Google’s Search Share Declines Amidst SEO Spam and Generative AI Challenges

Google is facing increasing competition in the search engine market as platforms like Bing integrate generative AI (genAI) features. Simultaneously, Google’s efforts to counteract SEO spam appear to be falling short, impacting its search result quality. At V Aiotechnical.com, we delve into how these changes are shaping the search landscape and what it means for marketers.
Google’s Declining Market Share
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ToggleIn October 2024, Google’s global search engine market share dropped below 90% for the first time since 2015, according to Statcounter. During the same period, Bing’s market share surpassed 4% for the first time since 2011, although it has slightly dipped since.
The influx of genAI-generated content on the internet has presented challenges for Google, which has implemented aggressive algorithm updates and manual actions to combat SEO spam. However, industry experts argue that these efforts may not be achieving their intended results.
Lily Ray, Vice President of SEO Strategy at Amsive, noted, “Google has made significant moves in the past two years to reduce SEO spam. However, it’s unclear if these measures have improved the internet’s content quality.”
The Role of User-Generated Content
To prioritize human-authored content, Google has increased the visibility of user-generated material from platforms like Reddit, Quora, and LinkedIn Pulse. While this shift elevates authentic voices, it may also compromise accuracy, degrading the overall search experience.
BrightEdge reports that links from Reddit and Quora are appearing less frequently in AI Overviews than during their initial launch. However, the reliability of cited content in these Overviews remains a concern.
Issues with Google’s AI Overviews
Google’s AI Overviews aim to consolidate information for users, but they are not immune to inaccuracies. Sites penalized for violating Google’s spam policies have been found appearing in these Overviews, raising questions about their reliability.
Ray highlighted an example where a Forbes article, previously hit with manual action penalties, surfaced in an AI Overview. “That makes absolutely no sense,” she said.
Additionally, AI Overviews sometimes display outdated information or link to international pages instead of local ones, further diminishing their utility.
Challenges for Marketers
Navigating these changes requires marketers to adapt their strategies. While AI Overviews present new opportunities, the path to being sourced within them remains unclear.
“In theory, monitoring AI Overview citations can help identify the types of content likely to be featured,” said Ray. However, the inconsistency of these Overviews makes it challenging for marketers to replicate success.
Adapting to the Changing Landscape
- Focus on SEO Best Practices: Continuing to produce high-quality, optimized content remains essential.
- Monitor Competitors: Bing and other search engines have gained traction, making it crucial to track alternative platforms.
- Experiment with AI Overviews: Testing strategies to appear in AI Overviews can provide a competitive edge.
Conclusion
Google’s struggle with SEO spam and generative AI challenges is reshaping the search engine landscape. As Bing and other competitors gain ground, marketers must adapt by diversifying their strategies and exploring new opportunities.
At V Aiotechnical.com, we remain committed to providing actionable insights and legitimate content to help marketers stay ahead in this evolving space. Keep following V Aiotechnical.com for the latest updates and expert analysis on SEO and digital marketing trends.