Why Google is Lost in Its Own Rankings

 From Lists to Intelligent SERPs

For years, Google’s results and those of other search engines were just a simple list of links divided into pages. SEO experts used to joke: “What’s the best place to hide a body?”
You know the answer.

That joke doesn’t work anymore. Neither does the old SERP.
In 2025, search results have become a smart ecosystem powered by generative AI. Search is now more conversational, immersive, and multimodal than ever.

A single query can generate a true mix of information: an AI Overview, videos, local results such as Google Business Profiles, product feeds, forums, and related questions.

So does Google now show random content from over-optimized websites?
Spoiler alert: yes and no. It depends.

 SERP 3.0 : Opportunity or Threat?

For companies and brands, this shift is both a challenge and an opportunity for visibility. For users, it marks a turning point in the way they search and make decisions.

The real battle for brands is no longer about ranking number one in the minds of users but about becoming the favorite of AI-powered engines.
It’s not about being Position 1 anymore — it’s about being Response 1.

The Pros and Cons of SERP 3.0

SERP 3.0 isn’t good or bad. It simply reshuffles the deck.
There are winners who adapt and those who remain stuck in 2015.

The Pros 🚀

• Real-time relevance : generative models summarize fast and well. Users get clear answers without opening ten tabs. Useful for them, valuable for you — if your content feeds those answers.
• Formats aligned with user intent  : local, products, videos, PAA. The SERP now shows the right content at the right moment. By owning those blocks, you capture highly qualified micro-intents.
• A real boost for local and e-commerce players : optimizing your Google Business Profile and product data in Merchant Center maximizes your presence in transactional searches.
• Structured data and entities : with Schema.org, author profiles, and cited sources, your website becomes a trusted entity.

The Cons 🚧

• Zero-click reality : users get their answers directly from the SERP — fewer clicks, less traffic.
• Compressed SEO space: above the fold, everything is taken by ads, AI Overviews, or carousels. Traditional positions no longer reflect real visibility. What matters is your share of SERP.
• Data clarity: : GA4 and Search Console don’t tell the full story when no clicks are involved. You now need to track impressions, pixel visibility, and brand signals.
• Volatility : Google is constantly testing and changing its modules. Staying visible requires agility and a flexible SEO strategy.

GEO: The Natural Evolution of SEO

How do we prepare for the du GEO (Generative Engine Optimization) era?

How do we navigate all the AI noise without losing focus? Most marketers panic at every new Google announcement.

But the truth is, GEO isn’t a revolution. It’s a natural extension of SEO.
And no — SEO isn’t dead. It’s evolving.

With SERP 3.0, Google no longer just stacks links. It searches, aggregates, synthesizes, and contextualizes. (And yes, some Gen Z folks wish they had AI back in university.)
Sometimes, Google even ends the search before the first click.

The result? Organic space is shrinking, and competition is growing.

Concrètement : un vrai travail éditorial (angles clairs, preuves, sources) et une base technique solide (budget crawl maximisé, balisage sémantique, données structurées). L’enjeu est de devenir une référence de confiance dans un web où l’IA filtre l’accès à l’information.

The Key : Trust, Structure, and Experience

It’s all about strong editorial work: clear angles, solid proof, and credible sources.
And of course, a solid technical foundation: optimized crawl budget, semantic markup, and structured data.

The goal is to become a trusted reference in a web where AI decides what’s visible.

What’s Changing the Game in SEO?

Ranking high on the SERP no longer guarantees visibility if the user experience isn’t right. Google already includes user experience signals in its ranking criteria.
A slow-loading website drives visitors away, poor navigation kills exploration, and a non-mobile-friendly design reduces engagement. Accessibility through alt text, keyboard navigation, and color contrast is now a real differentiator.

What does that mean for you?

• Locally, it means strengthening your Google Business Profile with clear categories, relevant attributes, well-defined products or services, and actively managed reviews. The goal: more appearances, more qualified impressions, and more business.
• On the content side,UGC(User Generated Content) is on the rise again. Reddit, forums, reviews…

For your strategy, let the user’s voice live on your site. Add FAQs from real clients, long-term test results, social threads, and use cases. Show evidence such as screenshots, data, and quotes, and structure it properly so AI understands it. The message is clear: less polish, more real life. That’s what builds credibility in the AI-filtered SERP 3.0 world.

A More Human and Sustainable Visibility

Investing in user experience isn’t just a technical task — it’s a strategic move.
It builds satisfaction, trust, and sends the right signals to Google.
The brands that experiment, test, and innovate today will be the ones that capture attention and conversions tomorrow.

At Universem, we believe digital visibility is built step by step, by anticipating tomorrow’s behaviors — today.