Why
SEOS
Need To
Embrace
Scepticism

Google adopt the “Don’t be evil” mantra as part of its code of conduct. This was to highlight their commitment to ethical practices like transparency and user trust, and avoidance of harmful practices like putting profits and personal gains over user privacy.

Google is acquired by Alphabet, and replaces “Don’t be evil” with “Do the right thing,” reframing their mantra into a more positive, corporate-friendly analogy that emphasises a proactive approach to ethical practice.

Performance Max is an automated campaign type powered by AI that runs ads across all Google platforms, including YouTube, Search, and Display. PMax optimises ad delivery to maximise conversions, and while it simplifies campaign management, many advertisers express concern over the reduced control and clarity they will have over their own campaigns.

Google revises its messaging around algorithm changes, calling them “core updates.” By renaming them Google hopes to highlight that regular changes are part of routine improvements to the overall search algorithm, not just fixes targeting specific issues.

Google AI sign an exclusive deal with Reddit allowing them to use its extensive user-generated content to train and improve its AI models in natural language processing and better understanding human interactions.

A leak of internal documentation about Google’s algorithm ranking factors reveals how the company really determines search result rankings, shedding light on previously undisclosed details about the weight and influence various ranking factors have along with many other findings that directly contradicted earlier messaging from Google.

AI-driven overviews are added to the Google search experience summarising key information directly in the SERPs, providing users with concise insights on complex topics. While this feature improves search efficiency, publishers worry it will lower website traffic as users will have less need to visit source pages directly.

Google is found guilty of violating antitrust laws by abusing its dominance in digital advertising and search following a lawsuit brought by The U.S. Department of Justice and several states accusing Google of using anti-competitive tactics, like exclusive deals and favouring its own services, to maintain its monopoly. The ruling poses a major legal challenge, possibly leading to changes in Google’s practices and more regulation of big tech.

These legal developments could spark a breakup of Google’s monopoly that might involve separating Google’s key businesses, such as its search engine, advertising platform and YouTube, into independent companies. Potentially resulting in increased competition, lowering advertising costs, and more opportunities for smaller players in the market.