Google Sees Publisher Traffic as a Necessary Evil? Ex-Googler Speaks


A newspaper and a magnifying glass with a vivid gradient background exploring the topic of Google's dirty secret? Ex-Googler spills the beans: Google sees publisher traffic as a

Google’s View on Publishers: A “Necessary Evil”?

Ever wonder how Google *really* feels about the websites it sends traffic to? You might be surprised. According to a former Google engineer, publishers are viewed as a “necessary evil” within the walls of Mountain View. Yep, you read that right.

Roger Montti’s piece digs into the complex relationship between the search giant and the publishers who create the content that feeds its hungry algorithms. The ex-Googler claims Google’s primary focus is on keeping users on its own properties, like Search and YouTube. After all, that’s where they directly generate revenue. Sending users away to external websites is seen as a cost, a leak in their engagement funnel.

It’s Just Business

This “necessary evil” perspective isn’t necessarily malicious, it’s just business. Google wants to own the user experience. This mindset plays out in various ways. Google increasingly answers user queries directly within search results through featured snippets, knowledge panels, and other rich results. They are evolving into an answer engine, rather than solely a search engine. While this provides users with quick answers, it also reduces the need to click through to publisher websites. Google giveth, and Google taketh away – traffic that is.

Implications for Publishers and Marketers

For digital marketers and publishers, this revelation is critical. It’s no longer enough to simply rank highly in search results. We need to create content that’s so compelling that users actively seek it out, build strong brands that readers will visit directly, and diversify traffic sources beyond Google. Relying solely on Google search traffic is like building a house on rented land.

Learn More

Now, that is just the tip of the iceberg. Want to dive deeper into Google’s perspective on publisher traffic and learn more about navigating the ever-changing SEO landscape? Check out Roger Montti’s insightful analysis in this Google publisher traffic article on Search Engine Journal.

Marketing Resource for

by