{"id":658789,"date":"2025-03-25T21:15:20","date_gmt":"2025-03-25T18:15:20","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/ex-google-exec-giving-traffic-to-publishers-a-necessary-evil\/"},"modified":"2025-03-25T21:15:20","modified_gmt":"2025-03-25T18:15:20","slug":"ex-google-exec-giving-traffic-to-publishers-a-necessary-evil","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/ex-google-exec-giving-traffic-to-publishers-a-necessary-evil\/","title":{"rendered":"Ex-Google exec: Giving traffic to publishers \u2018a necessary evil\u2019"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2cf1693c2f1\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2cf1693c2f1\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/ex-google-exec-giving-traffic-to-publishers-a-necessary-evil\/#In_a_newly_published_profile_Googles_Head_of_Search_Elizabeth_Reid_also_said_the_Google_search_bar_will_become_less_prominent_over_time\" >In a newly published profile, Google&#8217;s Head of Search Elizabeth Reid also said the Google search bar will become less prominent over time.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"In_a_newly_published_profile_Googles_Head_of_Search_Elizabeth_Reid_also_said_the_Google_search_bar_will_become_less_prominent_over_time\"><\/span>In a newly published profile, Google&#8217;s Head of Search Elizabeth Reid also said the Google search bar will become less prominent over time.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>A new profile of Elizabeth Reid, the head of Google Search, confirms that Google is moving away from its longstanding model of sending its users to websites. As one former unnamed senior executive put it: \u201cGiving traffic to publisher sites is kind of a necessary evil.\u201d<\/p>\n<p>As for the iconic Google Search bar? It will slowly lose prominence in the Google Search experience, due to the continuing growth of voice and visual search, Reid said.<\/p>\n<p><strong>Necessary evil.<\/strong> Google has been increasingly focused on keeping users inside Google properties, reducing the need to click through to external sites. A former Google senior executive told Bloomberg that supporting publishers was incidental to Google\u2019s larger aims:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cGiving traffic to publisher sites is kind of a necessary evil. The main thing they\u2019re trying to do is get people to consume Google services.\u201d<\/li>\n<li>\u201cSo there\u2019s a natural tendency to want to have people stay on Google pages, but it does diminish the sort of deal between the publishers and Google itself.\u201d<\/li>\n<\/ul>\n<p>Alphabet CEO Sundar Pichai said in December Google spends a lot of time \u201cthinking about the traffic we send to the ecosystem.\u201d But, of late, he has stopped short of promising that Google will send more of it to websites \u2013 and there\u2019s probably good reason for that.<\/p>\n<p>Look no further than Barry Schwartz\u2019s article, Google: Not all sites will fully recover with future core algorithm updates, in which Google\u2019s Search Liaison Danny Sullivan said that websites shouldn\u2019t expect to recover from core updates. Sullivan also\u00a0<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/info.thirddoormedia.com\/NzI3LVpRRS0wNDQAAAGZa4I4bf1kivzvyHOck_Z_q6oyAABeNNjbkxgK_LrI3hMPB6pw2CVBERIigtvnekYSMWAjk-c=\" target=\"_blank\" rel=\"noopener\">said this in September<\/a>. And\u00a0<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/info.thirddoormedia.com\/NzI3LVpRRS0wNDQAAAGZa4I4bSJ19V6bgjpx0VWEelNNbFt4v46KPk9zVIh-HKIK087e1ulycjTCeBBk7eUI-RUORuI=\" target=\"_blank\" rel=\"noopener\">Google reiterated it again in October<\/a>.<\/p>\n<p>Instead, Pichai now mentions how AI Overviews are increasing search usage. (Even though, I thought the whole point of AI Overviews was to reduce the number of searches \u2013 remember the idea of \u201c<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/blog.google\/products\/search\/generative-ai-google-search-may-2024\/\" target=\"_blank\" rel=\"noopener\">let Google do the searching for you<\/a>\u201d to get \u201cquick answers\u201d?)<\/p>\n<p>As a reminder, Google sees more than 5 trillion searches per year. But for every 1,000 Google searches, only 360 clicks in the U.S. go to the open web (Context: Nearly 60% of Google searches end without a click).<\/p>\n<p><strong>Google Search hovering.<\/strong> The Google Search bar won\u2019t go away, according to Reid. However, it will become less prominent over time as Google prepares for the rise of voice and visual searches. Here\u2019s the full section from the Bloomberg article (<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.bloomberg.com\/news\/features\/2025-03-24\/google-s-ai-search-overhaul-racing-chatgpt-for-the-web-s-future\">Google Is Searching for an Answer to ChatGPT<\/a>):<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cReid predicts that the traditional Google search bar will become less prominent over time. Voice queries will continue to rise, she says, and Google is planning for expanded use of visual search, too. Rajan Patel, a vice president for search experience, demonstrated how parents can use Google\u2019s visual search tools to help their kids with homework, or to surreptitiously take a photo of a stylish stranger\u2019s sneakers in a coffee shop to buy the same pair (something Patel did recently). The search bar isn\u2019t going away anytime soon, Reid says, but the company is moving toward a future in which Google is always hovering in the background. \u2018The world will just expand,\u2019 she says. \u2018It\u2019s as if you can ask Google as easily as you could ask a friend, only the friend is all-knowing, right?&#8217;\u201d<\/p>\n<\/blockquote>\n<p><strong>Other Reid quotes of note. <\/strong>For what is being considered a \u201cprofile\u201d of Reid, the article didn\u2019t contain many direct quotes. Here are the few interesting quotes from the piece:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWe learned what people really wanted two months faster\u201d (on launching early features in her Google Maps days).<\/li>\n<li>\u201c[Search is a] constant evolution [rather than a complete overhaul].\u201d<\/li>\n<li>\u201cThings start slowly and then quickly. Suddenly the combination of the tech and the product and the use and the understanding and the polish and everything comes together, and then everyone needs it.\u201d<\/li>\n<li>\u201cIt\u2019s really exciting to work on search at a time when you think the tech can genuinely change what people can search for.\u201d<\/li>\n<li>\u201c[Before generative AI] people did not go to Google Search and say, \u2018How many rocks should I eat per day?\u2019 They just didn\u2019t.&#8217;\u201d (Context: Google AI Overviews under fire for giving dangerous and wrong answers)<\/li>\n<\/ul>\n<p>And one indirect quote, where Bloomberg summarizes her thoughts on AI:<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cGoogle\u2019s generative AI products still carry disclaimers that the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> is experimental. Testing tools in public helps them get better, Reid says. She\u2019s convinced that, as with other changes to search, AI will get people to use Google even more than they did before.\u201d<\/p>\n<\/blockquote>\n<p><strong>Why we care.<\/strong> Many websites started to lose traffic when Google launched AI Overviews last May and as AI Overviews expanded. Google was a fairly reliable source of organic search traffic for over two decades \u2013 but the rules are changing. No, SEO isn\u2019t dead. But old SEO strategies and tactics will need to evolve and playbooks will need to be rewritten.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Danny Goodwin\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Danny-Goodwin-scaled.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Danny-Goodwin-scaled.jpeg.webp\" alt=\"Danny Goodwin\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Danny Goodwin<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=MrDannyGoodwin&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/dannygoodwin\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\tDanny Goodwin is Editorial Director of Search Engine Land &amp; Search Marketing Expo &#8211; SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a>, he manages Search Engine Land\u2019s SME (Subject Matter Expert) program. He also helps program U.S. SMX events. <\/p>\n<p>Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-traffic-publishers-necessary-evil-453562\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a newly published profile, Google&#8217;s Head of Search Elizabeth Reid also said the Google search bar will become less prominent over time. A new profile of Elizabeth Reid, the head of Google Search, confirms that Google is moving away from its longstanding model of sending its users to websites. As one former unnamed senior&#8230;<\/p>\n","protected":false},"author":1,"featured_media":658790,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/google-future-robots-1920.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070],"class_list":["post-658789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/658789","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=658789"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/658789\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/658790"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=658789"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=658789"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=658789"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}