Google 1998 - 2011: "Let me crawl your site and if you make good content and get links I'll send you traffic and tell you what keyword users used to find you so you can adjust your content or write new stuff or even possibly change the user experience slightly (without violating my rules) based on it. Google 2011 - 2014: "Same as before but now i'm no longer going to send you keywords. How dare you! that is personal, private information and you should have never had it for the past 16-years! But if you really want it you can pay me for it on the DL. Also if you ever spun content so help me God I will rain down on you like the hammer of Thor!" Google 2014 - 2015: "Same as earlier but now I'm going to take some of your content and show it completely to users without your expressed consent or prior authorization, you'll lose some traffic but not much, don't whine you baby. What are you going to do, optimize for Bing?" Google 2015 - 2019: "Same as earlier but I'm trying to find new ways to take your traffic away from you. Here's a new thing called People Also Ask you can use it to answer questions, but it infinitely expands and my hope is users just keep using it until they find what they are looking for without clicking to your sites." Google 2019 - 2020: "Same as earlier but now I'm announcing updates with bland dumb names and trying to convince you that it's impossible to optimize for Google." Google 2020 - 2022: "Same as before but I have a new leader and he is going to make search results worse to push more ads (seriously, it's on record that is something we are actually doing). Users don't like me as much any more but they can get fucked, look at my stock price!" Google 2022 - 2024: "Hey we have this new things we call 'Artificial Intelligence' and we would like to do better because no one seems to like it. Also, completely and totally unrelated, we umm sort of decided to destroy small publishers with some carpet bombing type in several updates. There's nothing they can do either, we hate them for life. Still love you big publishers, but you've got to be this big to rank now. See ya!" Google 2025: "You must now let me crawl your site for free like always but now I can take whatever content I want, give it to my AI systems, and you need to let me rewrite or "spin" it as a content for my users to answer their questions and I'm not going to give you any data on how well or bad this is going, I won't send you as much traffic and can turn that off at will, I will give you some links but I'm wrong 60% of the time, and also will never pay you. Don't worry, to start off I'm only taking 25% of the webs traffic for myself. You don't deserve anything anyways if I don't recognize your brand. Don't even think about complaining either. Oh yeah, also I'm gonna trick people using my AI into clicking links that keep them in my AI like some infinite AI corn maze hotel California type shit, they can never leave and go to your sites that produced all this content I claim makes me intelligent. Soon there will be no internet, only Google, we just need to slowly squeeze more and more websites to death. Finally, then we will be able to merge your brain into our computers (seriously this is one of our Director of Engineering's goals)."