{"id":50922,"date":"2025-01-27T13:02:05","date_gmt":"2025-01-27T13:02:05","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/leave-no-road-untaken-a-twofold-path-to-search-success\/"},"modified":"2025-01-27T13:02:05","modified_gmt":"2025-01-27T13:02:05","slug":"leave-no-road-untaken-a-twofold-path-to-search-success","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=50922","title":{"rendered":"Leave No Road Untaken: A Twofold Path to Search Success"},"content":{"rendered":"


\n<\/p>\n

\n

\"A\n<\/picture>\n

Honestly, given my experience in the newspaper industry, I think both things can be true.<\/p>\n

Like at Google, any newspaper has two main operations: the part that creates a product that the public wants, and the part that sells ads. The newsroom works hard to uncover and report the news, telling the public what they need and want to know. But newspapers make more money these days from selling ads than from subscriptions, so it\u2019s really easy for the ad side of the business to take priority. The more a newspaper focuses on ad revenue, the shorter and more superficial the news coverage gets, with more and more column inches and operational dollars being devoted to ads instead of news.<\/p>\n

I don\u2019t doubt that the Search side of Google really is working hard to improve the SERPs and help us find the information we want. But Google is a business, and it has to make money somehow. And with the rise of AI opening up another front in Google\u2019s battle to maintain market dominance, there\u2019s a whole new source of financial pressure: Developing AI and keeping all of those servers running isn\u2019t cheap.<\/p>\n

And then, there\u2019s the recent antitrust ruling against Google<\/a>, which is likely to change everything.<\/p>\n

So where does all of this leave Google, and where does it leave us? I think the answer may lie in a two-pronged approach that\u2019s optimized for both today\u2019s free, ad-supported Google and a future iteration of what is currently called Gemini Advanced.<\/p>\n

Free vs. AI: The Roads Forward<\/h2>\n

Nobody likes paying for something that could be free. People didn\u2019t really want to pay for newspaper subscriptions anymore once you could get the news online. But the result of that has been the closure of a lot of newsrooms across the country, with the strongest survivors being the ones that could convince people that their coverage was worth the cost of an online subscription.<\/p>\n

Similarly, you probably won\u2019t find a lot of people who would jump at the chance to pay for Google Search. But what if what you were paying for was the Google we\u2019ve been promised, a Google that was actually really good at finding you exactly what you wanted, without ads or spam? They keep saying that that\u2019s what they\u2019re working toward, a human-centered search experience that helps you find helpful content.<\/p>\n

In light of the Justice Department\u2019s ruling, it wouldn\u2019t surprise me if we end up with two separate Googles someday: one free, ad-funded search engine that works a lot like how it did a few years ago, and one subscription-based, AI-powered search tool, a personal Jeeves for the 21st century Internet that helps people to find high-quality, user-focused, trustworthy information. And to succeed in a world where people use both of those types of tools to find things online, we\u2019ll need to optimize for both.<\/p>\n

SEO for Today and Tomorrow<\/h2>\n

It\u2019s clear that we need to be constantly improving the quality of our websites\u2019 content, focusing on meeting the user intent of the queries we hope to rank for. Google has said as much, over<\/a> and over<\/a> and over<\/a> again: We need to fill our sites with content that\u2019s designed to help readers learn what they want to know, not keyword-stuffed fluff created only for Google\u2019s algorithm. That\u2019s what Google wants to reward. And as AI continues to improve, that\u2019s the stuff it\u2019s more likely to draw from and link to when formulating answers for users.<\/p>\n

But it\u2019s also abundantly clear that backlinks are not dead<\/a>. In fact, factors like backlinks, clicks, and Chrome data showed up in May\u2019s Google code leak<\/a>, and Jim Boykin\u2019s research<\/a> this year has only confirmed that links are highly valuable if you want to rank in Google\u2019s search results. There\u2019s little reason to think that that wouldn\u2019t continue to be the case in a world where the SERPs become a separate product, independent of other current Google products like Gemini and Chrome.<\/p>\n

Both high-quality on-page content and off-page factors are likely to continue to be important to a website\u2019s online visibility, no matter what type of search engine or tool people are using months or years from now. Making sure that you\u2019re giving enough attention to both could make all the difference to your site\u2019s performance.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

It\u2019s been a pretty turbulent year for Google, with serious concerns about the quality of search results being raised at least as far back as last fall\u2019s Helpful Content Update. 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