Sorry, Google doesn’t want to send search traffic to you.

“Broadly, I believe the narrative for web marketers is clear. The largest source of traffic on the web — free and paid — is becoming a walled garden, intent on not only keeping people on its own properties, but competing directly with those that helped it become a dominant, monopoly power.

If you’re a marketer or a business that relies on Google, there’s still tons of opportunity left (at least in most sectors; sorry Expedia, Yelp, TripAdvisor, and anyone trying to compete against YouTube). But to stay ahead, you need plans for how to diversify your traffic sources, how to grow branded demand outside of search, and how to earn value from zero-click searches. Like global warming, it’s the inevitable future whether we like it or not.”

Google in 2020 (SparkToro)

Google’s been making these moves for a while but it’s more blatant than ever.

I’m not angry at Google about any of this. They have a right to do what they want with their platform. And I’m sure it really does create a better experience for average Google users.

So, as marketers, we need to adjust accordingly.

Free traffic from Google was never going to last. They’re the 21st century equivalent of a 20th century broadcaster or publisher. They own the attention. Advertisers pay to get a small piece of it.

This is another one of the reasons that I’m bullish on community, newsletters, original content, et al. Brands need to start producing things worth subscribing to, joining, and sharing with others.