• Search Engine Land
  • Sections
    • SEO
    • SEM
    • Local
    • Retail
    • Google
    • Bing
    • Social
    • Resources
    • More
    • Home
  • Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • Live
  • More
  • Events
  • SUBSCRIBE

Search Engine Land

Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • More
  • Newsletters
  • Home
SEO

Tweet Showing How Google Itself Is A “Scraper Site” Goes Massively Viral

Perhaps it’s SEO’s “Oreo moment,” a tweet relating to search engine optimization that’s gained nearly as much attention as Oreo’s famous Super Bowl blackout tweet. But the subject was a perfect storm of goodness — a real-life example of Google doing the type of thing in search it seems to be telling others not to […]

Danny Sullivan on February 28, 2014 at 2:06 pm
  • More

what_is_a_scraper_site_-_Google_Search-9

Perhaps it’s SEO’s “Oreo moment,” a tweet relating to search engine optimization that’s gained nearly as much attention as Oreo’s famous Super Bowl blackout tweet. But the subject was a perfect storm of goodness — a real-life example of Google doing the type of thing in search it seems to be telling others not to do.

Yesterday, the head of Google’s web spam team Matt Cutts announced a new Google Scraper Report for publishers to use if they see a site that has copied or “scraped” its content and which outranks the publisher in Google searches.

That quickly brought up a number of people joking in various places about how Google itself borrows content from other sites to make the direct answers it displays in its own search results. But, no joke hit it as right as that from digital marketer Dan Barker on Twitter, who tweeted back to Cutts:

.@mattcutts I think I have spotted one, Matt. Note the similarities in the content text: pic.twitter.com/uHux3rK57f

— dan barker (@danbarker) February 27, 2014

It was super clever. Barker did a search for what is a scraper site, which brought up Google’s own web definition at the top of the results. And that definition technically outranks the original source of the content, Wikipedia, which comes right below.

Google does link to Wikipedia in its excerpt, which is in keeping with how its other search results work and generally on the right side of the law, when these things have been challenged in various places. And by scraper site, Google’s really talking about sites that wholescale copy all of someone’s content, rather than aiming for a fair use excerpt.

But still, as Google has increased the amount of web definitions, direct answers and Knowledge Graph box answers that are drawn from the content of other sites, the tensions have been rising.

With regular search listings, Google typically showed enough information for a searcher to decide if they want to visit a website and, if so, they’d click through. But the changes over the past few years (which Bing also does) have been to provide actual answers drawn from sites, so that there’s no need to click through.

It’s a difficult balancing act, because there are good reasons why it makes more sense for Google (or Bing) to just show the direct answer of something, rather than having dozens of sites all fight to be number one for “What time is the Super Bowl,” as they do.

But, it’s also a fundamental change to the unwritten contract between search engines and publishers — that yes, search engines can build their “content” on the back of publisher content, but only if there’s a fair exchange of traffic.

Barker’s tweet is perhaps the biggest sign ever that publishers are feeling like the balancing act is tipping too much into Google’s side. I’ve never, in 18 years writing about search, seen such a response like this. Last year’s Oreo tweet, when the Super Bowl had a blackout, was a darling example of huge engagement.

That tweet, associated with a prime time event, has about 16,000 retweets as of today, over a year later. Barker’s tweet, not associated with any major sporting event and about an issue that’s usually only of concern to SEOs, is over 14,000 tweets as I write this — and over 12,000 favorites.

Wow.



About The Author

Danny Sullivan
Danny Sullivan was a journalist and analyst who covered the digital and search marketing space from 1996 through 2017. He was also a cofounder of Third Door Media, which publishes Search Engine Land, Marketing Land, MarTech Today and produces the SMX: Search Marketing Expo and MarTech events. He retired from journalism and Third Door Media in June 2017. You can learn more about him on his personal site & blog He can also be found on Facebook and Twitter.

Related Topics

Channel: SEOFeatures: AnalysisGoogle: CriticsGoogle: Knowledge GraphGoogle: SEOLegal: CopyrightLegal: Crawling & IndexingSearch Features: Direct AnswersSEM Industry

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter search marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Lorem ipsum doler this is promo text about SMX events.

Available On-Demand: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

Discover actionable tactics that can help you overcome crucial marketing challenges. Our next conference will be held:

Next Event: Sept. 14-15, 2021

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • Gartner Magic Quadrant for Digital Experience Platforms
  • Selecting a Customer Data Platform For Your Organization: The 2020 Gartner Market Guide
  • The Complete Guide to Web Core Vitals
  • The New Era of Automation in SEO
  • Nielsen Annual Marketing Report: Era of Adaptation
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $199

h
Receive daily search news and analysis.

Channels

  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social

Our Events

  • SMX
  • MarTech

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok