Google’s Featured Snippets Are Damaging To Small Businesses that Depend On Search Traffic

The Outline tells the story of CelebrityNetWorth.com, a website launched in 2008 that tells you how much a celebrity is worth. The site was an instant success, but things have turned sore in the last two years. The creator of the website Brian Warner blames Google for it. From the article: For most of its history, Google was like a librarian. You asked a question, and it guided you to the section of the web where you might find the answer. But over the past five years, Google has been experimenting with being an oracle. Type in a question, and you might see a box at the top of the search results page with the answer in large bold type. […] In 2014, Warner received an email from Google asking if he would be interested in giving the company access to his data in order to scrape it for Knowledge Graph, for free. He said no, as he feared the traffic would plummet. […] In February 2016, Google started displaying a Featured Snippet for each of the 25,000 celebrities in the CelebrityNetWorth database, Warner said. He knew this because he added a few fake listings for friends who were not celebrities to see if they would pop up as featured answers, and they did. “Our traffic immediately crumbled,” Warner said. He acknowledged the risks in building a site that depends so heavily on Google for search traffic, and whose research can easily be reduced to a single number. But he still thinks what Google did is unfair.


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