The Near Impossible Challenge: Google’s Page One Organic Search Results

For years, businesses and marketers have strived to achieve the coveted top organic rankings on Google’s search engine results pages (SERP). If you are not familiar with the term “organic search result” or “organic ranking” these are the non-paid, non-advertising listing of websites that the Google search algorithm scores the highest based on the website’s content, several on-site technical factors, and other off-site measures.

However, the landscape is continuing to change, making it increasingly difficult—if not nearly impossible—to achieve a page-one organic listing. In the past five years, several major shifts have contributed to this challenge, fundamentally altering how users interact with search results.

So you ask, “what’s the reason for this?” The simple answer is, “follow the money”. Google is continually introducing new ways of monetizing search and stacking things in its own favor. After all, Google is a business - a quite large, global business that answers to its investors, shareholders, board of directors, and a multitude of stakeholders. So at the end of the day, it must deliver a profit.

Let’s dig into this ever evolving, up-hill battle for top organic rankings on Google’s page one.

The composition of Google’s 2025 Search Engine Results page

Let’s examine a typical search engine result page (SERP) using a search for “Espresso Coffee”. When you enter this phrase into Google’s search bar and click “search”, a page loads with the following content areas / on-page experiences. The list below is in order of priority as they appear on the page.

Product Listing Ad (PLA) Carousel (7+ ads) – These are sponsored ads that are collaboratively promoted through Google Merchant Center, Google Ads and the e-comm platform used by the seller (commonly Shopify). The PLA ads contain a product image, linked product description, price, brand name, Google review rating, and a few word description.
Sponsored Search Ad (1 ad) – There is one sponsored search listing that looks like a normal search result, but it is a sponsored ad being promoted through a search campaign created in Google Ads.
Popular Products (8 ads) – There are two to three rows of popular products listed here that look very, very similar to PLA ads. And that is because they are one and the same. Once again, this content is collaboratively promoted through Google Merchant Center, Google Ads and the e-comm platform used by the seller.
People also ask (8 items) – After scrolling down approximately 1/3 of the entire page, you will encounter “people also ask” which is a Google AI driven experience that aims to answer user questions. Initially, there are seven or eight items in this expandable list. When you click on one of these items to expand and read the content contained in that section, the click action triggers the list to multiply. One click adds two more items to the list, the second click adds three more items to the list, and so on.
Discussions and forums (3 items) – Once you encounter this content area, you have reached the first non-paid section on the SERP. However, do not get too excited because like its name, this content is occupied by monster platforms like Reddit, Quora, Wikipedia, etc. that have a lot of consumer generated content (CGC) and are run by teams of experts aiming to monetize their content.
People also consider (4 items) – This section of usually four options is another AI generate section of content that aims to get users to cl
ick, taking them to another search engine results page where this pattern repeats itself. And mind you, we have not yet reached a single organic search result from a brand selling espresso coffee.
In Stores Nearby (4 ads) – This four item content carousel that looks, once again, like PLA ads are in fact PLA ads with a clever new positioning. Like all the PLA ads, this content is collaboratively promoted through Google Merchant Center, Google Ads and the e-comm platform used by the seller.
Videos (3 items) – Next up we have videos that aim to inform on the basics of enjoying and making espresso. While this content is organic (or at least not paid) it is all coming from Google’s YouTube platform – not a brands website. Following the link, takes users to the video on YouTube where they can watch the video and encounter ads that are paid for and promoted through the Google Ads platform. So, this is branded content but it is infused with advertising from Google advertisers.
Organic Search Results (3 listings) – Yay! We have finally reached organic search result content. Well three organic listings anyway.
What People are Saying (3 items) – Immediately below the first three organic search results is this section which is aggregated content from other major platforms like Instagram, Reddit, YouTube, etc. This is not paid placement, as far as we are aware, but this is featured prior to the remaining organic search results.
Organic Search Results (3 items) – Yay, once again! We have reached the rest of search results on this page (three more). That is a grand total of 6 organic search results on page one of a Google search for “espresso coffee”.
People also search for (6 items) – Just below the organic search results and nearly the last area on the page, Google introduces this section which introduces other types of coffees, like latte, flat white, etc. inviting users to click which will redirect them to another SERP that repeats this entire pattern.

Change, Change, Change!

Now let’s examine the six key areas of change that have taken place over the past five years leading to the new Google SERP structure.

Fewer Organic Results on Page One

One of the most significant changes in Google’s SERP structure is the reduction of organic results that appear on the first page. Historically, Google displayed ten blue links per page, but over the years, the number of organic listings has decreased due to an increase in ads, featured snippets, local packs, and other elements. Now, a standard search often showcases as few as six or eight organic results, squeezing out businesses that once relied on page-one visibility for traffic.

The Introduction of Local Services Ads (LSA) and Product Listing Ads (PLA)

Google’s increasing monetization of search has led to a greater presence of Local Services Ads (LSA) and PLA Ads at the top of SERPs. LSAs and PLAs were introduced in recent years, prioritizing verified service providers and pushing organic search results further down the page—leaving even less room for organic listings and forcing businesses into a pay-to-play model to maintain visibility.

AI-Powered Search Results and Zero-Click Searches

With Google’s continuous improvements in AI and machine learning, search results are increasingly designed to provide direct answers without requiring users to click on external links. Features like Google’s AI-powered snapshots, knowledge panels, and answer boxes extract information from websites and display it directly on the SERP. This trend, known as "zero-click searches," means that even when a website ranks highly, users may get the information they need without ever visiting the site, leading to lower organic traffic.

Algorithm Updates and Their Unpredictability

Google’s core algorithm updates have always been a challenge for SEO professionals, but recent updates have introduced even greater volatility. From changes that prioritize E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to those favoring user engagement metrics, the algorithm now heavily rewards established authority sites while making it harder for smaller or newer businesses to break through. Additionally, frequent updates mean that ranking gains can be easily undone, requiring constant adjustments to SEO strategies.

The Increasing Dominance of Google-Owned Properties

Google increasingly prioritizes its own ecosystem within search results. Google Maps, Google Flights, Google Shopping, and YouTube videos often take prime real estate on the SERP, pushing organic listings even lower. Businesses competing in industries where Google offers its own services—such as travel, shopping, and local services—face an even steeper challenge as Google redirects traffic to its own platforms.

The Growing Role of User Personalization

Search results are no longer one-size-fits-all. Google heavily personalizes search results based on user location, search history, and behavior. This means that two people searching for the same keyword may see vastly different results. While personalization improves user experience, it makes it harder for businesses to achieve broad organic visibility since rankings fluctuate based on individualized factors.

What Can Small Businesses Do?

Localization: Optimizing Google My Business, earning reviews, and focusing on local content can help businesses appear in local packs.
Leverage Paid Ads: While organic ranking is harder, smart use of search and LSA/PSA campaigns will drive qualified.
Prioritize Content and Authority: High-quality, in-depth content that aligns with Google’s E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness) can help businesses build credibility.
Optimize for AI Search: Structuring content for quick answers and optimizing schema markup can increase chances of appearing in AI-generated responses.
Diversify Traffic Sources: Businesses should expand their digital marketing efforts through an integrated mix of email marketing, social media, paid search, SEO, and other channels.

How to win!

Businesses need to adapt their marketing strategies to stay visible in an increasingly competitive search environment. Instead of solely focusing on SEO, integrating a multifaceted digital marketing approach is now the key to long-term success.

If you are not a digital marketer, do not have unlimited funds, or do not have the time to invest in this space while running your day-to-day business, do not worry. Canvasblu partners with small businesses that have limited budgets to help them grow and succeed. Canvasblu will turn these obstacles into opportunities.

Contact us today for a free quote and consultation.