Picture this: you’re strolling down the high street, and you spot your go-to shop. But instead of the usual enticing window display, it’s like someone’s raided the rubbish bin and chucked it all in the window. The shop you used to love suddenly looks like a jumble sale reject. What’s going on? Have they lost the plot or are they just having a laugh?

Well, welcome to the wild world of Google search results in 2025.

The Proof Is in the Pudding (And the Leaked Documents)

According to a recent WalletHub report, Google’s search quality has been going seriously downhill. We’re talking:

Unhelpful forums from 2013
Big brands dominating results for things they barely even do
‘Recommended’ products that are pure advertising pages

But there’s a train of thought that says this might not just be a case of Google’s algorithms having a bad day. The evidence suggests this could all be part of a sneaky plan to boost their bottom line.

WalletHub’s research found that only a measly 36% of Google searches in the US actually end up on non-Google sites. The rest? Stuck in the Google-verse, where ads are king and organic results are getting harder and harder to find.

And if you think that’s just a coincidence, think again. Internal documents from Google’s antitrust case show they’ve known for years that lower quality search results wouldn’t actually hurt their business. Handy when you’re a monopoly, eh?

What This Means for B2B

So, what does all this mean for B2B websites? Well, a few things:

Your Content Is Up Against Some Stiff Competition

Even if you’ve got the freshest, most insightful blog post on the block, you could still be outranked by a Reddit thread from 2015. Big brands are elbowing their way to the top of the results, even for stuff that’s way out of their wheelhouse.

‘Recommended’ Products Might Not Be What’s Best for Your Customers

If Google’s pushing stuff that lines their pockets but empties your customers’, that’s a problem. Those ‘best of’ lists might not be quite as impartial as they seem.

Organic Traffic Might Take a Hit

With Google making it harder to find non-Google sites, your organic traffic could start to dip. But don’t panic – there are ways to fight back.

Fight! Fight! Fight!

First of all, remember this – SEO is always changing. What works today might be old news tomorrow. Knee-jerk reactions aren’t going to do you any favours.

Google’s still the biggest game in town when it comes to organic traffic. And with the right approach, you can still make it work for your business:

Focus on creating genuinely helpful content. Stuff that answers your audience’s questions and solves their problems.
Build your authority with guest posts and collaborations. Get your name out there on other reputable sites.
Don’t put all your eggs in the Google basket. Explore other channels like social media, email marketing, and even (deep breath…) offline networking.
Keep a close eye on your analytics. If you spot a dip in organic traffic, dig into the data and adjust your strategy accordingly.

Is It Deliberate?

So, is Google deliberately tanking search results to boost their profits? The jury’s still out. But one thing’s for sure – as a B2B business, you can’t afford to just sit back and hope for the best.

Stay agile, stay focused on your audience, and don’t be afraid to try new things. The Google gods might be fickle, but with the right approach, you can still come out on top.

Need Help?

If you’re feeling a bit lost in the search wilderness, don’t worry – you’re not alone. That’s where I come in.

I’ve been helping B2B businesses like yours beat the Google game for as long as Google has existed. I know how to create content that ranks, build backlinks that matter, and keep your organic traffic flowing – no matter what curveballs the search giants throw at us.

Book a call with me today and let’s make sure your business is ready for whatever the future of search holds.

And if all else fails, just remember: at least you’re not relying on Bing.