This is of course absurd with all the speed of search and efficiencies Google has brought to our modern lives, but is it? For decades, Google has been rewarding web pages with higher ranks for forcing you to spend more time and click more buttons to get what you wanted before you leave the site.
This has given rise to some of the ubiquitous and annoying web trends throughout history.
Endless slide shows, recipes that only come after clicking buttons and scrolling to the end of what I can only assume is the author’s life biography and the complete unabridged history of this particular recipe are in opposition to a successful interaction. The proof in the pudding shows an exasperated shopper standing in the baking aisle for 5 minutes, endlessly scrolling through just to see if they need baking soda or baking powder. Another user surfs and scrolls through a gauntlet of unnecessarily garrulous content just to get a simple answer to a question.
When I tell my clients the minimum word volume is 500 words, with 1500 words as best practice on a landing page, they glaze over. They balk and say, who is going to read that?!? No one, I explain, just Google. It’s for SEO. No human wants to read that volume, but Google does, and if we want your media to reach human eyes we must first please the algorithm.
Google, you are hurting us with your endless maze of SEO tricks, through 1000 paper cuts into our time and our efficiency.
So much weight is put onto time spent on the page, it’s become an obstacle to actual function. The best websites I visit are the ones I leave with the highest bounce rate because They serve me what I need and send me on my way. Can we start rewarding that? I know you are capable of doing this without rewarding high bounce spam pages. I know this is a possibility. No, go get your most promising Googlers to fix this mess
Yours in frustration,
Tired of scrolling