What’s going on with Google?

Something’s happening with Google and it’s not clear what it means for organic search and, conversely, for paid ads.

But it’s pretty obvious that Google is running the show moving forward.

This isn’t news as most sites target organic Google results but the landscape is shifting.

Actually, rather than a shift, it’s fair to say that that the Google universe is tilting on its axis and it’s not clear what direction things are headed in.

How Does Google Search work?

Simple – Google searches websites for keywords, longtails, technical SEO and beautiful content and decides which sites get rewarded with a Page 1 SERPs result.

It’s got to be relevant, useful and tick lots of boxes.

It’s got to have links; the right links and not too many links.

Content has to be refreshed and updated frequently, but not too often.

Pages and blogs have to be long enough for Google to find attractive but short enough for people to actually want to read.

SEO platform, Bright Edge claims that 68% of all internet activity starts on search engines, with Google cornering the market.

Honestly, this has worked well for most brands.

You hire content specialists to create SEO-rich content, which can be supported by a wide range of SEO tools and platforms, like SEMRush and AHRefs.

It’s pretty cool when you play by the rules (Google’s rules).

While it is a complex exchange of content to secure good SERPs, it is possible to top the charts. It has created millions of jobs across the world, transformed start ups into billion-dollar brands.

But the last year hasn’t felt like other years.

While the change is seismic, the timeline isn’t with changes creeping up on many businesses who are not sure whether to onboard with AI or not.

Loving AI Overviews?

In 2024, Google’s AI Overviews took up residence at the top of the search, over and above Google’s own ads.

Unassuming? Maybe.

If you were lucky, Google’s AI Overviews would reward your great content with a linked paragraph to your site.

Google gold dust.

It’s not totally clear how to secure your spot on Google AI Overviews – continued superb content?

But Google has put their own new kid on the block…

Meet AI Mode

In May 2025, Google announced AI Mode – and this could change everything. Rather than giving you a few links to choose from, AI Mode will mash content together and create a mini article to answer your search query.

A result that will give you the answer that you asked for without links to companies that want your time and your money.

Sounds good?

Hmmm – that’s a good question.

Often, we’re on Google for answers. Frequently, we want those answers to have some buyable results at the end of their rainbow.

As consumers, it could snap your route to purchase.

As brands, it could blast your route to market into smithereens, taking with it your SEO team and content creators – and the professionals that rely on your website for revenue.

Google seems to think that it can work for everyone.

Web 5.0

It’s hard to imaging what the next iteration of the world wide web will look like. However, it feels strange to think that a global mega brand will helm the changes. After all, the web was developed to drive equality of access.

Are we looking at Web G.0?

‘What’s Happened to my SEO?’

There have been a few times over the last 12 months where Google’s changes – algorithmic or otherwise – decimated growth for some site, despite brands playing by ‘the rules.

Had Google spotted your AI experiment?

Or did you need to publish more content, more often?

Or less and make it better?

Marketing brand, Wordstream, release a benchmarking guide to measure click through rates across all sectors and industries.

The brand is highlighting what many marketers are feeling.

The zero click rate.

What is the zero click rate?

Rather than click through to a brand’s site, the AI Overviews has offered just enough content to answer searchers questions.

If click-through rates are dropping, how will you reach your audiences?

Are we facing the processing of data so that we simply have to absorb it – like a ready meal?

And so, what now for Google?

Is your business in time to assess your next steps in terms of marketing moving forward? Is it time to expand your reach and budget beyond SEO and PPC? Is it time to take your content onto social? Or is it time to hit email and work around Google’s changes.

Or will there be room for a little bit of everything?

If you want to understand your options or just have a coffee and a chat to see where you are and where you could be, let’s talk. Let’s talk and drink coffee.