The thesis that “SEO does not exist – Google likes chaos” is not popular because it contradicts the established belief in the value of organic positioning. In the world of online marketing, search engine optimization (SEO) has long been the foundation of strategies aimed at increasing online visibility. However, with the dynamic changes in Google’s algorithms and the growing emphasis on advertising profits, the effectiveness of traditional SEO is being questioned. Is it possible that SEO is ceasing to exist and that Google is deliberately introducing chaos to promote its advertising services?
Google’s Increasing Advertising Revenue
For years, Google has derived a significant portion of its revenue from advertising. It is estimated that as much as 97% of the company’s revenue comes from the Google Ads system (According to SMARTADS.PL). In 2021, Google Ads accounted for 29% of global online advertising expenditures, and this trend continues to grow. This demonstrates how crucial advertising revenue is for Google and how much emphasis it places on developing this segment.
The Declining Effectiveness of Traditional SEO
As Google intensifies its advertising activities, the effectiveness of traditional SEO methods is declining. Search engine algorithms are regularly modified, making it difficult to predict and adapt to new requirements. In 2024, numerous updates were introduced that affected positioning strategies, and the growing role of artificial intelligence further complicates the optimization process (source: ABOUT MARKETING).
User Preferences and Ads
Research shows that users are increasingly clicking on paid ads instead of organic results. According to a 2022 HubSpot report, as many as 63% of internet users admitted to clicking on a Google Ads advertisement (source: VIRTUAL SERVICES). Additionally, paid campaigns generate 65% of all clicks in Google search results. This suggests that users trust ads and are more likely to click on them, which may be due to their better visibility and attractiveness in search results.
Changes in Search Results Presentation
Google continually experiments with the layout and presentation of search results. The introduction of elements such as featured snippets, knowledge panels, and direct answers means that users receive answers to their queries without needing to click on any links. As a result, even if a page achieves a high position in organic results, it may not generate the expected traffic. In 2024, the problem of zero-click search deepened, where users find answers directly on the search engine page itself.
The Growing Importance of Google Ads
With the decreasing effectiveness of traditional SEO, more and more companies are choosing to invest in Google Ads. These ads provide immediate visibility and the ability to precisely target audiences. Moreover, research indicates that every dollar invested in a Google Ads campaign generates an average of eight dollars in profit. This makes advertising a more profitable solution for many businesses than long-term and uncertain SEO efforts.
Is Google Deliberately Creating Chaos?
Given these observations, the question arises: is Google deliberately complicating algorithms and introducing changes that reduce SEO effectiveness to push businesses toward paid advertising? While a definitive answer is difficult to ascertain, the fact remains that increasing advertising revenue is a priority for Google. Frequent changes in algorithms may discourage companies from relying solely on SEO and direct marketing budgets toward Google Ads.
SEO in the Era of Google’s Chaos
In light of the dynamic changes in Google’s ecosystem, traditional SEO is becoming increasingly unpredictable and less effective. The growing emphasis on advertising revenue and modifications in search result presentation suggest that Google may intentionally introduce elements of chaos to promote its advertising services. For businesses, this means the need for a flexible approach to marketing strategies and considering investments in paid campaigns to maintain competitiveness and online visibility.
SEO Does Not Exist – Google Likes Chaos
The thesis that “SEO does not exist, and Google likes chaos” is not popular because it contradicts the established belief in the value of organic positioning. Many companies, marketing agencies, and SEO specialists still believe that proper optimization can bring long-term benefits and free businesses from dependence on paid advertising. Moreover, the SEO industry is a massive market for services and tools that operate on the assumption that optimization still works.
Additionally, Google will never officially admit that it limits SEO effectiveness in favor of advertising because it would undermine its image as a provider of “the best and most relevant” search results. Thus, this thesis is often marginalized or treated as a conspiracy theory, even though data and statistics show an increasing influence of advertising on search engine functionality.
What Can Be Done? Alternatives and Strategies
Since traditional SEO is losing its effectiveness and Google is increasingly promoting paid advertisements, companies must adapt their marketing strategies. Here are some alternatives and ways to navigate the new reality:
Invest in Google Ads Wisely.
Since Google is directing traffic toward ads, it is worth leveraging this to your advantage. Well-optimized Google Ads campaigns can deliver immediate results and allow for precisely targeted audience reach. However, it is crucial to track ROI (return on investment) and avoid wasting budgets on ineffective ads.
SEO in a New Form – Optimization for Users, Not Algorithms.
Instead of focusing solely on traditional SEO techniques, it is worth prioritizing content optimization for users—improving quality, interactivity, and engaging formats such as videos, podcasts, or interactive infographics. Google favors content that captures attention and generates engagement.
Building a Strong Brand and Community.
Instead of relying solely on Google traffic, investing in brand recognition is essential. A strong brand attracts loyal customers who return without needing to search on Google. This can be achieved through:
- Social media activity,
- Email marketing,
- Valuable content marketing (blogs, webinars, newsletters),
- Creating a community around the brand (Facebook groups, Discord, LinkedIn).
Diversifying Traffic Sources.
Relying only on Google is a risky strategy. It is worth acquiring traffic from other channels:
- Social Media – TikTok, YouTube, Instagram, LinkedIn, or Facebook can be excellent sources of traffic and sales.
- Marketplaces – Amazon, Allegro, Etsy, and other platforms often generate more revenue than a standalone website.
- Direct Traffic – Building a loyal customer base that directly visits the site is one of the best ways to reduce dependency on Google.
Better Analytics and Testing New Strategies.
Companies that regularly analyze their data can adapt to changes more quickly. It is worth investing in:
- Advanced analytics (Google Analytics 4, Hotjar, Ahrefs, Semrush),
- A/B testing on websites and advertising campaigns,
- Monitoring trends and Google algorithms to respond quickly to changes.
SEO Beyond Google – Optimization for Other Search Engines.
Google is not the only search engine. More users are turning to Bing, DuckDuckGo, or searching through social media (e.g., TikTok, YouTube, Pinterest). Optimizing for these platforms can provide a competitive advantage.
Conclusion
Instead of fighting Google and trying to keep up with its constantly changing algorithms, it is better to focus on diversifying traffic sources, building a strong brand, and investing in paid campaigns where it makes sense. In the new era of Google chaos, those who act flexibly and utilize multiple marketing channels simultaneously will be the ones who succeed.
SEO in a New Form – Optimization for Users
Google has always claimed that users and their experience are the top priority. However, in practice, things look a bit different. For years, SEO has been based on analyzing and “hacking” algorithms – from keyword stuffing in the 2000s to large-scale link building and today’s more subtle optimization techniques.
Google officially promotes the idea of “putting the user first,” but at the same time, it introduces changes that contradict this principle:
- More ads on the first page of results – organic results are pushed further down, forcing users to scroll to find them.
- Zero-click search – Google increasingly displays answers directly in the search engine, reducing traffic to websites.
- Unpredictable algorithms – constant changes cause many businesses to lose traffic, even when they provide valuable content.
In reality, Google balances between what it officially declares and what generates the highest profit. Today, optimizing for the user is more of a necessity than a choice—not because Google wants it, but because without genuine user engagement, it’s difficult to stand out in an increasingly commercialized search ecosystem.
Not Algorithms Traditional SEO focused primarily on manipulating Google’s algorithms – using the right keywords, link building, technical optimization, and other techniques aimed at “pleasing” the search engine. However, in today’s reality, where Google constantly changes its algorithms and promotes its own advertising solutions, the effectiveness of these methods is decreasing. Therefore, modern SEO must focus primarily on optimizing for the user, meaning providing valuable content and excellent on-site experiences.
1. Valuable and Engaging Content as the Foundation of SEO.
Google increasingly rewards content that genuinely solves users’ problems and provides them with value. This means that the key aspects are:
- In-depth and expert articles – Instead of short texts stuffed with keywords, it is better to create long, well-researched content that thoroughly covers the topic.
- Formatting and readability – Short paragraphs, headers, lists, bullet points, and highlights help users find information more quickly.
- Variety of formats – Text alone is not enough. It is worth enriching content with videos, infographics, interactive quizzes, or podcasts that increase engagement and time spent on the page.
- Storytelling and personalization – People are more likely to engage with content that tells stories and relates to their real problems.
Example: A company blog that provides practical tips, case studies, and real solutions to users’ problems has a greater chance of engagement and shares than a typical SEO text written “for the algorithm.”
2. User Experience (UX) as an SEO Factor.
Google increasingly evaluates the quality of a website not only in terms of content but also in terms of user experience (UX). What does this mean in practice?
- Page loading speed – The faster the site loads, the greater the chance that users will stay on it. Google rewards fast pages (Web Core Vitals).
- Mobile-friendly design – Most traffic comes from mobile devices, so websites should be fully responsive and well-optimized for smartphones.
- Easy navigation – Intuitive menus, clear CTAs (calls to action), and a logical structure help users find what they are looking for.
- No annoying elements – Aggressive pop-ups, excessive ads, or hard-to-close banners can cause users to leave quickly (and Google notices this!).
Example: An e-commerce website with intuitive navigation, a fast checkout process, and an optimized mobile version has a better chance of ranking high than competitors with outdated UX.
3. Session Length and Interactions as a New Ranking Factor.
Google increasingly analyzes user behavior on a website – how long they stay, whether they click on other subpages, and whether they return to search results (so-called pogo-sticking). This means that the more engaging the content and the longer users stay on the site, the higher the chances of ranking well in Google.
How to increase engagement?
- Videos and multimedia – Embedding videos on a site can increase time spent on it by up to 80%.
- Interactive content – Quizzes, calculators, and interactive infographics attract attention.
- Calls to action (CTAs) – Encouraging comments, shares, and navigation to other pages.
Example: A cooking blog that, in addition to recipes, includes interactive ingredient calculators, video tutorials, and a comment section with user advice may achieve better results than a traditional page with just a text-based recipe.
4. Building Loyalty and a Community Around Your Brand.
Google increasingly values authority and trust, and brands that build a community and have loyal users may achieve better search rankings. How can this be done?
- Regular interaction with the audience – Responding to comments, being active on social media.
- Email marketing and newsletters – Instead of relying solely on Google, it is worth creating a base of loyal subscribers.
- Establishing an expert brand – Publishing expert articles, podcasts, interviews, or market analyses can help gain greater authority.
Example: A tech website that builds a community around its brand, hosts webinars, and has an active discussion forum will have an advantage over competitors relying solely on Google traffic.
Summary
SEO for Users, Not Algorithms – Google is no longer a “predictable” tool for ranking websites and increasingly rewards real user engagement. This means that:
- Content must be valuable, engaging, and tailored to real user needs.
- UX, speed, and mobile-friendliness are crucial for search rankings.
- Building a loyal community is more important than artificial SEO tricks.
In the new reality, it is no longer about simply “tricking” the algorithm – what matters is whether the user truly benefits from your site and whether they want to return.
What About SEO Tools? Useful, but Not a Magic Solution.
SEO tools like Yoast SEO, Rank Math (for WordPress), Ahrefs, Semrush, Moz, and Surfer SEO remain popular, but their effectiveness is debatable given Google’s constantly evolving policies. While these tools assist with technical optimization, they can also create a false sense of control over rankings, leading to confusion.
How Do These Tools Help?
- Technical optimization – they help improve on-page elements such as meta descriptions, headings, link structure, page speed, etc.
- Keyword analysis – they provide data on phrase popularity, competitiveness, and ranking potential.
- Competitor analysis – they allow users to analyze what content performs well for competitors and how to optimize their own.
- Link building – they assist in analyzing backlink profiles and finding opportunities to build domain authority.
Do They Mislead Users?
- No guarantee of success – even perfect optimization in Yoast SEO or Surfer SEO doesn’t guarantee a high ranking, as Google considers many other factors.
- Outdated practices – some tools still emphasize outdated tactics, such as excessive keyword density, which can be harmful (Google evaluates context rather than keyword repetition).
- Illusion of “SEO control” – even the best practices won’t help if Google decides to prioritize ads or its own services over organic results.
Do They Create Confusion?
- Conflicting recommendations – for example, Surfer SEO may suggest long-form content with a specific number of keywords, while Ahrefs focuses on backlinks.
- Over-reliance on metrics – a high “SEO Score” in Yoast SEO doesn’t necessarily mean a page will rank well, as Google considers other factors (UX, user intent, E-E-A-T, etc.).
- Optimization obsession – many marketers get fixated on improving SEO “scores” instead of focusing on what truly engages users.
Key Takeaways
- SEO tools are useful, but not a one-size-fits-all solution. They help with technical optimization and analysis, but they cannot guarantee success because Google operates on its own terms.
- The best approach combines technical SEO with real marketing efforts and user value. SEO tools should support this process, not dictate the entire strategy.
- Google thrives on unpredictability. Blindly relying on SEO tools can be a trap—it’s better to focus on diverse traffic sources and high-quality content instead of obsessing over algorithm-driven metrics
Why Well-Optimized Websites Sometimes Lose in Google Rankings?
There are many cases where a well-optimized website loses to a less optimized one in Google search results. Several factors contribute to this:
1. Google Prioritizes Authority Over Perfect Optimization
Google increasingly emphasizes E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)—meaning that experience, authority, and credibility matter more than just technical SEO. Even if a site is perfectly optimized, it may lose to a competitor with higher authority (e.g., from a reputable source or frequently cited).
Example: A website has a perfectly optimized health article but loses to a technically weaker article from a government or medical portal with higher authority.
2. Frequent Google Algorithm Updates
Google frequently updates its algorithm, sometimes favoring different types of content. A site optimized for an older algorithm may drop in rankings after an update, while a less optimized one might rise.
Example: After the Google Helpful Content Update (2022), many “SEO-friendly” websites lost rankings, while sites with more natural, less over-optimized content gained visibility.
3. Google May Favor Its Own Products
Google often promotes its own services, such as Google Shopping, YouTube, or featured snippets. As a result, even a well-optimized website may drop in rankings if users find answers directly in search results.
Example: A perfectly SEO-optimized e-commerce store loses traffic to less optimized competitors because Google prioritizes its own Google Shopping results.
4. User Behavior Signals Matter
Google analyzes user engagement metrics like time on page, bounce rate, and interactions. If users leave a site quickly despite its strong SEO, rankings may drop.
Example: A site has great SEO but is filled with pop-ups and intrusive ads. Users leave immediately, causing Google to lower its ranking in favor of a more user-friendly page.
5. Backlinks & External Signals
A technically flawless site can still lose if it lacks a strong backlink profile. Websites with more high-quality backlinks often outrank better-optimized competitors.
Example: A blog with a well-optimized article but no backlinks loses to a less optimized competitor with several strong links from major websites.
Key Takeaways: Perfect SEO ≠ Guaranteed Success
- Google doesn’t just reward technical optimization – it considers authority, user experience, and engagement.
- A site can be optimized for keywords and UX, but if it lacks credibility or users don’t like it, it will drop in rankings.
- SEO is more than just algorithms – it’s about marketing, backlinks, and real audience engagement.
The lesson? Focus on creating valuable content for users rather than obsessing over technical SEO metrics.
Does Google Favor Its Own Products?
Yes, Google has been prioritizing its own services at the expense of organic search results for years, leading to increasing market monopolization. Here are some ways Google leverages its dominance:
1. “Zero-Click Search” – Answers Without Clicking
Google increasingly displays answers directly in search results, meaning users don’t need to visit any website to get information. Effect: A decline in traffic for websites that traditionally ranked high. Examples:
- Search “weather NY” → You get the forecast directly in Google, bypassing weather websites.
- Search “EURO exchange rate” → Google shows the result at the top, reducing traffic to financial sites.
- Search “pancake recipe” → Displays recipe snippets, so users don’t need to visit any page.
According to SparkToro (2022), 65% of Google searches end without a click, meaning Google itself absorbs most of the traffic.
2. Google Promotes Its Own Services
Google increasingly prioritizes its own products in search results, pushing competitor websites lower. Examples:
- Google Shopping → When searching for a product, Google first displays Google Shopping ads instead of organic e-commerce results.
- YouTube → YouTube videos have a higher priority in search results than those from competitors like Vimeo or Dailymotion.
- Google Flights → Google’s flight search tool appears above results from Skyscanner or Kayak.
- Google Maps → Businesses must fight for visibility in Google Maps, as Google My Business results rank higher than traditional local business websites.
Effect: Google gradually takes over traffic that used to go to business websites, blogs, and comparison sites.
3. Google Ads – Paid Results Over Organic Search
Google continuously increases the number of ads in search results. Many queries (e.g., “life insurance,” “online courses”) show multiple ad results before any organic listings. Why is this a problem?
- Harder to get organic traffic – Users mostly see ads and Google-owned content.
- High ad costs – Businesses that don’t pay for Google Ads are at a disadvantage.
Is Google Becoming a Monopoly?
Google is already a practical monopoly – in 2024, it controls over 90% of the global search market. Competing search engines like Bing and DuckDuckGo hold only a small share.
Possible Future Consequences:
- Websites could become obsolete – If Google absorbs most of the traffic, businesses will be forced to pay for ads or appear in Google services.
- Less content diversity – If Google promotes only its own sources, users will see fewer independent sites.
- Challenges for small businesses – Local businesses may have to rely on Google Ads and Google My Business instead of their own websites.
Is This the End of Websites?
Not yet, but traditional SEO is becoming less effective, and Google is forcing businesses to invest in ads and new content formats (YouTube, Google Discover, etc.).
How to Compete? Alternatives to Google’s Dominance
- Build a brand outside Google – Use social media, newsletters, podcasts, and other channels.
- Leverage AI and interactive content – Use chatbots, mobile apps, and video content.
- Diversify traffic sources – Don’t rely solely on Google. Invest in Bing, DuckDuckGo, social media, and other platforms.
- Optimize for users, not just algorithms – Google’s rules change, but a loyal audience will always find your site.
Google is monopolizing search, but businesses can still build an independent online presence. The key is not to rely solely on SEO and Google Ads for traffic.
