The Impact of a Google Featured Snippet on the Decline of Commercial List-Based Content
In recent years, Google has faced criticism and scandals surrounding the fairness, accuracy, transparency, and ethics of its search results. These concerns have prompted an examination of Google’s use of search engine results page (SERP) features, specifically list-based features, and their impact on commercial content. This article explores the collision of these factors and how Google’s practices contradict its own content guidelines and advice.
One of the main list-based features that Google has introduced is the “From sources across the web” SERP feature. This feature summarizes and organizes list-based content from web publishers. It has become prevalent in search results, particularly for queries with commercial intent such as finding the best products or services in a specific location or industry.
Interestingly, the “From sources across the web” feature aligns with the principles of programmatic SEO, which Google’s own spokespeople have labeled as spam. Programmatic SEO involves generating content programmatically using a database-driven approach. Google’s use of this feature involves pulling data from prolific list-based content websites, often big enterprises, and combining it with its own data on entities and brands.
While this practice may seem like a way to improve search results and enhance the user experience, it has several drawbacks. Firstly, the accuracy and authoritativeness of the information featured in the SERP feature are questionable. Google often chooses sources that do not align with the search intent or are non-authoritative, non-factual, affiliate/sponsored link sites or spammy websites. This raises concerns about the reliability of the information presented to users.
Moreover, the dominance of these list-based snippets in search results diminishes the visibility of legitimate publishers with original ideas. Independent websites that strive to provide unique and valuable content are at a disadvantage because the snippet highlights unoriginal ideas that are already mentioned by other websites. This perpetuates a loop of unoriginality and prevents truly unique ideas from being featured.
The motivations behind Google’s use of this practice are likely rooted in financial gain. Programmatic SEO is often favored by big enterprises with large databases, and these companies are the ones that benefit the most from being featured in the snippet. Additionally, by prioritizing the snippet over organic search results, Google can generate higher ad revenue by encouraging companies to pay for sponsored placements or lose visibility.
The negative impact of this practice extends beyond users and publishers. It also worsens the search and information landscape as original ideas are suppressed and minority groups are disadvantaged. The snippet structure and design fail to provide context and transparency about the selection process and relevancy of the included list items and sources.
As an industry, it is crucial to advocate for change and urge Google to address these concerns. The current state of search results, particularly for commercial intent queries, makes it increasingly challenging to rank organically without resorting to sponsored placements or ads. By shedding light on these challenges, we can push for improvements in Google’s search product to prioritize accuracy, relevance, and quality.
In conclusion, the impact of a Google Featured Snippet on the decline of commercial list-based content is significant. Google’s use of list-based SERP features contradicts its own guidelines and advice on programmatic SEO, diminishes the visibility of original publishers, and raises concerns about the accuracy and authoritativeness of the information presented to users. It is crucial for the industry to advocate for change and push for improvements in Google’s search product to prioritize quality and fairness.
