Urgently Diversify Beyond Google Search

Google Search: Why and Ways for Effective Diversification

Google's recent business shifts have negatively impacted SEO. Discover effective strategies to mitigate these changes and increase your online presence.

23rd May 25 | 15th Oct 24 | 8 mins read

By Sannidhi

A man holds a tablet displaying a pie chart during an office meeting with three team members.

Putting all your eggs in one basket is a risky strategy, and many SEOs have learned this the hard way. For years, the focus has been predominantly on Google Search, but recent shifts in its approach to search results—favoring platforms like Reddit, Forbes, and AI-generated content—have left many websites struggling to maintain their visibility. This trend has become increasingly evident over the past year and a half.

Fortunately, savvy SEOs have long advocated for diversifying beyond Google Search to mitigate this risk, more later in the blog. In the wake of the Helpful Content Update, a growing number of professionals are beginning to explore alternative channels for traffic. If you haven't yet started this journey, this blog will outline why diversifying your traffic sources is not just imperative but also effective. For those who have already begun, you may discover strategies you haven't yet considered. Either way, I hope you find this information valuable and actionable.

Why Diversify Google Search Traffic So Urgently?

To illustrate the urgent need for diversification, let me share three instances—among countless others reported on Twitter—that highlight the significant changes in Google SERPs and underscore why it’s critical to invest in alternative sources to reach your target audience.

First, Barry Schwartz tweeted about how Google is increasingly answering user queries directly, often providing the desired information right on the search results page. This leaves searchers with little incentive to click through to your site. When Barry inquired further, he received a response from Google indicating that it has partnered with a limited number of content creators. The issue here is clear: if your site isn’t among that select group, your content may be scraped and displayed to users without any guarantee of visibility or return on investment. The takeaway? You could be getting zero returns from the world’s most popular search engine—one you’ve relied on for years.

A tweet by Barry Schwartz.

Secondly, Matt highlights a case where Google is prominently displaying Local Service Ads (LSA) on Google Business Profiles. As it is not clear in the screenshot, here is the tweet:

"Not cool, Google.

Right in the middle of my wife's Google Business Profile, Google has inserted a carousel of Local Services Ads from other agents. 😡

Shows 10 agents with a "View All" link at the far right of the carousel.

Is your GBP showing this, too?"

A quote tweet by SannidhiSEO

The key takeaway here is that Google is exploring every possible avenue to monetize its platform. While this may benefit Google, it poses challenges for SEOs, as it creates more direct competition for visibility and often results in diminished returns for our efforts.

Finally, let’s examine the following screenshot:

A tweet that shows how Google is favoring unhelpful Reddit result over a site that has a solid EEAT factors.

A tweet by Aleyda Solis.

Aleyda Solis is a renowned SEO expert, and her LearningSEO website is a valuable resource for anyone looking to understand the intricacies of search engine optimization. It is widely recognized by both novices and veterans in the industry. However, for relevant search terms like "learn SEO," Google has chosen to display results from Reddit—a platform it recently partnered with—as a top link. This is not particularly helpful for users seeking quality information. If this is happening to a site with such strong authority and reputation, it’s easy to imagine the challenges faced by other websites in the same space.

There are countless instances where SEOs from around the world have observed Google scraping content to display in search results, often leaving users with little reason to visit the original source. While this behavior may not be universal across all niches, it is particularly evident in areas such as travel, food recipes, entertainment, comparison sites, review sites, and blogs about the best products or services. Additionally, members of the SEO community have reported that even brand queries sometimes fail to show the actual brand as the top link.

Given the way Google is changing its search results, it’s likely that this trend will extend to other niches sooner or later; it’s just a matter of time. In light of these scenarios, it is clear that website owners and SEOs cannot rely solely on Google to reach their target audience. Therefore, it is imperative to diversify your online investments across other platforms.

As shown in the image below, Google itself advises exploring multiple avenues to reach your audience.

A quote tweet by SannidhiSEO.

Ways To Go Beyond Google Search

When Google itself advises exploring multiple ways to reach your target audience, it underscores the urgency of diversifying your approach.

This message is especially important for business owners: Before I outline ways to venture beyond Google Search, I want to emphasize a crucial point that may seem obvious but is often underestimated by website owners—create an outstanding brand. Yes, your business must offer exceptional products and services, as SEOs can only assist to a certain extent when it comes to conversions. If the customer experience is poor, word will spread quickly, often faster than positive experiences. Therefore, website owners should focus on delivering high-quality products and services to build a trustworthy brand. Promote your offerings on the most relevant and dynamic platforms to connect directly with your target audience. Strive to be a brand so compelling that customers and clients seek you out, regardless of the platform. While SEO can enhance your online presence, ultimately, your revenue depends on the quality of your business. Relying on fake reviews may provide a temporary boost, but they should not be the foundation of your revenue strategy. The true test of your revenue growth lies in the quality of your products and services.

Now, let’s explore various ways to reach your target audience while bypassing Google. The following list is presented in alphabetical order:

Answering Engines

With the rise of AI systems like ChatGPT, Gemini, and Copilot, Google Search has begun to lose its online market share. These platforms are rapidly gaining users every day. Answering engines allow users to ask questions and receive information in a concise answer format. This ease of use, compared to browsing through links and exploring multiple websites, has contributed to their popularity. Therefore, it's essential to explore ways to get your webpage featured in these answers, as this represents a crucial source of traffic that should not be overlooked.

Bing

Optimize for the Bing search engine, which is the second most popular search engine in the world and is gaining traction due to recent declines in search quality on Google. In fact, some users have started to shift their focus to Bing, and satisfactory results are being shared on Twitter.

Bluesky

Bluesky gained popularity as users flocked to it during Twitter's decline. While it is still growing, it presents another opportunity to connect directly with your target audience. As a free platform with a substantial user base, it serves as an excellent additional source for driving traffic. The key takeaway is that the more platforms you utilize to engage with your users, the less dependent you become on Google.

Email Newsletter

Email newsletters are a classic channel for connecting directly with your target audience without relying on Google. Encourage your visitors to sign up for your newsletters and share valuable information regularly. This approach allows you to keep your content away from search engines and AI systems that scrape it for free without providing any compensation.

Events

Not all connections with your audience need to be made online. Consider conducting, participating in, or sponsoring events at any level—local, national, or international. These interactions allow for direct engagement with your audience. Even if your motivation isn’t purely profit-driven, voluntary actions can resonate deeply with your target audience. For example, offering assistance in the aftermath of a natural disaster can build trust and goodwill, spreading your message without the need for Google.

Facebook Group

Creating a Facebook Group can be an effective way to connect with your target audience. If you identify an opportunity to build an online community that revolves around your business and currently does not exist, seize the chance to create one. Facebook remains one of the most popular social networks, offering a diverse user base, so make the most of this platform.

Guest Blogging

Writing guest posts on other websites and platforms is another valuable strategy for reaching your target audience. This approach can be particularly effective if the sites you contribute to have a higher authority in Google's eyes than your own. Additionally, these platforms may have their own promotional methods to help amplify your content. So, do explore this channel.

Google Business Profile (GBP)

Formerly known as Google My Business (GMB), GBP is a vital source of traffic and one of the most widely used platforms for searching businesses on Google Maps. Best of all, it's free. If you operate a storefront or a service-based business, having a GBP is essential for driving traffic. Among Google's offerings, it ranks as the second-best source of traffic for businesses, following Google Search. In fact, some businesses rely solely on it for visibility, even without a dedicated website.

Instagram

If your content is visually appealing, in the form of photos and videos, leverage Instagram, which boasts over a billion users. This platform allows you to connect directly with your target audience, reducing your reliance on Google to surface your content in search results.

LinkedIn is the premier professional networking site in the world. If you work in consultancy or any professional field, create a profile and start publishing content to tap into its vast user base, bypassing Google in the process.

Quora

Until recently, Quora was also a preferred source of information for Google, often ranking above other websites in search results. While it seems, Google has started to push Quora down slightly in rankings, it still appears in the top 10 for many queries. Given its status as a favored source, it’s important to actively participate on Quora to increase the chances of your contributions appearing in search results.

At the beginning of this year, Google announced a partnership with Reddit, which has since become a favored source for search results. As a result, Reddit has emerged as a top contender for many queries, even when the information provided may not be the most useful. Given this shift, it’s essential to incorporate Reddit into your SEO strategy. If a subreddit related to your business doesn’t already exist, consider creating one to build a solid user base. If it does exist, actively participate in relevant subreddits by sharing valuable information. This engagement can help surface your contributions in search results.

Twitter

Twitter boasts one of the largest user bases among online platforms. If your target audience is active there, you should be too. With its new article posting feature (available through subscription), you can connect directly with your audience and followers, bypassing Google. This feature also limits Google’s ability to scrape your content.

YouTube

If you create video content, ensure you have a channel on YouTube and start publishing there, as Google tends to prioritize video results from its own platform. This not only helps you connect directly with your target audience but also enhances your visibility. Don’t forget to explore YouTube Shorts, which have gained significant popularity.

These are just a few ways to bypass Google and connect directly with your target audience. Additionally, explore all such platforms where your customers and clients are active the most.

You may also be interested in reading another blog about what type of content to post on social media.

As mentioned in the introduction, savvy SEOs have long advocated for investing beyond Google. I’d like to share some brilliant advice from Eric Ward, who highlighted this concept many years ago. Below is a screenshot from his website:

Eric Ward's quote about investing beyond Google.

Screenshot from Eric Ward's site.

Conclusion

A tweet by Sannidhi regarding Google's Search results.

A tweet by me on 01st Apr 2024.

As Google’s search results are deteriorating and becoming less rewarding in terms of ROI, it’s essential to recognize the disparity between our business goals and those of Google. As I highlighted earlier, partnerships with a select few content creators leave the rest with little chance of appearing at the top of the results, and even authoritative sites are struggling to maintain visibility. These are just a couple of scenarios. Think of the many cases like comparison sites, review sites, blogs about the best products or services and even entire niches being not able to get a reward from the most popular and trusted search engine of the world. Therefore, diversifying your investments beyond Google is not just advisable; it’s imperative for effectively reaching your target audience. Don’t rely solely on Google Search for traffic. Instead, proactively adapt your strategies to align with these changes, ensuring that you remain competitive and can connect with your audience through multiple channels.

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