Don’t rely on Google – the algorithms will kill you

Relying on Google as your primary lead generation source is very dangerous, to say the least. Sure, it’s great to be on page one, but it comes with dangers.

Google is forever changing and updating its ranking algorithm, which can play havoc on your rankings. If you’re a business that relies on Google for leads, you might be in trouble and have to rethink your marketing strategies.

Let me start by saying that as an SEO Expert, I absolutely love being on page 1 of Google, and for my business SEO Sydney Experts, we have been lucky enough to rank on page one for many years. Sure, there have been times when we have briefly slipped to page two, but overall, our rankings have been consistent at the mid to high page 1. Unfortunately, that isn’t good enough to make any type of impact, especially in the SEO space, and for most businesses, you have to be in either position # 1 or #2.

It really doesn’t matter what niche you’re in; mid-page 1 of Google doesn’t make the grade any more. Why do I hear you ask when all you hear is that the holy grail is to be on page 1? It’s because most people are now using a mobile phone to search, and I can tell from the businesses Google search console that most people are using a hand-held device when looking for a product to buy or a service. And what Google has done is put a whole bunch of obstacles and distractions between the top of the page and your mid-page Google rankings. Firstly, you get the sponsored or paid ads that occupy the top 4 positions, and Google is being very clever by disguising these ads to make them appear organic, thereby confusing the user into thinking these guys have ranked organically, which goes against Google’s whole ethos about displaying trusted and informative sites upfront. Then, they might display one or two organic results followed by a series of ‘people also search for’ that takes up a whole lot of room. There are some video results and social media videos, and before we get to the third or fourth results, the user is so confused as to where to click that they scroll back to the top and click the first paid ad.

Why does Google do this?

Let’s be upfront here and say from the get-go that Google is a massive business, and it’s answerable to its shareholders who demand healthy dividends. So, it’s Google’s job to make as much money as they can, and the best way to do this is to force people like you and me to pay to be up the top of page one. Sometimes, I don’t know why Google bothers to look at organic results. They should just make everything paid and end it there like we used to have to do with the Yellow Pages or other directories. You want to be up there, then pay for it. However, they cannot do this as Google is also a search engine, and people use it to look for information about travel, health, and other areas of life that don’t require competitive paid ads. So we are left with the reality that Google as a business can basically do what it wants and essentially frustrate the hell out of SEO companies like us who would like the tiniest bit of transparency and consistency without these monthly ranking algorithm changes that shuffle the rankings and put the fear of God into us.

Picture this scenario. You’ve been ranking consistently on page one, and they flick an algorithm, and you’re suddenly on page two or three, which can and does happen often. The ramifications for many business owners are dire and, in extreme cases, can cause businesses to shed staff, cut marketing budgets, cancel rental agreements or even go out of business. Google has all the power and holds all the cards for people who rely on it. As a business owner, you have little or no comeback and not a leg to stand on. It’s not a pretty picture, to say the least. But as I always tell my clients, to remain on page one, you have to do the right things for Google’s algorithms to place you above the competition, and these are valuable, informative content, excellent link-building practices, constantly updating your website with regular fresh new content, have strong graphics that encourage people to stay on your site and make it easy for them to navigate it ame an inquiry or buy a product. If you follow these simple rules, you should be fine. But, in today’s, myriad of online noise and distraction, especially on Google’s mobile renders, it’s virtually impossible to be noticed. There’s so much clutter and visual diversions that you (no matter how well you rank) are lost. That is unless you’re in position # 1 or 2, which can be impossible for some niches.

Why is it so difficult to stay on the top of Google’s search results?

The answer is simple and always goes back to Google’s core business of making money. The best way to do this is to change their ranking algorithms so that it’s almost impossible to be in the # 1 or # 2 spot. Algorithm changes are frequent and happen monthly, and there can be huge core updates that put a cat among the pigeons and flip rankings on its head. It doesn’t matter what you do or how good your SEO agency is; rankings will always fluctuate in the hope they exhaust you and break your spirit to a point where the only consistent solution is to say the hell with it, stuff organic rankings and let’s just refocus our budget towards paid ads on Google. Paid ads might seem like a viable option, but even paid ads have nuances, quirks and pain points that can leave you scratching your head in wonder, not to mention broke! And why do I say broke? It’s because Google favours the big end of town and makes it difficult for small and new businesses to get a foothold unless they have a backer with deep pockets or have a mindset for a hefty SEO and Adwords budget. By this, I mean big businesses with big SEO budgets can afford to pay for better backlinks, employ a big SEO agency and spend big time on AdWords to ensure they get the bulk of the search inquiries, leaving the breadcrumbs for the rest of us. And to make matters worse, if you are ranking well, then Google might change another weird algorithm and wreck all your hard work.

Where does it leave small businesses?

Costs with Google and SEO agencies are skyrocketing, and navigating Google’s shifting algorithms is a nightmare for small businesses. Let’s explain why it’s so hard for the small fry nowadays in 2025.

1) SEO costs can be huge. That’s right! If you want to implement a proper SEO campaign, you must pay for it. Gone are the days when agencies offered cheap as-chips SEO packages for $500 per month and guaranteed page 1 positions. The public has woken up to these dodgy tactics and is no longer fooled by these sales bait tactics. Now, if you want to rank and you want an SEO specialist like myself to dedicate his time, effort and technical SEO know-how ( yes, I’ve been doing this for nearly 20 years), then you have to pay for it. Costs can range from around $3000-$5000 per month, proving a stumbling block for many small entrepreneurs – especially start-ups. Having said that, I still have people calling me up and trying to bargain my SEO fees down to the $500 or $1000 mark per month in the desperate hope that I’ll take them on. Unfortunately, SEO Sydney Experts is not a charity (and I dearly wish I could help them ). Still, the cost of link building and the work, effort, and stress that go into any SEO campaign MUST be paid at a fair rate. And, if they can’t afford it, they shouldn’t even be dipping their toes in the SEO space.

2) It’s stacked against small businesses looking to go national. How will they compete against big businesses without huge AdWords and SEO spending? They simply cannot. Take a look at my business. I wish I could target Australia and rank for keywords like SEO Perth, but I’m realistic and will focus on my local city and go for SEO in Sydney.

3) SEO shocks claiming to be gurus, hawks or whatever online can play havoc with small businesses because they quote extremely low rates to get your business. Many people fall into these SEO traps, as small business owners with small budgets pay small fees, and in the end, they get what they pay for: absolute trash on and off-page SEO. The resulting rankings are no better than when they started or, in most cases, even worse.

Let’s get real here and say it: Google is king, and we must all be subservient to their draconian rules. The playing field is never even, and adding insult to injury, the goalposts are forever changing, shifting and working against you. The best you can do is abide by their rules and pray that the next algorithmic change doesn’t work against you.

What’s Google’s endgame?

In short, there is none because there is no end to Google. They dominate the online search landscape and will for the foreseeable future. But, you can expect that they will do what benefits their pockets and bottom line.

a) Google doesn’t make a cent of you for your organic rankings, hence their desire to push you into the paid ads mindset. It’s all about money, and if they can extract as much as they can from you, they will, which is why the CPC method (aka cost per click) is so competitive and expensive per lead.

b) Google wants to remain the most popular search engine in the world and keep this crown. Competition like Bing is not even close, and by continually refining its search algorithms and updating its public search results interface, Google will continue to be number one. I can’t remember when I looked at Bing, and I’ve never in my 20 years as an SEO consultant had a business ask me to get them on Bing.

c) Google likes to portray itself as only displaying the best and most trusted results, which is true in many cases. This is to satisfy regulatory bodies in the USA, which is how it maintains its monopoly status. It would be fantastic if one competitor could knock these guys off their perch. Unfortunately, Google has such a powerful reach that no one can come even close to them.

So, no, we have all this information about Google and why it’s so hard to break into their rankings and stay there comfortably so you can make solid plans for your business growth – what’s next?

There is a massive light at the end of the rainbow that’s so simple.

a) Diversify your lead generation strategies. As we have been doing for many years, don’t put all your marketing eggs in one basket. The internet has expanded with information and new platforms to sell your wares. Look at Facebook, start an Instagram or TikTok profile, and publish content. It’s not easy for many time-poor businesses, but these options can help you wean your business off the Google teet.

b) Look at SEO as a long-term strategy. Previously, you could rank your website quicker with lots of backlinks, but this is no longer the case. You have to plan a year or two now, look at building your website’s content and links slowly and gradually, and keep adding informative value to your site. In this way, you will see grassroots appearing after, say, 3 to 6 months, and in a year or a little more, if you are compliant, you’ll end up ranking. Now, I’m not saying for one minute that you’ll be right at the top of page 1 for all your keywords, but you will definitely see some results.

c) Be realistic about pricing and timing. I’ve blogged endlessly about cheap SEO packages and the damage they can do to your business. So, if you haven’t set aside a decent SEO budget, don’t do it. Forget about getting an SEO agency to work for you and invest the money in other areas like a social media partner or AdWords, which is money that is better spent. But if you are determined to go down the SEO path, don’t expect immediate miracles, as they don’t happen.

d) Have a crack at doing it yourself, SEO. While this may seem like a good idea, it’s fraught with issues. Do you know what’s involved with SEO, or do you think watching a few SEO videos on YouTube will help? IO strongly advises against DIY SEO, as it can lead to serious issues such as Google penalties, loss of website traffic and business, and damage to your online reputation and brand. However, if you have the technical know-how, go for it.

Final thoughts.

Does Google care about small businesses and their users? Yes and no. Google’s main goal is to get as much revenue as possible for its shareholders, which is expected, but in doing so, they have to push people to pay for ad space. They need to have organic rankings as people trust these businesses, but getting there is an epic struggle. To get traction on Google without DEEP pockets requires effort, time and a good understanding of Google’s algorithms. And, I can make an educated bet: 90% of businesses will have no idea about this, which opens the door for SEO agencies to step in. But at what cost and with no guaranteed results? Google isn’t there to make life simple for businesses but to line their pockets, which leaves you open to make the choice: move on and look for other options or be prepared for a rocky ride.