Mojo
Google Is Killing Us (& Other Independent Sites)
In the sprawling ecosystem of the internet, independent websites have long served as vital voices, offering unique perspectives, niche content, and a sense of digital authenticity often missing from corporate media. Recently, a growing number of these sites have been sounding the alarm: Google, once the great equalizer of the web, is now becoming its gatekeeper, and in the process, it’s strangling the lifeblood of independent content creators.
Video Credits To: https://www.youtube.com/@RetroDodo
The Algorithmic Apocalypse
At the heart of the issue is Google’s ever-evolving search algorithm. Intended to improve user experience by delivering high-quality, relevant results, each algorithm update now carries the power to either catapult a site to digital fame or banish it into oblivion. For smaller sites without massive SEO teams or brand recognition, a sudden drop in rankings can be catastrophic.
The latest updates, rolled out quietly as always, have had devastating effects on independent publishers. Sites that previously thrived on organic search traffic are seeing drops as steep as 80–90%. The result? Crashing ad revenue, shrinking audiences, and a growing sense of hopelessness.
Unlike large corporations with diversified revenue streams and SEO professionals, independent sites often rely heavily on the traffic that Google delivers. When that lifeline is severed, there’s little to no warning—just a slow fade into digital obscurity.
Playing By the Rules—And Still Losing
One of the most frustrating parts of the current situation is that many of these sites have done everything “right.” They’ve followed Google’s guidelines, avoided clickbait, produced original content, and steered clear of shady SEO practices. Yet, they’re still getting buried beneath a mountain of corporate content, AI-generated answers, and “authority sites” that dominate the search results.
Independent publishers now find themselves competing not only against each other but also against Google’s own products, like featured snippets, AI overviews, and knowledge panels. These features often provide answers directly on the search results page, reducing the need for users to click through to any website, especially those that aren’t from well-known brands.
The irony is thick: Google once rose to power by leveling the playing field. Now, it’s tipping the scales in favor of those who already have power, money, and visibility.
The Disappearing Middle Class of the Internet
What we’re witnessing is the slow erosion of the internet’s middle class. The digital landscape is increasingly divided into mega-corporations with deep pockets and small hobbyists who publish content for fun or passion. The sustainable middle—those who run independent websites as a livelihood—is vanishing.
These aren’t just tech-savvy bloggers working from basements. Many are journalists, educators, researchers, and subject matter experts who’ve built trustworthy, valuable platforms. They serve niche communities, offer unique insights, and often cover topics that more prominent publications overlook. Without them, the internet would have become flatter, more homogenised, and less reflective of the diversity that made it great in the first place.
Google’s Prioritization Problem
A key issue is how Google now defines quality and authority. Instead of judging content solely by its value or accuracy, the algorithm heavily favors “trust signals” like brand recognition, backlinks, and domain authority—factors that naturally benefit more significant, older sites.
This often leads to a situation where an independent site, even one that provides more relevant or timely information, gets outranked by a legacy outlet simply because it’s better known. In the eyes of the algorithm, popularity becomes a proxy for quality, and in doing so, Google shifts from being a discovery tool to a popularity contest.
This isn’t just a problem for publishers—it’s a problem for users too. When the search engine funnels traffic primarily to the top 1% of sites, it limits the diversity of information, opinion, and expertise that users are exposed to. It flattens complexity in favor of consensus.
The Rise of AI and the Death of Clicks
Another factor squeezing out independent sites is the rise of AI-powered search results. Google’s recent integration of generative AI directly into search results has significant implications for content visibility. AI summaries often pull from a range of sources without attribution or the need for a user to click a link. This zero-click environment drastically reduces traffic to sources.
For smaller publishers who rely on every visit to sustain their operations, this trend could be fatal. They’re essentially being mined for data without being compensated, feeding a system that gives them less and less in return.
Trying to Survive
Many independent websites are trying to diversify and adapt to this change. Some are turning to newsletters, and others are leaning toward social media or video platforms. A few are exploring paywalls or direct support from readers through platforms like Patreon.
But these options aren’t viable for everyone. They require different skill sets, new platforms, and audiences willing to follow and support in more active ways. Building an audience outside of Google is possible—but it’s slow, complex, and uncertain.
Meanwhile, the immediate loss of search traffic can spell the end for sites that don’t have the time or resources to pivot. This slow squeeze is effectively pricing out smaller voices from the open web.
What’s at Stake
The bigger picture here is more than just declining traffic stats. It’s about the kind of internet we want to live in. Do we want a web dominated by a few mega-publishers and AI tools regurgitating sanitised summaries? Or do we want a vibrant, messy, diverse internet where new voices can emerge and thrive?
The current trajectory threatens that ideal. When Google systematically downranks small publishers, it chips away at the foundation of digital independence and media pluralism. It narrows the range of perspectives, stifles innovation, and concentrates influence in the hands of the few.
And it’s doing so mainly in the shadows. There’s no public debate, no appeals process, no democratic oversight. Just a company tweaking its code—and reshaping the future of information with every line.
Conclusion
Google’s power over the web is immense, and its impact on independent websites is undeniable. For those who’ve spent years building communities, curating knowledge, and delivering value, the latest algorithmic shifts feel less like progress and more like punishment.
Suppose we want an internet where independent creators can still thrive. In that case, we need to start asking hard questions about who controls visibility, how algorithms shape truth, and what kind of digital ecosystem we’re allowing to evolve.
Because if things continue down this path, we may wake up one day and find that the vibrant, open web we once loved has been quietly replaced, optimised, monetised, and homogenised until it’s no longer recognisable.
