this post was submitted on 17 Jan 2024
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The converse is that SEO spam has become better at the game than google, despite google's best efforts. It's a less comfortable thought because how could a bunch of unorganized distributed actors out compete the one of the world's richest company at their bread and butter game. The alternative is that one of the world's richest companies gave up playing their bread and butter game.
Search was never Google’s money maker, that was AdWords. Search was merely the tool they used to get users in the door and exposed to AdWords, where they made their money. AdWords raked in ~100M/day in the early 2010s iirc.
The SEO community is not disorganized, they have conferences, write books, communicate with each other and work together. It's a very organized community.
What's changed is a few years ago Google stopped engaging with that community and changed from a "how can we actually work together" to an adversarial relationship.
This article is actually a great read on the topic:
https://www.theverge.com/features/23931789/seo-search-engine-optimization-experts-google-results
Now that there's no dialogue, the spammers don't need to care about anything but increasing reach while not getting banned.
Just to add to that, on my main job as a web developer, we had contracted to an SEO company some years ago, and they were constantly in communication with Google. One of our web sites had done something Google didn't like in the past, and Google flagged that and it was killing its position in the search rankings. Google themselves won't tell you much more than that, but the SEO group was able to figure out what it was and get Google to give us a clean pass.
Used to be that way. Just from personal observation, I concur with the poster above that this relationship has broken down and it's worse for everyone.