Zero-click searches: Google’s AI tools are the culmination of its hubris

Google's first year with AI search was a wild ride. It will get wilder.

May 20, 2025 - 15:30

Google is constantly making changes to its search rankings, but not all updates are equal. Every few months, the company bundles up changes into a larger "core update." These updates make rapid and profound changes to search, so website operators watch them closely.

The March 2024 update was unique. It was one of Google's largest core updates ever, and it took over a month to fully roll out. Nothing has felt quite the same since. Whether the update was good or bad depends on who you ask—and maybe who you are.

It's common for websites to see traffic changes after a core update, but the impact of the March 2024 update marked a seismic shift. Google says the update aimed to address spam and AI-generated content in a meaningful way. Still, many publishers say they saw clicks on legitimate sites evaporate, while others have had to cope with unprecedented volatility in their traffic. Because Google owns almost the entire search market, changes in its algorithm can move the Internet itself.

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