AMP'd Up for Recaptcha
Beyond search Google controls the leading distributed ad network, the leading mobile OS, the leading web browser, the leading email client, the leading web analytics platform, the leading free video hosting site.
They win a lot.
And they take winnings from one market & leverage them into manipulating adjacent markets.
Embrace. Extend. Extinguish.
Over time they have corrected some of these catastrophic deficiencies, but if it provided real value, they wouldn't have needed to force adoption with preferential placement in their search results. They force the bundling because AMP sucks.
Absurdity knows no bounds. Googlers suggest: "AMP isn’t another “channel” or “format” that’s somehow not the web. It’s not a SEO thing. It’s not a replacement for HTML. It’s a web component framework that can power your whole site. ... We, the AMP team, want AMP to become a natural choice for modern web development of content websites, and for you to choose AMP as framework because it genuinely makes you more productive."
Meanwhile some newspapers have about a dozen employees who work on re-formatting content for AMP.
Feeeeeel the productivity!
Some content types (particularly user generated content) can be unpredictable & circuitous. For many years forums websites would use keywords embedded in the search referral to highlight relevant parts of the page. Keyword (not provided) largely destroyed that & then it became a competitive feature for AMP: "If the Featured Snippet links to an AMP article, Google will sometimes automatically scroll users to that section and highlight the answer in orange."
That would perhaps be a single area where AMP was more efficient than the alternative. But it is only so because Google destroyed the alternative by stripping keyword referrers from search queries.
The power dynamics of AMP are ugly:
After enough publishers adopted AMP Google was able to turn their mobile app's homepage into an interactive news feed below the search box. And inside that news feed Google gets to distribute MOAR ads while 0% of the revenue from those ads find its way to the publishers whose content is used to make up the feed.
Appropriate appropriation. :D
Each additional layer of technical cruft is another cost center. Things that sound appealing at first blush may not be:
Anything that is easy to implement & widely marketed often has costs added to it in the future as the entity moves to monetize the service.
This is a private equity firm buying up multiple hosting control panels & then adjusting prices.
This is Google Maps drastically changing their API terms.
This is Facebook charging you for likes to build an audience, giving your competitors access to those likes as an addressable audience to advertise against, and then charging you once more to boost the reach of your posts.
This is Grubhub creating shadow websites on your behalf and charging you for every transaction created by the gravity of your brand.
Settling for the easiest option drives a lack of differentiation, embeds additional risk & once the dominant player has enough marketshare they'll change the terms on you.
Small gains in short term margins for massive increases in fragility.
The other big issue is platforms that run out of growth space in their core market may break integrations with adjacent service providers as each want to grow by eating the other's market.
Those who look at SaaS business models through the eyes of a seasoned investor will better understand how markets are likely to change:
Most platform companies are initially required to operate at low margins in order to buy growth of their category & own their category. Then when they are valued on that, they quickly need to jump across to adjacent markets to grow into the valuation:
Large platforms offering temporary subsidies to ensure they dominate their categories & companies like SoftBank spraying capital across the markets is causing massive shifts in valuations:
Circling back to Google's AMP, it has a cousin called Recaptcha.
About a month ago when logging into Bing Ads I saw recaptcha on the login page & couldn't believe they'd give Google control at that access point. I think they got rid of that, but lots of companies are perhaps shooting themselves in the foot through a combination of over-reliance on Google infrastructure AND sloppy implementation
Today when making a purchase on Fiverr, after converting, I got some of this action
That is called snatching defeat from the jaws of victory.
Pro tip: Ecommerce websites that see substandard conversion rates from using Recaptcha can boost their overall ecommerce revenue by buying more Google AdWords ads.
As more of the infrastructure stack is driven by AI software there is going to be a very real opportunity for many people to become deplatformed across the web on an utterly arbitrary basis. That tech companies like Facebook also want to create digital currencies on top of the leverage they already have only makes the proposition that much scarier.
If the tech platforms host copies of our sites, process the transactions & even create their own currencies, how will we know what level of value they are adding versus what they are extracting?
Who measures the measurer?
And when the economics turn negative, what will we do if we are hooked into an ecosystem we can't spend additional capital to get out of when things head south?
via SEO Book http://www.seobook.com
June 30, 2019 at 08:02PM