How Google eats a business whole

Adrianne Jeffries writes about the experience of CelebrityNetWorth.com with Google’s Featured Snippets.

“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. When is Easter? Who won The Voice? Can you give a dog sushi?…

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. “Comparing January 2016 (a full month where they had not yet scraped our content) to January 2017, our traffic is down 65 percent….”

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