Ex-Google exec: Giving traffic to publishers 'a necessary evil'

Google's shift away from directing users to external websites is confirmed by a recent profile of Elizabeth Reid, head of Google Search. A former senior executive described sending traffic to publisher sites as a "necessary evil," highlighting Google's increasing focus on keeping users within its own ecosystem.

The iconic Google Search bar, while not disappearing, will gradually diminish in importance as voice and visual search gain traction, Reid stated. This aligns with Google's strategy of maximizing user engagement within its services. A former executive emphasized this, noting that supporting publishers is secondary to encouraging users to consume Google services.

While Alphabet CEO Sundar Pichai previously acknowledged Google's consideration of traffic distribution, recent statements have avoided promises of increased referral traffic to external websites. Instead, the emphasis is now on AI Overviews boosting search usage, despite the initial intention of these overviews being to reduce the number of searches.

The stark reality is that for every 1,000 Google searches in the US, only 360 clicks lead to external websites. This underscores the significant shift in user behavior and Google's strategy.

Reid anticipates the traditional search bar's reduced prominence, with voice and visual search taking center stage. Examples, such as using visual search for homework assistance or finding stylish sneakers, illustrate the potential of these evolving search methods. Reid envisions a future where Google operates seamlessly in the background, readily accessible like an "all-knowing friend."

Other notable quotes from Reid highlight Google's iterative approach to search ("constant evolution"), the rapid acceleration of successful product launches ("things start slowly and then quickly"), and the transformative potential of AI in search. She also acknowledged the challenges posed by AI Overviews providing inaccurate or dangerous information. Google's ongoing public testing of generative AI tools, Reid believes, will ultimately increase user engagement with Google's services.

This shift has significant implications for websites reliant on Google organic search traffic. While SEO isn't dead, established strategies require adaptation to account for Google's evolving search paradigm. The rules have changed, necessitating a rewrite of existing SEO playbooks.

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