Google’s iOS App Inserts Its Own Links Into Webpages ⇥ seroundtable.com

Barry Schwartz, Search Engine Roundtable:

Google launched a new feature in the Google App for iOS named Page Annotation. When you are browsing a web page in the Google App native browser, Google can “extract interesting entities from the webpage and highlight them in line.” When you click on them, Google takes you to more search results.

This was announced nearly two weeks ago in a subtle forum post. If there was a press release, I cannot find it. It was only picked up by the press thanks to Schwartz’s November 21 article, but those stories were not published until just before the U.S. Thanksgiving long weekend, so this news was basically buried.

Google is now injecting “Page Annotations”, which are kind of like Skimlinks but with search results. The results from a tapped Page Annotation are loaded in a floating temporary sheet, so it is not like users are fully whisked away — but that is almost worse. In the illustration from Google, a person is apparently viewing a list of Japanese castles, into which Google has inserted a link on “Osaka Castle”. Tapping on an injected link will show Google’s standard search results, which are front-loaded with details about how to contact the castle, buy tickets, and see a map. All of those things would be done better in a view that cannot be accidentally swiped away.

Maybe, you are thinking, it would be helpful to easily trigger a search from some selected text, and that is fair. But the Google app already displays a toolbar with a search button when you highlight any text in this app.

Owners of web properties are only able to opt out by completing a Google Form, but you must be signed into the same Google account you use for Search Console. Also, if a property is accessible at multiple URLs — for example, http and https, or www and non-prefixed — you must include each variation separately.

For Google to believe it has the right to inject itself into third-party websites is pure arrogance, yet it is nothing new for the company. It has long approached the web as its own platform over which it has control and ownership. It overlays dialogs without permission; it invented a proprietary fork of HTML and it pushed its adoption for years. It can only do these things because it has control over how people use the web.