A Different View of That Google Search Leak
May 30, 2024
This essay is the work of a dinobaby. Unlike some folks, no smart software improved my native ineptness.
As a dinobaby, I can make observations that a person with two young children and a mortgage are not comfortable making. So buckle your seat belt and grab a couple of Prilosec. I don’t think the leak is a big deal. Let me provide some color.
This cartoon requires that you examine the information in “Authorities: Google Exec Died on Yacht after Upscale Prostitute Injected Him with Heroin.” The incident provides some insight into the ethical compass of one Google officer. Do others share that directionality? Thanks, MSFT Copilot. You unwittingly produced a good cartoon. Ho ho ho.
Many comments are zipping around about the thousands of pages of Google secret information are flying around. The “legend” of the leak is that Search API information became available. The “spark” which lit the current Google fire was this post: “An Anonymous Source Shared Thousands of Leaked Google Search API Documents with Me; Everyone in SEO Should See Them.” (FYI: The leaker is an entity using the handle “Erfan Azimi.”)
That write up says:
This documentation doesn’t show things like the weight of particular elements in the search ranking algorithm, nor does it prove which elements are used in the ranking systems. But, it does show incredible details about data Google collects.
If you want more of this SEO stuff, have at it. I think the information is almost useless. Do Googler’s follow procedures? Think about your answer for a company that operates essentially without meaningful controls. Here’s my view which means it is time to gulp those tabs.
First, the entire SEO game helps Google sell online advertising. Once the SEO push fails to return results to the client of the SEO expert, Google allows these experts to push Google ads on their customer. Why? Pay Google money and the advertiser will get traffic. How does this work? Well, money talks, and Google search experts deliver clicks.
Second, the core of Google is now surrounded by wrappers. The thousands of words in the leak record the stuff essentially unmanaged Googlers do to fill time. After 25 years, the old ideas (some of which were derived from the CLEVER method for which Jon Kleinberg deserves credit.) have been like a pretty good organic chicken swathed in hundreds of layers of increasingly crappy plastic wrap. With the appropriate source of illumination, one can discern the chicken beneath the halogenated wrap, but the chicken looks darned awful. Do you want to eat the chicken? Answer: Probably no more than I want to eat a pizza with non-toxic glue in the cheese.
Third, the senior management of the Google is divorced from the old-fashioned idea of typing a couple of words and getting results which are supposed to be germane to the query. When Boolean logic was part of the search game, search was about 60 percent effective. Thus, it seemed logical over the years to provide training wheels and expand the query against which ads could be sold. Now the game is just to sell ads because the query is relaxed, extended, and mostly useless except for a narrow class of search strings. (Use Google dorks and get some useful stuff.)
Okay, what are the implications of these three observations? Grab another Prilosec, please.
First, Google has to make more and more money because its costs are quite difficult to control. With cost control out of reach, the company’s “leadership” must focus on extracting cash from “users.” (Customers is not the right word for those in the Google datasphere.) The CFO is looking for her future elsewhere. The key point is that her future is not at the Google, its black maw hungry for cash, and the costs of keeping the lights on. Burn rate is not a problem just for start ups, folks.
Second, Google’s senior management is not focused on search no matter what the PR says. The company’s senior leader is a consultant, a smooth talking wordsmith, and a neutral personality to the outside world. As a result, the problems of software wrappers and even the incredible missteps with smart software are faint sounds coming from the other side of a sound-proofed room in a crazy college dormitory. Consultants consult. That’s what Google’s management team does. The “officers” have to figure out how to implement. Then those who do the work find themselves in a cloud of confusion. I did a blog essay about one of Google’s odd ball methods for delivering “minimum viable products”. The process has a name, but I have forgotten it, just like those working on Google’s “innovative” products which are difficult for me to name even after the mind-numbing Google I/O. Everything is fuzzy and illuminated by flickering Red Alert and Yellow Alert lights.
Third, Google has been trying to diversify its revenue stream for decades. After much time and effort, online advertising is darned close to 70 percent of the firm’s revenue. The numerous venture capital initiatives, the usually crazy skunk works often named X or a term from a weird union of a humanoid and a piece of hardware have delivered what? The Glasshole? The life-sized board game? The Transformic Inc.s’ data structure? Dr. Guha’s semantic technology? Yeah, failures because the revenue contributed is negligible. The idea of innovation at Google from the Backrub in the dorm has been derivative, imitative, and in the case of online advertising methods something for which Google paid some big bucks to Yahoo before the Google initial public offering. Google is not imitative; it is similar to a high school science club with an art teacher in charge. Google is clever and was quick moving. The company was fearless and was among the first to use academic ideas in its commercial search and advertising business until it did not. We are in the did not phase. Think about that when you put on a Google T shirt.
Finally, the company lacks the practical expertise to keep its 155,000 (estimated to be dropping at a cadence) full-time equivalents on the reservation. Where did the leaked but largely irrelevant documents originate? Not Mr. Fishkin: He was the lucky recipient of information from Mr. Ezimi. Where did he get the documents? I am waiting for an answer, Mr. Ezimi. Answer carefully because possession of such documents might be something of interest to some government authorities. The leak is just one example of a company which cannot coordinate information in a peer-reviewed journal paper. Remember the stochastic parrot? If not, run a query and look at what Google outputs from its smart software. And the protests? Yeah, thanks for screwing up traffic and my ability to grab a quick coffee at Philz when the Googlers are milling around with signs. Common sense seems in short supply.
So what?
For those who want search traffic, buy advertising. Plan to spend a minimum of $20,000 per month to get some action. If you cannot afford it, you need to put your thinking cap in a USB C socket and get some marketing ideas. Web search is not going to deliver those eyeballs. My local body shop owner asked me, “What can I do to get more visibility for my Google Local listing?” I said, “Pay a friend to post about your business in Nextdoor.com, get some customers to post about your dent removal prowess on Facebook, and pay some high school kid to spend some time making before and after pictures for Instagram. Pay the teen to make a TikTok video of a happy customer.” Note that I did not mention Google. It doesn’t deliver for local outfits.
Now you can kick back and enumerate the reasons why my view of Google is wrong, crazy, or out of touch. Feel free to criticize. I am a dinobaby; I consulted for a certain big time search engine; I consulted for venture firms investing in search; and I worked on some Fancy Dan systems. But my experience does not matter. I am a dinobaby, and I don’t care how other people find information. I pay several people to find information for me. I then review what those young wizards produce. Most of them don’t agree with me on some issues. That’s why I pay them. But this dinobaby’s views of Google are not designed to make them or you happy.
Net net: The image of Google to keep in mind is encapsulated in this article: Yacht Killing: Escort to Be Arraigned in Google Exec’s Heroin Death. Yep, Googlers are sporty. High school mentalities make mistakes, serious mistakes.
Stephen E Arnold, May 30, 2024
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