Google Algorithm Changes: Impact on Small Websites

Learn how Google’s recent algorithm changes have affected small websites like HouseFresh, and discover strategies they are using to adapt and thrive online.

By Nora Belle || Senior Author of ADM

4 min read || August 05, 2024

The Struggles of HouseFresh and Independent Websites

In March 2024, Gisele Navarro, co-founder of HouseFresh, faced a significant challenge as the Google Search traffic to her website suddenly vanished. HouseFresh, a site dedicated to evaluating and reviewing air purifiers, had enjoyed steady growth since its launch in 2020. The demand for air purification surged during the pandemic, allowing the business to expand to fifteen paid contributors at its peak. However, as Google Search traffic plummeted, the site’s revenue dwindled, leaving it able to support only one full-time employee. “We are living our lives like Google is gone for us,” Navarro remarked, highlighting the profound impact of Google’s recent algorithm changes.

In late 2023, Google implemented a series of algorithm updates, culminating in a “core update” in March 2024 that solidified these changes. This shift resulted in HouseFresh’s articles, once highly ranked in search results for air purifiers, being overshadowed by content from well-known publications like Better Homes and Gardens, People, and Architectural Digest. To Navarro, it appeared as if larger media companies were capitalizing on affiliate revenue without the specialized expertise her site provided, and Google seemed to be favoring them. Despite following Google’s guidelines for search engine optimization (SEO), which emphasize “experience, expertise, authoritativeness, and trustworthiness,” HouseFresh’s content no longer garnered the same visibility. “There are people who feel that Google is obfuscating the truth,” Navarro expressed, voicing frustration over what felt like a betrayal by the search giant.

In May 2024, the inner workings of Google Search were unexpectedly revealed through a leak of 2,500 pages of internal documentation. Uploaded to GitHub by an unknown source, the documents drew widespread attention when Erfan Azimi, an SEO consultant, shared them with Rand Fishkin, a prominent SEO expert. The leak, originating from Google Search’s API, provided a glimpse into the variables considered by Google’s search algorithm, though it stopped short of disclosing their exact weighting or ranking methodology.

Among the revelations was the apparent contradiction of Google’s previous claims. The documentation suggested that Google tracks user clicks not only on its core site but also on any page accessed through the Chrome browser. This disclosure fueled suspicions among SEO experts that Google might not be entirely transparent about its search practices. Additionally, the algorithm reportedly tagged personal sites or blogs as “smallPersonalSite,” leading some to speculate that these sites were down-ranked in favor of larger publications. Google’s spokesperson denied any negative targeting of small sites and cautioned that the leaked documents might contain outdated or incomplete information. However, the revelation that a company’s name recognition plays a dominant role in search rankings marked a significant shift. As Fishkin noted on his blog, “Google no longer rewards scrappy, clever, SEO-savvy operators who know all the right tricks. They reward established brands, search-measurable forms of popularity, and established domains that searchers already know and click.”

The challenges faced by HouseFresh are emblematic of broader trends in the search landscape. The decline of Google Search predates the recent algorithm changes, with an increasing prevalence of overly optimized, clickbait results and Google’s “Quick Answers” feature crowding out authoritative sites. While Google’s search engine promised to deliver the most “relevant results,” the manipulation of SEO practices has eroded its effectiveness. The distinction between “white hat” SEO, which adheres to creating valuable content, and “black hat” SEO, which employs formatting tricks to game search results, has blurred, leading to a collapse in the integrity of search rankings. Meanwhile, artificial intelligence threatens to upend the search model altogether. Google’s new Gemini products aim to answer queries within the browser, reducing the need to visit external websites, further impacting search traffic.

In response to these challenges, HouseFresh sought a dialogue with Google. The search team held a call with Navarro and the head of Retro Dodo, another indie site affected by SEO changes. Navarro conveyed the dire impact of algorithm changes on her site, hoping for understanding and adjustment. Although Google expressed a willingness to consider feedback from creators, no specific changes were promised. As a result, HouseFresh has been exploring alternative ways to reach its audience. Ironically, turning text reviews into videos and posting them on YouTube, also owned by Google, has proven effective. Additionally, Navarro collaborates with other independent websites to create DIY recommendations that bypass search engines, reminiscent of the early web’s blog rolls and directories.

Reflecting on Google’s founding mission “to organize the world’s information and make it universally accessible and useful,” Navarro questions whether the company still believes in that mission. As Google continues to evolve, prioritizing established brands and popular domains, independent websites like HouseFresh face an uncertain future. The breakdown in trust between web proprietors and the search engine poses a challenge to Google’s relevance. If independent creators can no longer rely on Google for traffic, and consumers doubt its ability to provide accurate answers, the once-dominant search engine may lose its standing as the ultimate source of information.

In a world where Google’s control over search traffic is unparalleled, HouseFresh’s journey serves as a reminder of the challenges and opportunities for independent websites. By embracing creativity, collaboration, and alternative channels, HouseFresh and other independent creators can continue to thrive, even as they navigate the complexities of a changing digital landscape.