Episode 105: Google Stopped Paying for the Labels
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Episode 105: Google Stopped Paying for the Labels
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For about a decade, your website and Google had a deal: describe your business in a machine-readable format, and Google decorates your listing—stars, question boxes, extra height on the page. Since 2023, Google has been taking those decorations back, one at a time, and nobody got penalized. The reward just stopped showing up, and the line item didn’t.
In this episode, Jeff answers the question, "Why are we still doing this?" and how it is the wrong question. The audience for that work changed — from a human scanning a results page to a machine composing an answer — and most companies never noticed, because decorating and describing looked identical on a monthly report.
He offers one test to tell them apart, one question to ask whoever runs your marketing, and two self-audit questions for the week.