Google Search Shakeup: Can Independent Publishers Thrive in Google’s Shadow? - Part 4

In an era where Google wields unparalleled influence over the digital landscape, small, independent publishers find themselves navigating an ecosystem, where visibility and survival are increasingly dictated by the search giant’s algorithms. The dominance of Google Search raises critical questions about fairness, competition, and the future of a diverse and healthy web. As small and independent publishers struggle to compete with larger, algorithmically favoured entities, there is a growing discourse around potential solutions – both regulatory and market-based – that could level the playing field.

The fourth and final part of this series delves into the heart of these discussions, exploring the viability of proposed measures and their implications for fostering a more equitable digital environment. Can new regulations curb Google's overwhelming power? Are there market-driven innovations that could support independent voices and ensure a vibrant, diverse internet?

Darshil Shah, Director, ChtrSocial, doesn’t think any regulatory bodies can solve the concerns of independent publishers and promote a healthier web ecosystem. His bet is, if Microsoft plays their cards right with the OpenAI partnership by their side, they can even the playing field and bring a healthier balance in the search ecosystem with co-pilot, Bing, and ChatGPT.

In the long term, says Shah, SEO practices are sure to be impacted. “Understanding of how Google crawls for SERP results forms the base of most on-page and off-page optimization practices today. It’s sure to change, as the parameters for Google AI algorithm to pick preferred snippets will need to be reverse-engineered by SEO experts over time.”

Siddharth Devnani, Co-Founder & Director, SoCheers, reckons that the concerns of independent publishers regarding Google’s AI Overviews are being addressed through market-driven solutions like content licensing deals. “OpenAI has been signing deals with publishers like News Corp & Vox, and with platforms like Reddit. They license their content to train OpenAI’s AI products. This creates a revenue stream for publishers and ensures the AI has access to high-quality information. While there haven’t been confirmed announcements about a similar deal between many other players, these types of market-based solutions are likely to be the direction this moves in. It’s a symbiotic relationship, and a way for publishers to monetise in these strange internet times.” he concludes.

To promote a healthier web ecosystem and address the concerns of independent publishers, a multifaceted approach involving regulatory solutions is essential, opines Ranjit Thind, Director of Media and Tech, Asymmetrique. According to him, strengthening anti-trust laws can prevent monopolistic practices, promoting competition and ensuring no single entity, like Google, dominates to the detriment of smaller players.

“In extreme cases, breaking up large tech companies might be necessary to reduce their market dominance. Transparency requirements, such as mandating algorithm transparency and providing clearer guidelines, can help independent publishers understand content ranking and compete more fairly. Supporting independent journalism through subsidies, grants, and public funding can also maintain diverse media sources, while strengthening data privacy regulations can level the playing field by limiting the data large companies can collect and giving users more control over their information,” Thind says.

He points out that market-based solutions also play a significant role in enhancing the web ecosystem.

“Encouraging publishers to diversify their traffic sources beyond Google, by leveraging social media, email newsletters, and optimizing content for alternative search engines, can reduce dependency on a single platform. Forming collaborative platforms, such as publisher coalitions and content syndication networks, can help smaller publishers share resources and increase visibility. Innovative revenue models, including subscription-based systems and crowdfunding, can provide steady revenue streams less reliant on ad revenue and search engine traffic. Additionally, utilizing technological innovations like AI, automation tools for content optimization, and personalized content can help independent publishers compete more effectively with larger entities,” he says.

Thind is of the opinion that industry-led initiatives further support the development of a healthier web ecosystem. Developing ethical advertising networks that prioritize independent publishers can secure fair ad revenue without being overshadowed by larger players. Establishing industry standards and best practices for content quality, SEO, and ethical journalism can maintain a high-quality, diverse web environment. Certification programmes for high-quality, independent content can help these publishers gain recognition and trust from readers and advertisers alike, Thind says.

Russhabh R Thakkar, Founder and CEO, Frodoh World, feels that there are no simple solutions, but a multi-pronged approach promoting a balanced web ecosystem could help. This, according to him, includes increased transparency from Google on how their AI ranks and interprets content across languages/ regions. Collaborative efforts between publishers, startups and regulators to develop ethical AI governance principles supporting an unbiased, quality-focused internet are also valuable. “However, market forces will ultimately favour engines that cultivate user trust through reliable, nuanced information delivery. Independent publishers adept at reinforcing their brand credibility and producing nuanced narratives that AI recognizes as authoritative can secure long-term success,” he concludes.

Google’s algorithm changes and AI Overviews will significantly impact the SEO landscape, online publishers, the visibility of high-quality content, and the overall user experience.

The long-term impacts of Google’s transition to an AI-driven search and answer engine include potential shifts in SEO practices and content visibility. While Google’s power over the web is substantial, regulatory measures, market-driven innovations, and ethical AI governance principles could support independent publishers and ensure a more diverse and vibrant internet.

Parting shot:

“The large language model generates fluent language based on the provided sources, but fluent language is not the same as correct information,” concludes Suzan Verberne, a professor at Leiden University.