#9 Google Is Not Your Friend (And Never Was)

First, they gave you rankings based on exact matches.
You burnt bridges with writers and editors to shove keywords into every nook and cranny.

Then, they introduced featured snippets.
You rewired your client’s content to fit their narrow demands.

Next, People Also Ask rolled out.
So, you forced headings where they didn’t belong—turning everything into a “why,” “how,” or “what” question.

They dangled FAQ rich results.
You know exactly what you did.

Finally, they flooded you with traffic.
So, you poured your client’s money into chasing the cheese—publishing, updating, tweaking.

Now look at you.
You’re in a codependent relationship.

What is codependency?

An emotional and behavioral condition where you depend on someone (or something) to the detriment of your own well-being.

In plain terms: relationship addiction.

Sound familiar?

If Google can yank your livelihood overnight, did you really have a business?
Did you even have a strategy?

Here’s the irony.

You’ve told business owners, “Build on your own land. Don’t rely on platforms.”

But the search results are Google’s land, not yours.

The truth hurts.

Google is not your friend.

Google is a profit-driven machine, designed to serve one master: shareholders.

Sure, individuals work there. You might call them friends or colleagues.
But Google the entity? Its only goal is growth.

The real problem?

When you view marketing through an SEO lens, you exclude the rest of the marketing mix.

That’s not marketing.
That’s tunnel vision.

SEO isn’t “free traffic.”

Let me say it louder for the people in the back:

Everything has a cost.

Your time? A cost.
SEO headcount? A cost.
Content creation? A cost.
Website maintenance? A cost.

This lie—that SEO traffic is free—has cost businesses billions in wasted dollars.

Wake up.

Stop playing Google’s game.
Start building a strategy that works for your business, not theirs.

The Path Forward: Reclaim Your Marketing Strategy

It’s time to step out of Google’s shadow and rejoin the full spectrum of Marketing.

SEO alone isn’t enough anymore—not for your clients, your employer, or your business.

Here’s what you need to do:

1. Get Skin in the Game
Put your money where it matters:

Meta ads
TikTok
YouTube Shorts
Even X (formerly Twitter)

Open your eyes and see the forest for the trees. Diversify your efforts.

2. Go Back to First Principles
Ask yourself:

What problem does your product, service, or non-profit solve?
Where does your audience spend their time online?
What sparks their curiosity?
How can you deliver entertainment or value that stays true to your brand?

3. Get Smart with Martech

Identify the tools needed to cookie and retarget your audience.
Build funnels that keep your brand top-of-mind at every touchpoint.

4. Master the Intent Journey

When does your audience need educational content?
How can you capture transactional intent and ensure you’re the first choice?

5. Plan for Results

How much will it cost to see material results?
How long will it take to scale your efforts and unlock more marketing spend?

Here’s the thing:

Google is just one tool. To truly serve your business, you need to look beyond SEO and embrace the broader marketing mix.