Google Search changes devastate independent websites, traffic drops up to 86% since 2023
Independent website owners report massive traffic losses and potential bankruptcies as Google's search algorithm changes impact visibility.
Google's recent search algorithm changes have caused devastating impacts on independent websites, with some experiencing up to 86% traffic declines since September 2023. According to Ben Fox, founder of Shepherd.com, who published detailed findings on October 28, 2024, the search giant's algorithmic changes are threatening the survival of numerous independent web properties, affecting both content quality and search visibility.
According to Fox's data analysis, Shepherd.com's most popular section witnessed an 86% decline in Google traffic over the past 16 months. The affected content demonstrates strong user engagement metrics, with 60% of visitors reading 75% or more of the pages, and users spending an average of 5 minutes and 1 second per page.
A striking example involves content created by Kevin Miller, Executive Vice President of the Naval Aviation Museum and former U.S. Navy Fighter Pilot. His expert recommendations about Battle of Midway books, which previously ranked in the top three search results, now appear on the third page or have disappeared entirely from search results. Miller's content maintains impressive engagement metrics:
- 7 minutes and 16 seconds average time on page
- 55% of visitors read to the 75% mark or beyond
- 15% of visitors click through to explore recommended books
- 15% of visitors explore related topics within the platform
Lower quality content gaining prominence
According to Fox's analysis, Google now prioritizes less comprehensive content sources:
- Uncurated book lists
- Single-answer forum threads
- E-commerce pages with minimal information
- Outdated forum posts from 2010
- Generic retail links
Impact on the independent web ecosystem
According to Lars Lofgren, Chief Growth Officer and Co-Founder of Stone Press, the search engine's performance issues represent a clear turning point in Google's effectiveness. "It is completely clear to me that Google jumped the shark starting in Sept 2023. That's when I believe content quality, search intent, and user behavior, and rankings all disconnected," Lofgren stated in a LinkedIn post dated October 30, 2024.
The situation has only deteriorated since then. According to Lofgren, Google "doubled down on the insanity in Mar 2024 and have been floundering ever since." This timeline aligns with observations from other industry professionals and website owners who have documented similar patterns of decline.
Contributing Factors to Search Result Deterioration
Based on the documented timeline from industry experts:
- September 2023: Initial disconnection between content quality and rankings
- March 2024: Further deterioration of search result quality
- October 2024: Continued impact on independent publishers
The timing of these changes corresponds with several Google core updates, though none have successfully addressed the underlying issues affecting independent websites. The situation has created what Fox describes as a "shadow ban" effect, where even well-established websites struggle to maintain their previous visibility.
Key Facts
- Decline began approximately 16 months ago
- Multiple Google core updates have failed to resolve the issues
- Some websites report losing 95% or more of their traffic
- Some sites no longer rank for their own brand names
- Alternative search engines like DuckDuckGo and Bing continue to rank quality content appropriately
Proposed solutions and industry response
Fox suggests several potential solutions:
- Implementation of a partner program with embedded engagement tracking
- Enhanced Google Search Console transparency
- Improved communication about ranking factors
- Clear guidance for affected website owners
Key Statistics
- 86% traffic decline reported by Shepherd.com
- 60% of visitors read 75% of content
- 5+ minutes average time on page
- 12% click-through rate to additional resources
- 8% internal navigation to related content
- 95% traffic loss reported by some websites
- 7+ minutes average time on expert pages