Ex-Googler On Included Snippets: Google is More Reluctant 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 reasons for keeping users on Google is because the web isn’t always an excellent experience.

Ex-Googler Marissa Mayer

Marissa Mayer was worker # 20 at Google. She played crucial functions in virtually all of Google’s major products, consisting of Google search, regional, 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 just there at the start of Google but played a role in forming the business, which gives her a distinct point of view on the company 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 subject of, Is Google Worsening?

In one part of the podcast she insisted that Google search is just a mirror and does not develop the poor quality of the search results.

She asserted that if the search results are worse that’s just due to the fact that the Web is even worse.

The podcast then moves on to talk about featured bits, what some in the search marketing community call zero-click search results page.

They’re called zero-click since Google reveals the information a user requires on the search results page so that the users get their answer without needing to click through to a site.

Google officially states that these search functions are created to be useful.

Marissa Mayer believed that another motivation to keep people from clicking to a site is because the quality of the Internet is so bad.

The podcast host began the conversation with his interpretation of what included snippets are:

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

If you ask a simple question about cooking or the age of some politician or actor, or even what’s the best podcast, you may see what Mayer calls an ‘inline result,’ or what Google calls a ‘featured snippet.’

It’s a little text that addresses your concern right there on the search-results page, without any need to click on a link.”

Mayer offered her opinion that Google might be “hesitant” to refer users to sites.

She described:

“I think that Google is more hesitant to send out users out into the web.

And to me, you understand, that indicate a natural stress where they’re stating,

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

People might perceive that and say,

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

However my sense is that current uptick in the variety of inline results is because they are concerned about some of the low-quality experiences out on the internet.

I believe that the issue is truly difficult.

You might not like the manner in which Google’s fixing it at the minute, however offered how the web is altering and developing, I’m unsure that the old approach, if reapplied, would do as well as you ‘d like it to.”

What Is the Motivation Behind Included Bits?

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

Google’s assistance documents describe:

“We display highlighted snippets when our systems determine this format will help individuals more quickly find what they’re looking for, both from the description about the page and when they click on the link to check out the page itself. They’re specifically practical for those on mobile or browsing by voice.”

Marissa Mayer’s viewpoint matters since she played an essential role in forming Google, from Browse to AdWords to Gmail.

Obviously she’s only providing her opinion and not mentioning a reality that Google is reluctant to send out traffic to websites because the quality of the Internet is bad.

But could there be something to her observation that Google is just a mirror and that sites today are not very good?

Think about that in 2022, there were 8 formally acknowledged Google updates.

Of those 8 updates, 6 of them updates were spam updates, practical content updates and product evaluation updates.

The majority of Google’s updates in 2022 were created to eliminate low quality internet material from the search results.

That concentrate on extracting low quality sites aligns with Marissa Mayer’s view that the Web today is full of poor quality content.

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

She said that she gets a sense that Google may be “concerned about some of the low-grade experiences out on the web,” which is among the reasons that it may be “hesitant” to send traffic to sites.

Could Marissa Mayer be stating aloud what Googlers might not say in public?


Listen to the Freakonomics podcast here

Is Google Worsening?

Included image by Best SMM Panel/Koldunov