative search engines are worth exploring. Microsoft’s Bing has improved a lot lately, especially with its AI features. DuckDuckGo is popular with privacy-focused users.

Some bloggers are reporting decent results from Bing traffic even when their Google rankings tanked. It takes time to set up and optimize for other engines, but it can be worth it—especially since those users might be more loyal.

Most of these alternatives have their own webmaster tools. These let you see how your site is performing, submit sitemaps, and spot any technical problems. It’s worth taking an hour to sign up and poke around.

Building a Real Community Matters More Than Ever

One thing Google can’t take away is your relationship with your readers. Social media and email lists might seem old-fashioned compared to search traffic, but they work because you’re building a direct connection.

Think about starting a private Facebook group or Discord server for your fans. Or run contests, Q&As, or giveaways to encourage engagement. The more people feel like part of your community, the more likely they are to visit your site directly instead of Googling your name.

If you haven’t already, start an email newsletter—even if it’s just once a month. Tools like Substack or Mailerlite make it easy. If you’re short on time or ideas, those automated newsletter tools can help fill in the gaps without much effort.

Diversify Your Content: Try New Formats

If you’ve been focused only on written content, now’s the time to branch out. Video is huge right now—not just on YouTube but also on TikTok and Instagram Reels. Even simple screen recordings or short talking-head videos can reach new audiences.

Audio is another option. Short podcasts or audio articles give people a way to hear your ideas while they’re driving or working out.

And don’t forget visuals: infographics, charts, and memes often get shared more than long blog posts—especially on social media.

Rethink Your Monetization Mix

Ad revenue is down for many sites because of lost traffic and lower RPMs. But there are other ways to earn money from your content:

• Offer digital products: eBooks, printables, courses.
• Try affiliate marketing by recommending products you actually use.
• Ask for reader support via Patreon or Buy Me a Coffee.
• Run webinars or paid workshops.
• Sell merch if you have a loyal following.

Even if these don’t replace all your lost ad revenue, they can help smooth out the bumps when Google changes things again.

Stay Informed But Don’t Panic

It’s important to keep up with what’s happening in SEO—follow trusted voices (not just loud ones) on Twitter or in newsletters. But don’t let every update stress you out.

Algorithms will keep changing. What matters most is building something real—a site or brand that people care about enough to seek out directly.

The web is always evolving, but if you focus on helping your audience and being creative about how you reach them, you’ll be in a stronger position no matter what Google does next.