Google Clickless Search Reality11 Jun 2025 12:52
Was reading the Zues piece about TIG Search division: "However, the company has taken action and accelerated its transition away from AFD and towards Related Search On Content (RSOC) and now sees profits returning to growth in 2026. In contrast, the market appears to be discounting this recovery."
But I don't see how RSOC is going to be successful here either. Google has completely disabled AFD's now but with Google rolling out their "AI Overview" panel on all queries and questions and the move to "clickless search" RSOC is going to be heavily negatively effected.
Google is shifting from being a search engine to an answer engine and in this, destroys TIG's Search business model.
"As publishers witness drops in traffic with limited compensation for their content, CTR and impression metrics may no longer be reliable key performance indicators. Instead, a larger focus is being put on direct partnerships, brand building, referrals and website trustworthiness. Email marketing and social channels like Reddit (RDDT) and Instagram (META) are also playing a bigger part, as well as pivoting to video via platforms like YouTube (NASDAQ:GOOGL) and TikTok (BDNCE). Elsewhere, the developments are changing the world of SEO and PPC. Strategies that once focused on keyword placement and backlink acquisition are now being optimized for schema markup and content that can be captured in AI/LLM sources or featured snippets."
RSOC is none of the above, its going to get less organic clicks as users get answers without clicking the related ads below. Google is also introducing quality requirements scanned by its AI engine so if RSOC pages host low‑value or AI-generated fluff, Google’s quality filters could suppress them entirely. This unironically will badly effect TIG since a lot of their domains is literally fluff. So we have a situation where they are claiming RSOC is the solution but in reality it will struggle now unless they close search or pivot their strategy entirely, yes its better 0 revenue under AFD but its not a solution like they are claiming.