Search Engine Journal argues SEO alone no longer wins as Google favors audiences

Key points

• Author says Google's algorithm works as a trust proxy, and Search and Discover now feature creators, social profiles, Reddit and video.
• HouseFresh reportedly lost over 90% of Search traffic after the Helpful Content Update, falling from over 4,000 daily visitors to about 200.
• Per iPullRank's latest report, 52.3% of 18-24 searches end without a click, versus 42.7% for 55-64s.
• Author recommends measuring incremental uplift from campaigns, since last-click attribution favors SEO and ignores other channels.

Why it matters for marketers: Content teams should shift KPIs toward loyalty and engagement, and build creator and social presence rather than relying on search traffic alone.