Thinking Out Loud

August 20, 2017

Google Now Provides the Information instead of Referring

Like many of you, I couldn’t help but notice that increasingly, Google was giving me the answers I was looking for right on their results page, without my needing to make a second click. Appreciating the convenience I didn’t really pay much attention to this, until publishing and media watcher Tim Underwood linked to a piece at Mashable titled, Google is Eating the Open Internet.

The rather opened my eyes to the present situation: Instead of being a site which refers you to people who have the answers, Google is now seen as provider of those answers.

But the affect on the websites from which the information is culled — the creatives and researchers who do the actual work — is devastating. Example:

…Brian Warner, founder and CEO of CelebrityWorthNet.com, understands perhaps more than anybody the power of Google’s wall-building.

Warner started to notice the content from his site appearing directly on search results pages in 2012. Two years later, he got an email from Google asking to scrape all of his data, which he turned down. Another two years after that, Google did it anyway, and the impact was catastrophic.

“It was extremely painful, it was extremely devastating,” Warner said. “We got to a point where our traffic was down 85 percent from a year or two earlier.”

Search for the net worth of any celebrity at random today—let’s say, James Earl Jones—and you’ll get the number ($45 million) and a short biographical blurb pulled from CelebrityNetWorth.com with credit and a link…

And later, the broader application:

…There’s also a steady stream of more subtle indications of Google’s inward pull appearing every day—features like on-site hotel booking, restaurant menus, spa appointment tools, and dropdown recipes to name just a few.

These tweaks might sound minor, but Google’s position as the web’s central nervous system means they can have a big impact on smaller businesses that orbit it.

In the long run, though, there seems to be a pretty glaring hole in this plan. That is, as Google likes to reassure wary publishers, it’s not in the content business.

The company ultimately relies on reference sites like Wikipedia, IMDB, Fandango, and the CIA World Fact Book to compile and update the information it uses.

If Google continues to choke these sites out, what incentive will there be for new ones to come along? …   (emphasis added)

   Then early this morning I caught up with my Saturday print edition of The Toronto Star and columnist Heather Mallick was saying the exact same things about Facebook in a piece titled, Like it or not, Facebook Owns You. For her it gets personal:

…We donate to the Guardian to keep it free for everyone, but remember that we do this because former editor Alan Rusbridger made the numbers clear. In 2016, Facebook “sucked up $27 million (U.S.) of the newspaper’s projected ad revenue that year.”

Facebook was the interlocutor, the middleman who slipped between readers and journalists and siphoned off the money. When I step onto the thing for even a moment, I make money for Zuckerberg. I work for him, not the Toronto Star.

I wouldn’t mind being followed for weeks by ads for the hand vacuum (designed in England, made in Malaysia, which is why I despise Dyson) I ordered five minutes ago from an online retailer with no discernible connection to Facebook.

But I do mind that my salary was effectively lower this year because Facebook knew this, its targeting having destroyed the print and online ads on which the Star itself relied.

I take a dim view. With less money, I’ll buy fewer things advertised on Facebook, but it doesn’t care. It’s in the business of attention, not retailing. Its hands are clean.

Of course they’re not. They’re loaded with lucre, and they’re taunting people individually and en masse, damaging quality of life and eating freedom. You are owned…

For my Christian readership at this page, this is important. Obtaining the “answers” or “results” one is looking for without clicking through to see the full context of the page from which the mighty search engine derived them could be devastating, especially as the field of material offered grows to include things of religious or theological interest. At best, all of our online sites are somewhat subjective, including this one.

But I’ll have more to say about that tomorrow.

 

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