The new year is here, and it’s off to an interesting start. This week brings drastic changes that could possibly affect your business as well as new strategies to consider. With key updates from three of the world’s biggest tech companies, the first week of 2025 sets the tone for a challenging year ahead.

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1. Google’s Recent Search Changes Could Kill Your Website

Google’s recent search algorithm updates have devastated countless small websites while seemingly favouring large publishers. Sites like Retro Dodo and Travel Lemming have lost nearly all their traffic—up to 94%—while bigger platforms that allegedly used AI-generated content ironically saw better engagement rates.

While Google’s executives insist these changes are here to improve search quality, the reality for many independent publishers remains grim: layoffs, financial setbacks, and closures. For these content creators, navigating this new, indifferent algorithm feels like a losing battle for survival.

What this means for you:

It seems that in 2025, relying solely on search engine traffic is riskier than ever. Thus, it is essential to diversify your traffic sources and adapt new strategies to stay visible and relevant. Standards will evolve, whether you like it or not, so explore other channels and refine your content to meet them.

2. Apple Stays Out of the Search Engine Playing Field

On the other hand, Apple is steering clear of search engine drama. In a recent court filing, Apple SVP Eddie Cue firmly ruled out the possibility of the company launching its own search engine for the following reasons: it’s too expensive, too risky in the age of AI, and requires an incredible amount of workforce.

In other words, Apple is happy to innovate elsewhere but would rather keep its hands off the search business—a rare admission from a tech giant that usually jumps at the chance to compete wherever there’s an opportunity.

What this means for you:

Apple’s decision to not build a search engine highlights the difficulties of entering such a competitive and costly space. For marketers, it’s a reminder to weigh the risks and benefits of relying on traditional platforms, as new technologies like AI could quickly alter the landscape and bring unforeseen challenges.

3. Not a Happy New Year for Meta Advertisers

As if Google’s algorithm change is not damaging enough, Meta’s latest update is a tough blow for advertisers and small businesses.

Starting on January 31st, Meta will stop allowing detailed targeting exclusions in advertising campaigns. This means businesses will no longer be able to filter out audiences that are unlikely to convert in the first place. By the end of this month, existing campaigns using these exclusions will stop delivering.

Aside from the fact that this update will probably result in lower engagement and conversion rates, you can also expect higher advertising costs as targeting becomes less precise.

What this means for you:

This is difficult news for many of us. However, by diversifying your advertising beyond Meta—through SMS, email marketing, and other channels—you can regain control over your audience.

As we always say, a strategy built on the foundation of relevant content will help you forge deeper connections with your audience. After all, authentic relationships will always outweigh rapidly changing systems.

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