A significant portion of images indexed in Google – especially free images – are not exclusive to one platform but are available across dozens of competitor sites.
This lack of exclusivity has diluted the value of individual libraries and intensified competition.
As overlapping content libraries made differentiation harder, platforms began prioritizing the visibility of indexable images.
This led to the gradual erosion of watermarking practices, with watermarks becoming less prominent or disappearing altogether.
While this may be a boon for users unconcerned with indemnity or licensing, it represents a serious challenge for platforms relying on content monetization.
It’s an even greater disadvantage for contributing photographers whose works are increasingly devalued.
To compensate, some platforms have supplemented revenue with on-page advertising and/or enabled the unrestricted indexation of search pages.
This includes intentional indexing of pages that target the full spectrum of adult, explicit, or even illicit queries.
For some major players, a substantial portion of organic traffic comes from these dubious “low commercial intent” queries that yield little to no direct conversions.
This traffic is monetized through ads or presented to stakeholders as evidence of SEO-driven growth and framed as a leading indicator of business success.
This system of overlapping content, low-intent traffic, and questionable monetization models:
- Undermines platform value.
- Erodes trust among users.
- Devalues the contributions of photographers and creators.
As platforms prioritize short-term traffic gains, the broader ecosystem risks stagnation and diminished quality.
