Nate Hake
@natejhake
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Following
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I'm here to advocate for small publishers. I #StandWithUkraine 🇺🇦
Joined February 2022
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Pinned Tweet
I think it's truly awful that this app is both:
1) one of the few places site owners can get any sort of communication with Google
-and also-
2) a place where any site owner who does speak up is instantly swarmed by SEOs critiquing & analyzing their site and grifters
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How is this legal?
Google is now stealing Travel Lemming's own brand searches (even via site search).
They take our list -- INCLUDING MY ORIGINAL PHOTOS 📸 -- and present it in a rich result so people don't click through.
I am literally IN that Red Rocks photo! Wtf?
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This should be an absolute scandal 💣
Exactly 1 year ago today, Google published a blog post promising a "public discussion" on new ways for web publishers to control how AI companies scrape and train their models on our content
In the end, Google never really gave us a
Today, we’re kicking off a public discussion to explore a machine-readable means for web publisher choice and control for emerging AI & research use cases. Learn more on this effort, including how to join the discussion by signing up:
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I think many at Google, Meta & Microsoft severely underestimate how big a chilling effect their AI moves are having on the incentive to create content for the open web
I know many creators, even some not hit by the algos at all, who are leaving their blogs and applying for jobs
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Google trained its AI on travel bloggers' content. It's currently using that AI to cull travel bloggers from the SERPs. And, next, they will replace bloggers with these results.
Btw - from what I can see of the example itinerary, it's absolutely AWFUL. The Liberty Bell does not
And more: Google wants to use SGE to build travel itineraries for your vacations
"When users ask for something like “plan me a three day trip to Philadelphia that’s all about history,” they will get a sample itinerary that includes attractions and restaurants, as well as an
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I'm seeing some publishers saying "well, my traffic didn't tank yesterday, so I guess SGE isn't that bad"
I've explained this many times going back months, but let me try again:
Google is boiling the frogs. You are the the frog! 🐸
Obviously Google isn't going to tank
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Don't believe Google's lies about how SGE works - SGE just steals content & summarizes it!
🤥 LIE: At
#GoogleIO
they just said that SGE "fanned out and combed the web to find relevant insights from articles, forums, videos, and more - and it stitched all of this together in my
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If so many sites are losing traffic, where is it going? 🤔
One answer: sites like motherearthtravel(.)com
Meet the Internet's new
#1
source for helping people deciding where it is and isn't safe to travel abroad!
There's something ... interesting ... about this site huh?
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Welp, Google's March Core Update crushed Travel Lemming an additional 65+% already 📉
We honestly tried our best (see my tweet below for receipts)
@glenngabe
says the HCU is punitive. This feels like cruel & unusual punishment though⚖️
We don't even know our crime
We don't
Let the record reflect that — since getting smashed by the Sept HCU — Travel Lemming has POURED our hearts & souls into content improvement 💙
Win, lose, or draw in the March Core Update, I’m deeply proud of what my team & I have done this past half year 👇
1. We relentlessly
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Theft.
Danny, this will be theft & I think you know it.
With planning capabilities, you can get help creating plans for whatever you need, starting with meals and vacations. Meal and trip planning are available now in Search Labs in English in the US. Later this year, we’ll add customization capabilities and more categories like
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@searchliaison
First, let me say I really do appreciate you taking the time to respond. I do.
It seems you personally understand our concerns around the format not being sufficient credit, and I appreciate you forwarding that on. I also appreciate your context.
I've never seen that
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This is an important article that Google's PR team doesn't want you to read & share.
Here's why this article in particular is so important:
1) The Washington Post is the newspaper of influence in the US Capitol. This will be read in the halls of Congress.
2) The quotes
Honored to have been featured in a recent Washington Post article discussing changes happening in search & how it’s changing TF2.
What a fun & interesting time to be in the blogging and internet space.
The article 👇👇
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Google trained it’s AI on travel blogs
It slashed & burned bloggers’ traffic
Now here’s the coup de grâce in Google’s “slash & burn training” 🔥
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I'm gonna try to stay out of your SEO nerd wars. I'm not an SEO & frankly don't care. But I will say this:
It's pretty disgusting to me how some folks try to gatekeep who can & can't be an online publisher
The open web shouldn't just be open to 16 VC-backed media companies!
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So after 9 months of convincing many HCU site owners to turn their content upside down, Google finally admits the HCU was not really about the content at all
Maybe they should have called it the "Big Brands are Our Plan for the Age of AI" update instead
Also, what's helpful
@Katie16282772
As I've said before, I think everyone should focus on doing whatever they think is best for their readers. I know it can be confusing when people get lots of advice from different places, and then they also hear about all these things Google is supposedly doing, or not doing, and
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Remember when Google asked site owners for "patience" & to avoid changes until the March Core Update was finished? 📆
Now we find out the update ended a full week ago & they stayed silent about it until after Alphabet's quarterly investor earnings call 😠
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The Helpful Content Update didn’t stop spammers & folks just in it for the money. They long since moved on to new domains, parasite SEO, Reddit spam, etc.
The only site owners Google is punishing — and pushing out of the web ecosystem — are the ones that actually care & try 😕
Almost 6 months since Google starting killing our website with the press of a button
@retro_dodo
.
5 years of hard work, crumbling away at my fingertips, nothing I am doing is helping.
We have to see signs of recovery in the next update or we won't be around for much longer. 😞
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Since posting about getting destroyed by the March Core Update, I've gotten dozens of messages from SEOs & site owners.
A few general observations that might help others:
1) Folks gave many different plausible theories, with nothing close to consensus or even common themes.
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Like how is it legal for Google to just essentially create entire blog posts from creators' content and images?
I literally have a law degree from the top law school in the world, and even I can't figure it out!
Fair use does NOT apply if you're using the content to compete
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Google in 2022: “We want more content by people, for people in Search”
Google in 2024: “We’ll pay you to use our AI writer to scrape and spin articles at least 3x per day”
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I called the Reddit-Google deal 3 months ago in this thread with
@glenngabe
about the hidden gems algorithm …
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Hey publishers - a quick check in from me ... I'm off exploring Japan, the country that made me fall in love with travel.
Obviously a lot has happened in August, and I will have more fulsome thoughts in a month or so, but I just want to say a few important things quickly to all
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@JonMiksis
Agreed. And here's how to respond when they say "Google doesn't owe you anything":
1. Google trained its AI on our content, without compensation or consent
2. Monopolies owe all market participants a chance to compete fairly
3. The world deserves a search engine for the open
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Google calls it a "site reputation abuse" policy. So shouldn't the penalty be ..... sitewide?
The HCU is sitewide
🤔 Someone help me out - what's the difference here?
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This post is for my followers (and so I have something I can copy into replies later, since this comes up often). Everyone else can ignore this: 👇
I just want to note that -- unlike 99% of accounts that post about web publishing -- I have absolutely NOTHING to sell you
I have
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Check the dates. Funny how his views of Reddit suddenly evolved once they became official Google partners 🙄
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@rmstein
No need to wait! The feedback is in loud and clear …
I've never been so invested in the Google Search Community page
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📰 Big news for creators fed up with AI copyright theft!
A federal judge in the landmark Andersen v. Stability AI lawsuit just indicated the case will go to discovery ⚖️
What's "discovery" you ask?
Well, discovery is a pretty big deal in American litigation --- it means the
I’m so grateful for these women and our lawyers. We’re making history together as the largest copyright lawsuit in history moves forward.
@SarahCAndersen
@kortizart
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Imagine having Google feature your site as a "success story" 📈
Then Google sends a photographer to feature you on their site 📷
Then you watch your "success story" business get destroyed by the March Update -- during the photoshoot! 😯
@JTimWells
@NicheSitePM
We are one of those success stories google photographer was actually here shooting us for a second feature as the update started in March and crashed our site 📉
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I keep thinking about this quote from
@Jake_Boly
in the Washington Post
👟 This is the PERFECT summation of everything wrong with Google's HCU -- but in a way that is also relatable & understandable to normal people
(Also 💙 that photo so much)
Article:
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Everyone talks about SGE. But there's another -- even more insidious -- Google search feature that I think is secretly stealing a TON of traffic from publishers 🕵️♂️📉...
I'm talking about the "from sources around the web" rich result.
Here's why I think this feature is so
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Wow 😳
Big publications like Miami Herald & Us Weekly are using fake writers to publish AI content
The wild thing?
Those "fake AI writers" were basically shared, with bylines across multiple publications!
Just fantastic reporting by Maggie & Futurism here 👏👏👏
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If you were hit by the September HCU, you should definitely read this excellent analysis by Glenn
The thing that REALLY gets me upset is Google saying quite clearly that the classifier is 1) weighted and 2) updated continuously
If true, why didn't any sites see at least a
I have received many questions about this and I know there's a ton of confusion about how it works. So I wrote a post covering the topic -> The March 2024 Core Update and how the transition of Google’s helpful content system to its core ranking system is supposed to work
I cover
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Go retweet this example of how Google's HCU will even elevate spam copycats over the original creators
Also, think about it: this is a pretty "convenient" setup for Google's forthcoming AI-powered travel results, if you ask me ...
@searchliaison
@dannysullivan
@JohnMu
A few years ago I traveled to Peru and wrote the first guide for Huchuy Picchu, which was a newly opened hike at that time.
My blog post ranked
#1
on Google for years, which makes sense, because I did the hike myself and other Peru websites
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Parasite SEO is taking over travel.
This post is AI written & clearly spun in part from our own content. Zero EEAT. Promotes adult sites.
This parasite outranks Travel Lemming’s written by locals & 100% human guides.
Is this what “helpful” means to Google
@searchliaison
?
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🤔 Remember when
@searchliaison
wrote a whole blog post telling us Google wanted "more content by people, for people in Search"?
Well, now Google is force-feeding their AI writer on us via my team's Workspace 🤖
😡 WTF - I NEVER opted into this!
My publication has a strict
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Google has officially announced their AI war on the travel space✈️🤖
Now does it make sense why so many travel sites were hit recently (and why recoveries ain't happening)?
.
:: Google moves in to the Travel space ::
I told you!
I said it looked like they were clearing down the board.
I warned they were going to hit that space with their own stuff.
@searchliaison
... there'd better be a darn good excuse!
#SEO
#Travel
#AI
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👋 Hey creators (& reporters) - you should really check out what
@weareraptive
is doing in DC today for "Independent's Day" to protect creators against unfair AI:
They are:
1. "asking elected officials to enforce copyright laws, encourage revenue sharing, ensure ethical AI
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Let the record reflect that — since getting smashed by the Sept HCU — Travel Lemming has POURED our hearts & souls into content improvement 💙
Win, lose, or draw in the March Core Update, I’m deeply proud of what my team & I have done this past half year 👇
1. We relentlessly
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Small publishers, the lesson here is 100% clear:
Reddit got loud about its copyright. And Reddit got a deal with Google
So make noise. Talk to the press. Talk to lawyers. Switch your search engine. Tell your audience
When someone robs you in public in broad daylight, you
This should be an absolute scandal 💣
Exactly 1 year ago today, Google published a blog post promising a "public discussion" on new ways for web publishers to control how AI companies scrape and train their models on our content
In the end, Google never really gave us a
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For the branded Google search "things to do in denver travel lemming," our article is pushed entirely below the fold now by SGE + a bizarre rich snippet
It even wrongly lists Pikes Peak -- which is NOT in our article NOR in Denver! ⛰️
Copyright aside, how is this helpful to
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Hey bloggers - here's how Google itself said you should make money in a 2021 post:
#1
) Ads - Google says "like a billboard, the spaces with the most traffic will generate the most revenue."
Oh, and then they give a helpful visual example of a travel blog with an
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Either Google does or does not know what pages are helpful
If it does > it should just rank helpful pages
If does not > the sitewide HCU classifier is statistically certain to unfairly (and brutally) penalize some sites
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I spent SO much time taking those photos in Denver.
It was 10+ full days worth of work for me and partner Clara, going around the city to photograph everything. $100s of money spent in attraction admission fees, gas, parking.
Now Google just gets to extract all that value?
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Ok, this is getting pretty ridiculous - the HCU classifier is so brutal that Google will go so far as to attribute his original photos to spam sites instead of just sending the clicks to his domain
Google said the March update would reduce spam by 40 percent. Instead, it's misattributing photos and articles all over the internet, and pointing them to pure spam sites.
I found dozens of cases on Google image search where the algorithm literally can't understand what domain
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Just my opinion, but every blogger really should start a folder or doc called “Google Copyright Theft” 🗂️
Every time you see SGE or search features regurgitating your content, take a screenshot and save it there
Show the full screen - including URL, search box & date/time on
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If no one recovers from the HCU, what is the lesson you think site owners will take from that?
Currently, seeing ZERO recoveries from the Sep '23 Google helpful content update but the March 2024 core update is not done yet.
@glenngabe
shared his data, not one recovered yet. Plus, I haven't seen any claims of recoveries yet. more via
@searchliaison
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Someone should tell
@sundarpichai
that fair use is an affirmative defense
He just said in The Verge interview that "there is a case for fair use"
Well guess what?
You're the one who has to make that case buddy!
As an affirmative defense, the burden of proof falls on the
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“My content is good enough to scrape and summarize,”
@Jake_Boly
said.
“But it’s not good enough to show in your normal search results, which is how I make money and stay afloat.”
Everyone who watches Google I/O should read & share this fantastic
@washingtonpost
piece👇
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Better question: will Google pay the creators it trained its AI on?
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So John & Martin found the time to make core update pierogi jokes in Poland, but couldn't mention the March update was over?
This after folks like
@glenngabe
,
@lilyraynyc
&
@rustybrick
put so much effort in this past week writing & working under the assumption the update was
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Google is far kinder to sites that get manual actions than it is to sites that get the HCU classifier
At least with a manual action there is a process, communication, and hope ....
Google has lifted some of the manual actions over site reputation abuse policy pretty quickly as
@glenngabe
documented - more at
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Every time I tweet about the HCU it goes viral, but I wish more of y’all would listen to the part where I say you should be building elsewhere and not waiting for Google to change its mind about your sites
I don’t have the answers. And I know it’s hard. But I do think the
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Google showed a plagiarized AI Overview at I/O 😮
Google CEO
@sundarpichai
was just confronted with an SGE plagiarism example in his interview with
@reckless
His response?
Basically, he implied it was just a one-off gotcha example
But how does he explain this example
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FYI, Travel Lemming still bans AI content.
Content by humans, for humans. That’s the ticket.
Google may have changed, but we haven’t.
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💔 If you read one thing today, read this this heartfelt & heartbreaking post from Brandon
👉 But don't just read it - let's amplify his voice by sharing & commenting (kindly, please)
I have SO much respect for Retro Dodo as a website. It takes incredible courage, effort &
It's a truly sad time for anyone that creates content that relies on Google.
@retro_dodo
is unfortunately on the brink of collapse because of recent changes to search results.
Google is throwing their creators under the bus, in broad day light at scale.
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Another great write up in the Washington Post about the legal liabilities Google is taking on with SGE
Is it going to take Google's AI Overview answers literally killing people to stop this madness?
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The Reddit-Google collusion has been obvious to me for a very long time.
I say this not because I’m looking for a pat on the back.
What I want is for more people to WAKE UP and smell the monopolistic practices still at play in the HCU/“hidden gems” updates!
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❤️ Google still LOVES parasites❤️
The forbidden love goes so deep that Google has been ranking a 404'ed page for 2 weeks -- even today, after its promised May 5th parasite purge!
Remember this parasite on the Miami Herald?
Yep, STILL ranking
#4
for "things to do in Puerto
Except if Google was really serious about addressing parasites, why is that ridiculous AI-written, sex-app promoting, Miami Herald parasite still ranking for "places to visit in Puerto Rico" a full FIVE MONTHS after
@searchliaison
promised to "pass it on"?
Here is the thread:
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This is what the above-the-fold at publications that benefited from the HCU generally looks like.
Still think the HCU is about ads?
FWIW, we cut ads by half Oct 1st -- and it's done absolutely nothing for us except make it harder to invest in our (ongoing) content overhaul
Would you consider Rolling Stone's article on air purifiers helpful or created with Expertise?
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Honestly, I wish folks could see inside some of the blogger Facebook groups I'm in.
Many of the posts are 10x more heartbreaking than the stories posted here on X.
This is the real world impact of Google's relentless Helpful Content Update.
Independent publishers being gutted of six figures+ of income.
Letting writers go.
Cutting staff.
This needs to be a bigger story.
Google owes these publishers an explanation.
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One of Google’s biggest legal & PR arguments against being regulated as a monopoly has always been the idea that it supports independent publishers & a thriving open web
Remember that when people critique site owners who are voicing their frustrations with the monopolist
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How can Google be treated as unbiased about forum content?
2/3rds of the forum content they show is now under contract with Google for training their AI
Source:
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FFS leave my site alone SEOs.
I'm NOT here to be a specimen to be put under an SEO microscope. And I'm definitely not here to help you sell your course/services/app.
I'm so tired of getting used as an example to drive clicks, views, and course sales.
I'm so tired of that
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My X feed is really pulling me in 2 directions on the whole site reputation abuse update:
On the one hand:
-Google shouldn't be censoring publications
-Google shouldn't dictate publishers' business models
-Google should just rank the most helpful page
But on the other hand,
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Remember this next time someone tells you that real businesses don't complain about Google
And, folks, please don't feed the trolls who are rage-baiting you to sell their services. Mute or block and move on
Barry Diller emails Google exec
December 12, 2019
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Creators & copyright holders must stand together against corporate AI theft
Support those in front of you
Represent those behind you
Those suffering most acutely & most immediately are at the front
You should recognize that & support them because you could be next
The
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💬 Don't speak Googlish?
Let me translate Google's latest blog post, titled "AI Overviews: About last week"
What Google said: "AI Overviews as a jumping off point to visit web content, and we see that the clicks to webpages are higher quality — people are more likely to stay
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They are doing this across all travel searches - unbranded and branded alike.
Example: "Mexico Travel Tips" - they have an AI answer & also a rich result that basically just re-creates an entire blog post, including our stolen photos.
Again, I am IN that Mexico packing photo!
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Among the many batshit things about AI Overviews, they change each time and so are hard to replicate or fact check
Which means Google has created the absolutely perfect ecosystem for disinformation — including that about its own product 🤦♂️
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They may have avoided a jury, but Google just got DENIED in its last ditch effort to avoid a trial in the adtech monopoly case
LFG ⚖️
🚨 NEW: Big win for
@TheJusticeDept
in its monopoly case against
@Google
's adtech business.
The judge ✨proactively✨ denied Google's motion for a summary judgment and kicked out one of their irrelevant witnesses. They are not here for Google's drama. 💅
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Except if Google was really serious about addressing parasites, why is that ridiculous AI-written, sex-app promoting, Miami Herald parasite still ranking for "places to visit in Puerto Rico" a full FIVE MONTHS after
@searchliaison
promised to "pass it on"?
Here is the thread:
I've also shared how a number of parasite SEO sites have tanked over the past year or so. Whether it's the March core update, or what's coming on May 5, Google is definitely working to address that (and close loopholes). The next few weeks will be very interesting with both
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Why is Google so afraid of letting the spammers know how to make helpful content? 🤔
If Google could actually tell what is helpful, tipping spammers off would not be a concern
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Here's your definitive proof that much of the SEO industry is way too cozy with Google 👇👇
I don't have time to respond to all the nonsense in this screed by a Search Engine Land columnist, but I'll make a few points:
1) I did not attack
@rustybrick
. That's simply false. The
So,
@natejhake
swings in making a bunch of bad assumptions and then declares everyone "unethical" and ignorant about ethics. There's a number of reasons his take is wrong - read below to see:
👉 He ignorantly declares Barry Schwartz's company as "owned" by Danny Sullivan. That's
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Own Google stock?
🗳️ Be sure to vote against
@sundarpichai
, who is running $GOOGL search into the ground, inflating investor expectations around AI & destroying the open web along the way
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Long but worth a read (and re-tweet) about how Google is killing the incentive for originality
This exact thing happens to us a lot. Like that Miami Herald "places to visit in Puerto Rico" parasite that clearly used AI to spin our local writer's unique recs. Search Liaison
So, here's the problem I'm seeing with the current theories on the HCU. And anyone can feel free to jump in and correct me -
Every topic has a certain amount of "known" information about it. And for this example, let's just say that up until this point, all sites on the Internet
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Get ready for your blood to boil 😡
House Fresh just released another fantastic deep dive into how Google is killing the open web
Go read & re-tweet this piece by
@ichbinGisele
now
Last February, we sounded the alarm about Google killing independent sites.
Since then, we lost 91% of traffic from Google.
It’s no longer just big media sites getting pushed to the top. Now we're drowning in Google Shopping product listings.
NEW:
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@searchliaison
@Okayy_Dan
@MorganOMedia
But we haven't we seen even 1 clear recovery from the Sept HCU. It's been 5 months.
Some of us site owners are trying to keep our teams employed while we work hard to meet these invisible, inconsistently-applied, & seemingly-arbitrary standards for "helpful" content.
If
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I'm trying to keep it humorous because it's the only way to keep from crying these days. But it's just evil what Google is doing, though. Like a vampire sucking the last blood out of the open web.
@glenngabe
Meanwhile, my site about Philadelphia where I have lived for 20 years has been reduced to nothing with HCU.
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SO much AI slop trending on Facebook. Start a new account & see for yourself🤦♂️
This is the future of the Internet that Silicon Valley wants to shove down our throats with AI ...
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Hey SEO gurus - want to help out creators in this critical moment?
Make some helpful explanatory guides on noindexing only Google (and not other search engines)
Also how to navigate the no snippet preview thing (to control what SGE displays)
Creators need simple instructions
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Did Google think we wouldn't figure it out?🤔
Let Google do the googling for you, with ads that answer.
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This is a must read analyzing leaked Google Search docs. It's super technical & a lot went over my head. But these were my 3 takeaways:
1) Google lies
2) Google lies even more
3) "Google may be torching small sites on purpose"
Ok, let's get this party started!
A couple weeks ago I said I was publishing the most important thing I ever wrote. I was wrong.
Documentation related to the Google Search algorithm leaked and I spent the weekend tearing it apart.
✌🏾
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I’m impressed by Jake for having the courage to speak up. His site is legit & unfairly hit by Google
Many similar legit site owners have privately messaged me. I will of course hold in confidence anyone who wants to connect privately
But I hope more will decide to speak up!
Trying to figure out exactly how to improve the site/content further has been a little frustrating because I don't know why the site got hit so hard in the first place.
Content gets comments, I have an active community, and I try to keep everything in-house for consistency.
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In case anyone was wondering, this AI-written travel "blog" is still ranks
#1
for loads of travel safety keywords
hElPfUl CoNtEnT
If so many sites are losing traffic, where is it going? 🤔
One answer: sites like motherearthtravel(.)com
Meet the Internet's new
#1
source for helping people deciding where it is and isn't safe to travel abroad!
There's something ... interesting ... about this site huh?
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Hmmm … what happened in September 2023 on Google? 🤔🤔🤔
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@glenngabe
Web publishing is also hard. Yet imperfect publications get slapped with the HCU and put on a total blacklist.
Danny & John are good people. But I’m pretty sure their paychecks are still cashing
Meanwhile, many publisher livelihoods have been destroyed. The same publishers
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So does this mean AI companies are training on the Internet Archive?
If so, doesn’t this undermine the whole idea that publishers can exert control via robots.txt directives (e.g., blocking Google-Extended)?
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Glad to see the FTC is investigating the Google-Reddit deal 👏👏
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This site is filled with fantastic original photos & authentic first-hand experience
Another example of Google destroying livelihoods of creators who followed their “by people, for people” & EEAT guidance
@searchliaison
@dannysullivan
my site has been decimated by the Sept HCU and even worse now. I look at the content that is now ranking above me, I just don’t get how my site could have fell so low. I write detailed travel guides. Is there even a chance of recovery?
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@searchliaison
@tonythill
@andoreiatravels
@nichepursuits
Thank you. Example: Things to do in Seattle. This Reddit thread has been in top 5 for over a month, pushing our guide way down. Hard to see how telling people to take fentanyl and engage in lewd acts is more helpful than an original guide by a local.
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They aren't even trying to hide it. Google is the publisher now.
Let Google do the googling for you, with ads that answer.
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“It’s insane to me that Google’s main product is search … and they completely changed this product, forced it on everyone, and for its core purpose it’s messing up time and time again”.
Funny discussion about Google’s AI Overviews starts around minute 23 ▶️
New Episode! - Don’t Ask Google's AI for Advice!
🎥:
🎧 :
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Jarvis was illegally trained on bloggers content
Now they want to replace bloggers with Jarvis
And they want to gaslight you into thinking it was YOUR fault
Regarding the big news from yesterday about Google potentially charging for AI features in Search, I've been extremely vocal that we are headed towards Jarvis (an AI assistant that knows everything about you and provides answers to all of your questions). And when that happens,
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