You followed Google's guidelines. You published helpful, original, expert-led content. But your rankings crashed in 2025. Google’s Helpful Content System promised to reward people-first content. But the rise of AI-powered search engines—like SGE, Gemini, and ChatGPT Search—has changed how “helpful” is defined. Even trustworthy, well-written sites are seeing traffic vanish. Here’s why it’s happening—and what to do now to survive in the AI search era.

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