Google, Its AI Search, and Web Site Traffic
May 12, 2025
No AI. Just a dinobaby sharing an observation about younger managers and their innocence.
I read “Google’s AI Search Switch Leaves Indie Websites Unmoored.” I think this is a Gen Y way of saying, “No traffic for you, bozos.” Of course, as a dinobaby, I am probably wrong.
Let’s look at the write up. It says:
many publishers said they either need to shut down or revamp their distribution strategy. Experts this effort could ultimately reduce the quality of information Google can access for its search results and AI answers.
Okay, but this is just one way to look at Google’s delicious decision.
May I share some of my personal thoughts about what this traffic downshift means for those blue-chip consultant Googlers in charge:
First, in the good old days before the decline began in 2006, Google indexed bluebirds (sites that had to be checked for new content or “deltas” on an accelerated heart beat. Examples were whitehouse.gov (no, not the whitehouse.com porn site). Then there were sparrows. These plentiful Web sites could be checked on a relaxed schedule. I mean how often do you visit the US government’s National Railway Retirement Web site if it still is maintained and online? Yep, the correct answer is, “Never.” There there were canaries. These were sites which might signal a surge in popularity. They were checked on a heart beat that ensured the Google wouldn’t miss a trend and fail to sell advertising to those lucky ad buyers.
So, bluebirds, canaries, and sparrows.
This shift means that Google can reduce costs by focusing on bluebirds and canaries. The sparrows — the site operated by someone’s grandmother to sell home made quilts — won’t get traffic unless the site operator buys advertising. It’s pay to play. If a site is not in the Google index, it just may not exist. Sure there are alternative Web search systems, but none, as far as I know, are close to the scope of the “old” Google in 2006.
Second, by dropping sparrows or pinging them once in a blue moon will reduce the costs of crawling, indexing, and doing the behind-the-scenes work that consumes Google cash at an astonishing rate. Therefore, the myth of indexing the “Web” is going to persist, but the content of the index is not going to be “fresh.” This is the concept that some sites like whitehouse.gov have important information that must be in search results. Non-priority sites just disappear or fade. Eventually the users won’t know something is missing, which is assisted by the decline in education for some Google users. The top one percent knows bad or missing information. The other 99 percent? Well, good luck.
Third, the change means that publishers will have some options. [a] They can block Google’s spider and chase the options. How’s Yandex.ru sound? [b] They can buy advertising and move forward. I suggest these publishers ask a Google advertising representative what the minimum spend is to get traffic. [c] Publishers can join together and try to come up with a joint effort to resist the increasingly aggressive business actions of Google. Do you have a Google button on your remote? Well, you will. [d] Be innovative. Yeah, no comment.
Net net: This item about the impact of AI Overviews is important. Just consider what Google gains and the pickle publishers and other Web sites now find themselves enjoying.
Stephen E Arnold, May 12, 2025
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