Google Zero (how to stay relevant when your traffic tanks)

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Is Google Hurting Businesses? How Search Updates Impact Traffic

The recent Google core update, codenamed “Zero,” and ongoing improvements to Google Search are causing concern for businesses. While the aim is to provide users with the most helpful and trustworthy information, some companies are experiencing significant drops in search traffic.

The Problem:

  • Google Zero prioritizes “people-first” content, focusing on expertise, authoritativeness, and trustworthiness (E-A-T). This can disadvantage smaller businesses or niche websites who may have valuable content but lack a large online presence.
  • Google is increasingly using features like knowledge panels and direct answers within the search results page, reducing the need for users to click on external links. This can bypass websites entirely, even if they rank highly.

The Impact:

  • Companies are reporting decreased website traffic, potentially harming their online visibility and sales.
  • Reliance on search engines for traffic can be risky, as businesses have limited control over Google’s algorithms.

What Businesses Can Do:

  • Focus on creating high-quality, informative content that genuinely helps users.
  • Build expertise and authority in their niche by establishing themselves as a trusted source.
  • Diversify marketing strategies beyond just search engine optimization (SEO) to reach customers through social media, email marketing, or influencer partnerships.
  • Stay updated on Google’s algorithm changes and adapt SEO strategies accordingly.

Is There a Solution?

  • Open communication between Google and businesses would be beneficial.
  • Businesses need to adapt to the changing search landscape by prioritizing user experience and building trust with their audience.
  • Businesses need a full spectrum approach to marketing. Don’t just rely on Google for your traffic!


While Google’s goal of a better user experience is admirable, some businesses are feeling the pinch. By focusing on high-quality content, building expertise, and diversifying marketing efforts, companies can navigate these changes and maintain a strong online presence.

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