{"id":519,"date":"2024-02-16T05:26:35","date_gmt":"2024-02-16T05:26:35","guid":{"rendered":"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/02\/16\/has-google-gotten-worse-heres-what-new-data-says\/"},"modified":"2024-02-16T05:26:35","modified_gmt":"2024-02-16T05:26:35","slug":"has-google-gotten-worse-heres-what-new-data-says","status":"publish","type":"post","link":"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/02\/16\/has-google-gotten-worse-heres-what-new-data-says\/","title":{"rendered":"Has Google Gotten Worse? Here\u2019s What New Data Says"},"content":{"rendered":"<div class=\"hs-featured-image-wrapper\">\n <a href=\"https:\/\/blog.hubspot.com\/marketing\/has-google-gotten-worse\" title=\"\" class=\"hs-featured-image-link\"> <img decoding=\"async\" src=\"https:\/\/blog.hubspot.com\/hubfs\/is-google-getting-worse.jpg\" alt=\"Woman frustrated in front of laptop flanked by garbage cans representing bad search results\" class=\"hs-featured-image\" style=\"width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;\"> <\/a>\n<\/div>\n<p>\u201cGoogle is getting worse\u201d is almost a meme at this point. Go into any forum or subreddit that mentions search results, and you\u2019ll find someone complaining that SEO has ruined Google Search.<\/p>\n<p>\u201cGoogle is getting worse\u201d is almost a meme at this point. Go into any forum or subreddit that mentions search results, and you\u2019ll find someone complaining that SEO has ruined Google Search.<\/p>\n<p>Joke\u2019s on them. SEO has been ruining Google Search for 26 years.<\/p>\n<p>I was there for keyword stuffing, <a href=\"https:\/\/blog.hubspot.com\/marketing\/black-hat-seo\">cloaking<\/a>, and link farms. The idea that Google is somehow getting worse is a claim I\u2019ve rolled my eyes at in both my official capacity as a marketer and as a consumer.<\/p>\n<p>Only now, marketing news headlines are breathlessly claiming that a study from Germany has <em>proven <\/em>Google is getting worse. See <a href=\"https:\/\/mashable.com\/article\/google-search-low-quality-research\">here<\/a>, <a href=\"https:\/\/www.businessinsider.com\/google-search-getting-worse-spam-affiliate-links-duckduckgo-bing-2024-1\">here<\/a>, and <a href=\"https:\/\/www.techradar.com\/computing\/search-engines\/google-search-might-be-getting-worse-and-ai-threatens-to-ruin-it-entirely\">here<\/a>.<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=d2f92c84-6218-471c-b780-076eb4305d05&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important; width: auto !important; max-width: 100% !important;border-width: 0px; \/*hs-extra-styles*\/; margin: 0 auto; display: block; margin-top: 20px; margin-bottom: 20px\" alt=\"Want more marketing news? Subscribe to our free newsletter.\" height=\"58\" width=\"558\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/d2f92c84-6218-471c-b780-076eb4305d05.png\" align=\"middle\"><\/a><\/p>\n<p>Like everyone else on the internet, I want to insist I\u2019m correct in the face of evidence that I\u2019m not. So, I turned to one of the smartest SEOs that I know and asked her who was right.<\/p>\n<p>But first, let\u2019s take a look at what the study actually says.<\/p>\n<h2>What the Data Shows<\/h2>\n<p>The claim comes from <a href=\"https:\/\/downloads.webis.de\/publications\/papers\/bevendorff_2024a.pdf\">a longitudinal study<\/a> by researchers from Leipzig University, Bauhaus-Universit\u00e4t Weimar, and the Center for Scalable Data Analytics and Artificial Intelligence (ScaDS.AI).<\/p>\n<p>\u201cLongitudinal study\u201d is a fancy way of saying they observed variables over time without trying to change those variables.<\/p>\n<p> <a href=\"http:\/\/ultimateaimachine.com\">look.<\/a> this case, they observed 7,392 product review searches on Google, Bing, and DuckDuckGo over the course of a year. Think of searches like \u201cbest headphones\u201d or \u201cbest budget bidet.\u201d (Don\u2019t judge me!)<\/p>\n<p>Their results suggest that search-optimized affiliate content is overrepresented in search results.<\/p>\n<p>\u201cWe find that the majority of high-ranking product reviews in the result pages of commercial search engines (SERPs) use affiliate marketing, and significant amounts are outright SEO product review spam,\u201d the report states.<\/p>\n<p>They also found that\u2013 perhaps unsurprisingly\u2013 there\u2019s an \u201cinverse relationship between affiliate marketing use and content complexity.\u201d<\/p>\n<p>That\u2019s a polite way of saying that most affiliate content is hot garbage.<\/p>\n<p>Okay, I admit that\u2019s not a good look. But it\u2019s focused on product search. Maybe affiliate garbage is what people <em>want <\/em>when they search for a product. After all, if nobody clicked it, Google would put something else in its place, right?<\/p>\n<p>What about informational searches?<\/p>\n<h2>Search Quality on the Wider Web<\/h2>\n<p>\u201cWhen we\u2019re losing, it\u2019s not because of spam,\u201d says <a href=\"https:\/\/www.linkedin.com\/in\/amanda-edens\/\">Amanda Sellers<\/a>, HubSpot\u2019s Manager of EN Blog Strategy. \u201cIt\u2019s because of topical authority problems.\u201d<\/p>\n<p>I\u2019d asked her if over-optimized affiliate content is winning on educational searches, too.<\/p>\n<p>Until recently, Sellers led the Historical Optimization team for HubSpot\u2019s blog network. Her team was responsible for knowing exactly what content ranked higher than us in the search engines\u2013 and why.<\/p>\n<p>If we were losing ground to affiliate crap, she\u2019s the one who would know.<\/p>\n<p>Sellers explains that when Google lowers the rank of a HubSpot blog, it\u2019s not because the search engine is putting affiliate garbage higher. It\u2019s more likely that someone else simply has more authority for that subject.<\/p>\n<p>\u201cIn other words, HubSpot is writing about a problem that HubSpot doesn\u2019t need to be writing about,\u201d she says. \u201cOr, at least, where our competitors are better aligned to write about. Basically, we\u2019re not delivering the goods that the searcher is looking for.\u201d<\/p>\n<p>That seems like the opposite of Google getting worse, right? Feeling more confident, I asked Amanda point blank if she felt Search had gotten worse.<\/p>\n<p>\u201cHas Google Search gotten worse? I have no doubt that that\u2019s true,\u201d she says. \u201cParticularly in verticals that are less competitive and where AI content can very easily rank.\u201d<\/p>\n<p>Sonofa\u2013<\/p>\n<p>\u201cBut is it going to continue to get worse? Perhaps this is a really optimistic view\u2013 and I\u2019m giving Google a lot of credit\u2013 but we\u2019re seeing Google take action. And while they don\u2019t always get it right, they are working on this problem.\u201d<\/p>\n<p>She brings up a good point. Search results aren\u2019t set in stone. They change over time. So, did the study show that that change was for better or worse?<\/p>\n<h2>SEO Over Time<\/h2>\n<p>\u201cGoogle results seem to have improved to some extent since the start of our experiment in terms of the amount of affiliate spam,\u201d the report concludes. \u201cYet, we can still find several spam domains and also see an overall downward trend in text quality in all three search engines, so there is still quite a lot of room for improvement.\u201d<\/p>\n<p>That squares with my experience. Link farms worked until they didn\u2019t. Keyword-stuffed content clogged the search results until Google figured it out.<\/p>\n<p>\u201cThird-party content. Content mills,\u201d Amanda adds. \u201cThis has been a model for a really long time. That\u2019s why we\u2019ve seen multiple algorithm updates from August [of 2023] moving forward.\u201d<\/p>\n<p>As long as search engines have limited space and an algorithm that decides what goes there, someone is going to try to game that algorithm. Then Google is going to update that algorithm.<\/p>\n<p>So, is Google getting worse? In answering that, the researchers give what is perhaps the best definition of SEO I\u2019ve ever heard:<\/p>\n<p>\u201cSEO is a constant battle and we see repeated breathing <a href=\"http:\/\/ultimateaimachine.com\">official<\/a> of review spam entering and leaving the results[.]\u201d<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=21ecd91a-e772-4550-ac36-8617d800295f&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img fetchpriority=\"high\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important; width: auto !important; max-width: 100% !important;border-width: 0px; \/*hs-extra-styles*\/; margin: 0 auto; display: block; margin-top: 20px; margin-bottom: 20px\" alt=\"New call-to-action\" height=\"613\" width=\"1920\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/21ecd91a-e772-4550-ac36-8617d800295f.png\" align=\"middle\"><\/a><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fhas-google-gotten-worse&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss\" alt=\"\" width=\"1\" height=\"1\" style=\"min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; \"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cGoogle is getting worse\u201d is almost a meme at this point. Go into any forum or subreddit that mentions search results, and you\u2019ll find someone complaining that SEO has ruined Google Search. \u201cGoogle is getting worse\u201d is almost a meme at this point. Go into any forum or subreddit that mentions search results, and you\u2019ll [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":518,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-519","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Has Google Gotten Worse? Here\u2019s What New Data Says - Bell Marketing Solutions<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/02\/16\/has-google-gotten-worse-heres-what-new-data-says\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Has Google Gotten Worse? Here\u2019s What New Data Says - Bell Marketing Solutions\" \/>\n<meta property=\"og:description\" content=\"\u201cGoogle is getting worse\u201d is almost a meme at this point. Go into any forum or subreddit that mentions search results, and you\u2019ll find someone complaining that SEO has ruined Google Search. \u201cGoogle is getting worse\u201d is almost a meme at this point. 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