There’s a bitter fight over Project 2025 hidden in Google’s search results

Nonprofits, think tanks, and news outlets are battling to grab the top spot when people search for the conservative policy blueprint.

When Taraji P. Henson hosted the BET Awards in July, she told viewers to look up Project 2025. They did. Search interest for Project 2025, the blueprint for a second Trump term in the White House written by the conservative think tank Heritage Foundation and other groups with ties to the former president’s administration, peaked in the days after the awards show. Suddenly the focus of the 2024 campaign was about policy, and voters were turning to search to learn more.