It’s been a turbulent stretch for Google. Concerns about declining search quality have been bubbling up since at least last fall’s Helpful Content Update, and documents from Google’s antitrust trial added fuel to the fire by suggesting that executives pushed to grow ad revenue and share price by increasing search queries—essentially, making it harder for users to get straight to what they need.
At the same time, well-known voices connecting Google and the SEO world, like Danny Sullivan and John Mueller, continue to say that Google’s priority is improving search results and helping people find better information, not worse.
From my experience in the newspaper industry, I don’t see these positions as mutually exclusive. Both can be true.
Just like Google, a newspaper has two core engines: one that creates something readers genuinely want, and one that sells ads. The newsroom works to uncover and explain the news, giving people what they need to know. But as subscription revenue shrinks and ad revenue becomes the main lifeline, it’s easy for the ad side to start driving decisions. When that happens, coverage tends to get shorter and more superficial, while more space and budget are devoted to advertising instead of reporting.
I don’t doubt that Google’s Search teams are genuinely focused on improving the SERPs and helping users find what they’re looking for. But Google is still a business, and it has to sustain itself. With AI development now front and center in its fight to maintain dominance, there’s a new layer of financial pressure in the mix as well—building and running large‑scale AI systems is expensive.
On top of that, we now have a major antitrust ruling against Google, and that’s likely to reshape the landscape in meaningful ways.
So where does all of this leave Google—and where does it leave us? One way to think about the future is as a two‑track path: one for today’s free, ad‑supported Google, and another for a more advanced, subscription‑driven tier of AI search, like what’s currently called Gemini Advanced.
Free vs. AI: The Roads Forward
Most people don’t love paying for something they can get for free. When news moved online, many readers lost interest in paying for newspaper subscriptions. The result has been the closure of many newsrooms, and among those that survived, the ones that managed to convince readers that their deeper coverage was worth an online subscription fee.
Similarly, you probably won’t find a crowds of people eager to pay specifically for “Google Search.” But what if the paid product isn’t just search as we know it, but the version we’ve long been promised: something that reliably surfaces exactly what you need, with minimal ads and noise? Google keeps saying that its goal is a more human‑centered search experience that helps people find genuinely helpful content.
Given the Justice Department’s ruling, it’s not hard to imagine a future where we effectively have two Googles: a free, ad‑funded search engine that looks a lot like the Google of a few years ago, and a subscription‑based, AI‑powered assistant—a kind of modern digital Jeeves—that guides you to high‑quality, user‑focused, trustworthy information.
If that’s the direction we’re heading, then success online will mean being discoverable in both worlds. We’ll need to optimize for the free search engine and for the more advanced AI‑driven tools that people will use alongside it.
SEO for Today and Tomorrow
What doesn’t change is the need to keep raising the quality bar for our content. We still have to focus on meeting user intent for the queries we hope to rank for. Google has repeated this message over and over and over again: fill your site with content designed to help real readers, not keyword‑stuffed fluff written purely for an algorithm.
That’s the kind of material Google says it wants to reward, and it’s also the kind of material AI systems are more likely to rely on and reference when building answers for users.
At the same time, it’s obvious that backlinks are very much alive. In fact, signals like backlinks, clicks, and Chrome data surfaced clearly in the May Google document leak, and Jim Boykin’s recent research shows that strong links remain one of the key levers if you want to rank in Google’s results.
There’s little reason to believe that would suddenly stop being true if search results become more separated from other products like Gemini and Chrome. Links are still how the web signals relationships and recommendations.
Put simply, both high‑quality on‑page content and off‑page signals are likely to remain essential to your visibility, regardless of whether users are relying on classic SERPs, AI answer boxes, or some combination of tools we haven’t fully seen yet. Making space for both in your strategy is likely to be the difference between a site that keeps performing and one that slowly fades.
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