Google’s AI Search Updates Ruin Small Websites, Reshaping The Online Content Landscape

What’s the first thing that comes to mind when you need to search for something online?

Well, of course it’s none other than Google!

In a rapidly evolving digital landscape, where Google holds over 85% of global search dominance, its recent AI-driven search updates are making waves across the internet. While these changes by the search engine giant aim to enhance user experience, they have left many smaller websites grappling with the aftermath.

From the SEO community claims it is “killing smaller sites” and a constant back-and-forth between Google's engineers issuing updates and spam sites looking to find workarounds, Google Search’s reputation has taken a hit.

So, what exactly has changed and how has it impacted the online content ecosystem?

Let’s dive in.
 

How Has Google’s AI-Driven Updates Affected Websites?

In March 2024, Google rolled out a significant core update, highlighting new ways in which it’s “tackling spammy, low-quality content on Search,” improving search result quality by de-indexing irrelevant content. This change has affected roughly 1.7% of monitored websites, removing them entirely from Google’s search index.

Its April 2024 update rollout led to 45% less low-quality, unoriginal content in search results, exceeding the 40% improvement that was expected. However, these updates have also resulted in the loss of over 20 million monthly organic visits and an estimated $446,000 in lost display ad revenue for the affected sites.

These numbers highlight the financial revenue strain on smaller publishers and websites due to Google’s search algorithm updates:


Further, Google’s introduction of AI Overviews—that is, concise AI-generated summaries displayed at the top of search results—has further reduced the likelihood of users visiting websites run by independent content creators.

So, who has been affected by these changes and how?
 

How Were Smaller Websites Affected?

HouseFresh, a niche website specializing in product reviews, experienced a severe drop in traffic following Google’s Product Reviews Update in late 2023. Despite adhering to Google’s best practices, the site’s visibility declined dramatically, forcing it to reduce its workforce and scale back operations.

Gisele Navarro, managing editor at HouseFresh, said her team faced challenges when competing against larger, more established brands that dominate search rankings, often with less or no product testing.

Travel Lemming, a travel content platform, saw a 94% drop in search traffic in 2024. The platform’s founder, Nate Hake, cited Google’s AI-generated summaries and a feature called “From Sources Across the Web” as major factors in diminishing their organic reach.


Lily Ray, vice president of SEO strategy and research at Amsive, a marketing agency, echoed similar concerns saying, "Because these are very big, authoritative sites in the SEO space, they get to rank really well."

So, what impact did Google’s update have?
 

The Role Of AI In Search Rankings

Google’s generative AI capabilities, integrated into search results, have raised questions about the future of search engine optimization (SEO). Traditional strategies no longer suffice as AI-generated content has gained prominence and favor with consumers. Yet, critics argue that AI Overviews prioritize convenience over depth, potentially marginalizing websites that invest in high-quality, detailed content.

However, Google maintains that its updates are designed to improve search quality and user satisfaction. According to Davis Thompson, Google’s communications manager for Search, “We only launch changes to Search after rigorous testing to confirm that a proposed change will be helpful for real people.”

Google organized a meeting at its offices in Mountain View, California in October, inviting owners of affected sites to discuss suggest fixes for Google Search. While Google apologized about the impact its algorithmic changes had, “a level of denialism” was seen from Google’s engineers, according to Navarro. He further said, “Whatever is happening to sites like ours seems like a mystery to them.”

Joshua Tyler, founder of Cinemablend and Giant Freakin Robot, two affaected sites, stated"[Google said] without an ounce of pity or concern that there would be updates but he didn't know when they'd happen or what they'd do,"

Hence, independent publishers, webpage owners and SEO experts have called for greater transparency for the evolving search landscape.
 

Conclusion

The shift toward AI-driven search is a transformative period for the web search ecosystem. As Google continues to refine its algorithms, it must balance innovation with sustainability, ensuring survival for diverse online content communities.

At the same time, smaller websites are exploring alternative platforms and content strategies to mitigate the impact of Google’s search changes, since audience engagement and diversification of revenue streams remain key survival tactics.

Will Google’s AI-driven search updates pave the way for better search experiences? Will they inadvertently stifle online visibility for smaller publishers?

Let us know in the comments below!