Ex-Googler On Included Snippets: Google is More Hesitant To Send Out Users Out Into The Web

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Ex-Googler Marissa Mayer in a podcast on the subject of why Google search is so bad described that it wasn’t Google that was bad it was the Web. Then she believed that one of the factors for keeping users on Google is since the web isn’t always an excellent experience.

Ex-Googler Marissa Mayer

Marissa Mayer was employee # 20 at Google. She played crucial roles in virtually all of Google’s major items, including Google search, regional, images, and AdWords, among others.

She left Google to become president and CEO of Yahoo! for 5 years.

Mayer was not only there at the beginning of Google but contributed in forming the business, which provides her a special viewpoint on the company and its thinking, to some degree.

What is the Reason for Zero-Click SERPs?

Marissa Mayer appeared on a recent Freakonomics podcast that was on the subject of, Is Google Becoming Worse?

In one part of the podcast she firmly insisted that Google search is only a mirror and does not create the low quality of the search results.

She asserted that if the search results page are even worse that’s just since the Web is even worse.

The podcast then proceeds to talk about highlighted snippets, what some in the search marketing neighborhood call zero-click search engine result.

They’re called zero-click since Google reveals the information a user needs on the search results page so that the users receive their response without having to click through to a site.

Google formally states that these search features are developed to be practical.

Marissa Mayer suggested that another inspiration to keep people from clicking to a site is since the quality of the Internet is so bad.

The podcast host began the conversation with his interpretation of what featured bits are:

“One method Google has actually attempted to combat the general decline in quality is by supplementing its index of a trillion web pages with some material of its own.

If you ask an easy question about cooking or the age of some political leader or actor, or even what’s the very best podcast, you might see what Mayer calls an ‘inline outcome,’ or what Google calls a ‘featured snippet.’

It’s a bit of text that addresses your question right there on the search-results page, with no need to click on a link.”

Mayer provided her opinion that Google may be “hesitant” to refer users to sites.

She explained:

“I believe that Google is more reluctant to send users out into the web.

And to me, you know, that indicate a natural tension where they’re stating,

‘Wait, we see that the web in some cases isn’t a great experience for our searchers to continue onto. We’re keeping them on our page.’

Individuals might view that and say,

‘Well, they’re keeping them on the page because that helps them make more cash, gives them more control.’

However my sense is that current uptick in the number of inline outcomes is because they are concerned about a few of the low-quality experiences out on the web.

I think that the issue is truly hard.

You may not like the way that Google’s fixing it at the moment, but given how the web is changing and developing, I’m not exactly sure that the old technique, if reapplied, would do in addition to you ‘d like it to.”

What Is the Motivation Behind Included Bits?

The reason Google offers for providing highlighted snippets in the search results is that they are convenient for users.

Google’s assistance files discuss:

“We display highlighted snippets when our systems determine this format will assist individuals more easily discover what they’re seeking, both from the description about the page and when they click on the link to check out the page itself. They’re particularly useful for those on mobile or browsing by voice.”

Marissa Mayer’s viewpoint matters since she played a crucial function in forming Google, from Browse to AdWords to Gmail.

Clearly she’s only providing her viewpoint and not stating a truth that Google is hesitant to send traffic to sites since the quality of the Web is bad.

But could there be something to her observation that Google is simply a mirror and that sites today are not excellent?

Consider that in 2022, there were 8 officially acknowledged Google updates.

Of those 8 updates, six of them updates were spam updates, practical content updates and product review updates.

Most of Google’s updates in 2022 were designed to eliminate poor quality web content from the search results page.

That concentrate on weeding out low quality websites lines up with Marissa Mayer’s view that the Web today is full of low quality content.

The history of Google’s algorithm updates in 2022 conforms to Marissa Mayer’s observation that web material is bad which it affects the quality of search engine result.

She stated that she gets a sense that Google might be “concerned about a few of the low-grade experiences out on the internet,” and that’s one of the reasons it might be “hesitant” to send traffic to sites.

Could Marissa Mayer be saying out loud what Googlers might not state in public?

Citation

Listen to the Freakonomics podcast here

Is Google Becoming Worse?

Featured image by Best SMM Panel/Koldunov