Ex-Googler Marissa Mayer in a podcast on the topic of why Google search is so bad explained that it wasn’t Google that was bad it was the Web. Then she suggested that one of the factors for keeping users on Google is due to the fact that the web isn’t always an excellent experience.
Ex-Googler Marissa Mayer
Marissa Mayer was staff member # 20 at Google. She played crucial roles in virtually all of Google’s major items, consisting of Google search, local, images, and AdWords, to name a few.
She left Google to end up being president and CEO of Yahoo! for five years.
Mayer was not only there at the start of Google but played a role in forming the company, which offers her a special perspective on the business and its thinking, to some level.
What is the Reason for Zero-Click SERPs?
Marissa Mayer appeared on a current Freakonomics podcast that was on the topic of, Is Google Becoming Worse?
In one part of the podcast she insisted that Google search is only a mirror and does not produce the low quality of the search results page.
She asserted that if the search results page are even worse that’s just because the Internet is worse.
The podcast then carries on to discuss highlighted snippets, what some in the search marketing community call zero-click search results.
They’re called zero-click due to the fact that Google reveals the details a user requires on the search engine result page so that the users get their response without needing to click through to a website.
Google formally says that these search functions are developed to be helpful.
Marissa Mayer believed that another motivation to keep people from clicking to a website is due to the fact that the quality of the Web is so bad.
The podcast host started the discussion with his analysis of what featured bits are:
“One way Google has actually tried to fight the total decline in quality is by supplementing its index of a trillion web pages with some material of its own.
If you ask a basic concern about cooking or the age of some politician or star, and even what’s the best podcast, you may see what Mayer calls an ‘inline outcome,’ or what Google calls a ‘featured bit.’
It’s a little bit of text that answers your concern right there on the search-results page, with no requirement to click a link.”
Mayer used her opinion that Google may be “reluctant” to refer users to sites.
“I think that Google is more reluctant to send out users out into the web.
And to me, you know, that points to a natural stress where they’re saying,
‘Wait, we see that the web sometimes isn’t a terrific experience for our searchers to continue onto. We’re keeping them on our page.’
Individuals may perceive that and say,
‘Well, they’re keeping them on the page because that assists them make more cash, provides more control.’
But my sense is that current uptick in the variety of inline outcomes is since they are concerned about a few of the low-quality experiences out online.
I think that the problem is really tough.
You might not like the way that Google’s solving it at the moment, however provided how the web is altering and progressing, I’m not sure that the old method, if reapplied, would do in addition to you ‘d like it to.”
What Is the Motivation Behind Featured Snippets?
The factor Google gives for supplying highlighted bits in the search results is that they are practical for users.
Google’s aid files discuss:
“We display featured bits when our systems identify this format will assist people more quickly discover what they’re looking for, both from the description about the page and when they click on the link to read the page itself. They’re specifically helpful for those on mobile or searching by voice.”
Marissa Mayer’s opinion matters because she played an essential role in shaping Google, from Search to AdWords to Gmail.
Certainly she’s only offering her viewpoint and not specifying a fact that Google is reluctant to send traffic to sites due to the fact that the quality of the Internet is bad.
But could there be something to her observation that Google is simply a mirror which websites today are not excellent?
Consider that in 2022, there were 8 officially acknowledged Google updates.
Of those eight updates, 6 of them updates were spam updates, useful content updates and product review updates.
Most of Google’s updates in 2022 were developed to eliminate low quality internet material from the search results page.
That focus on weeding out poor quality sites aligns with Marissa Mayer’s view that the Internet today has plenty of low quality content.
The history of Google’s algorithm updates in 2022 complies with Marissa Mayer’s observation that web material is bad which it affects the quality of search results page.
She said that she gets a sense that Google may be “concerned about some of the low-quality experiences out on the web,” which is among the reasons why it might be “reluctant” to send out traffic to sites.
Could Marissa Mayer be saying out loud what Googlers might not say in public?
Listen to the Freakonomics podcast here
Is Google Getting Worse?
Included image by Best SMM Panel/Koldunov