Web dev at the end of the world, from Hveragerði, Iceland

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Independent publishers are struggling due to changes in Google's search algorithm, which now heavily relies on machine learning. This shift has resulted in decreased traffic for many sites, causing financial distress and even closures. The system seems to favor spam content and has become a complex, uncontrollable black box, even for Google's engineers, partly due to internal mass layoffs. Despite these issues, Google's monopoly status shields it from negative business outcomes.

The deterioration of Google

Google needs good competition to keep it honest and fair. It should never have been allowed to pay off the browser companies to default to the Google search.
It’s going to take a company like Apple or X who have both the money and market share to create a new search engine.
The massive amount of AI content currently being dumped on to the internet is going to hurt the search engines in the long run. They are going to harm their users trust and force them to other platforms or technologies.