After 25 years of searching, Google is changing gears from giving customers a search engine to giving customers an AI, instead. While for Google it sounds enticing, and for consumers it might sound intriguing, for businesses, big and small, this is ringing alarm bells. In one fell swoop, everything is going to change, and Ian Buck, Sutherland Weston's Podcast and Content Production Coordinator, is here to guide you through the twilight zone which is The Google Zero Effect.

What You'll Learn

• As Google replaces its link directories with further and further AI tools, it keeps searchers on its website- and away from other websites. By hiding and summarizing the content of links, the searcher is disincentivised from looking at the original pages.
• This means that businesses that rely on clickthrough rates, even huge ones, will be negatively affected by Google's radical change in system. Small businesses will face the brunt of these effects.
• In the end, businesses will have to work twice as hard to receive results. Though alternatives to Google exist, they might not be able to replace the monumental brand.

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