AI, Search Technology, and Travel Creators

Last year, Google introduced what it termed “the helpful content update” (HCU). The goal was to address the issue of websites overly optimized for search engines, which often lacked authentic content created by real people sharing genuine experiences.

Many sites were essentially SEO farms producing low-quality content solely for search rankings and ad revenue. Therefore, Google aimed to prioritize “helpful content” from platforms like Reddit, where actual users offer firsthand accounts and insights. (At least, that was the rationale behind it.)

If you’ve used Google since last October, you’ve probably noticed these changes.

Personally, I find it frustrating. I have no interest in outdated forum threads from 2013. I don’t want to sift through years of comments and replies, many of which lack relevance. In my opinion, the HCU has significantly degraded Google’s search results. For instance, when I searched for gyms in Munich, instead of receiving a straightforward list of options, I was met with outdated Reddit threads.

While I believe Google might eventually reverse some of these changes—after all, they often adjust based on user feedback—too many users are voicing concerns about the declining quality of search results. I also think this marks a troubling trend for blogs, particularly those without a clear expert behind them, which were heavily impacted by the update.

As bloggers, we have always been at the mercy of algorithms, whether from social media or search engines. These recent changes from Google are among the most drastic I’ve seen in the sixteen years I’ve been online. My search traffic has dropped by 50%, and I consider myself fortunate compared to others whose traffic has plummeted to zero.

Many bloggers have abandoned their sites in search of “real” jobs. Only a few, like Rick Steves—who manages to drive traffic through a forum—are thriving under the new changes.

For the past couple of years, I’ve sensed the decline of the blogging era. Google has implemented updates that bury genuine content under ads, embedded widgets, and spam partnerships at the top of search results. Users are increasingly turning to social platforms for information; for example, TikTok’s search feature has become quite effective.

Moreover, while AI hasn’t fully matured yet, it’s making progress. Right now, it mainly produces generic and subpar content. I don’t think creators need to worry about AI just yet.

Nevertheless, the chief concern for creators is still search visibility.

Blogs were a crucial part of the Internet’s evolution following web forums and Geocities sites, but now many users are gravitating towards short-form video content. I don’t believe blogs will disappear entirely, but they won’t hold the influential role they once did. Google’s recent changes confirm this trend; if they continue to downgrade blog content, it will severely limit blogs’ visibility.

If you’re a blogger, it’s vital to diversify your efforts quickly. You can maintain your blog, but you’ll need to explore additional avenues for reaching audiences and generating income.

What else could you try? Podcasts? Videos? Social media? Hosting events? Starting a forum? (Although I must advise against forums—they’re challenging to manage. I ran one for a period and was relieved when we stopped.)

To succeed in this new landscape, you’ll need to establish a strong brand and personal presence on social media. An anonymous website won’t cut it anymore, and relying solely on affiliate and ad revenues is no longer feasible.

Even if Google decides to roll back some changes, the future looks uncertain.

I predict that many seasoned bloggers (those who have been in the game for over ten years) will pivot to other ventures. For instance, my friend Matt from Expert Vagabond has ventured into 360° video. As long as the revenue is there, bloggers will continue their craft. However, as traffic dwindles, many veteran bloggers might gradually start updating less frequently as they transition to new pursuits or enter a different phase of life as blogging’s prominence recedes. (That’s just my theory.)

I’m left wondering about Google’s future. If content production drops due to creators feeling their work won’t be seen, what will Google have left to showcase? What posts will their AI scrape?

I believe people will continue to write travel stories and share tips, but their focus will likely shift to other content types and pursuits. Blogs will become just one smaller aspect of the broader picture.

In the end, I think people will still reference blogs from familiar creators, and branded searches will become even more significant. After all, why sift through countless low-quality forum threads when you can visit a trusted blogger’s or creator’s website for information?

Or perhaps you may find yourself using Bing or DuckDuckGo more frequently. (Interestingly, we’ve experienced about a 40% increase in traffic from Bing recently.)

Ultimately, I don’t believe blogs will fade away completely. They will persist, similar to how guidebooks endure—still useful and utilized, but not as dominant as they used to be.