In a recent interview with Aleyda Solis, Google Search Liaison Danny Sullivan discussed the increasing prominence of user-generated content (UGC) in search results.
Explaining the motivation behind the shift, Sullivan cites a growing demand for UGC, and a rise of “terrible” content created by marketers.
Sullivan explained that, through surfacing UGC, Google aims to provide firsthand perspectives that complement traditional webpages.
He stated:
“It really is something that people are craving, and also part of the reason people are craving is because there’s just a lot of terrible content out there, and there’s a lot of terrible content out there that’s been generated through content marketing.”
Here’s more from Sullivan on Google’s shift toward surfacing more UGC in search results.
The Rise Of UGC In Search Results
Over the past year, there’s been an uptick in forum discussions, Reddit threads, and other types of UGC in Google’s search results.
This content often ranks high, sometimes even outranking established websites and brands.
According to Sullivan, Google is evolving to meet the needs and expectations of searchers:
“People are trying to get more authentic information they want to hear from other people with experiences they value that type of thing and we want to show it when it’s relevant or when we actually think it’s of good quality or that it will be helpful.”
Sullivan acknowledged the challenges of executing this UGC-forward approach:
“We’ll show UGC, and it’s not perfect, sometimes from forums, and it’s embarrassing, and there’s been no lack of people who will show us examples of that happening, and I’m sure that that will continue.”
Sullivan explained that the challenge is assessing the relevance and quality of user-generated content at scale.
The Value Of Niche Forums
Sullivan shared a personal anecdote to illustrate the value of UGC in search results.
When trying to solve an issue with his HVAC system, he came across a niche forum dedicated to his unit’s specific make and model.
Sullivan recounted:
“I ended up in this form just for people who have that car who were sharing, and then someone shared an entire thing on how they managed to do it, and I was like, this is amazing, and it was amazing content. I don’t know if you want to say it wasn’t expert content, but it certainly was experiential content that I found immensely helpful, and I don’t think I’m the only one and it wasn’t from a big giant Forum.”
UGC In Medical Searches
Sullivan touched on the concerns around UGC in medical-related searches, which has been the subject of much debate.
He stated:
“Anybody who’s ever actually suffered a medical ailment may find it’s really useful sometimes to be able to connect to other people who have that same ailment and understand what their experiences were like going through a treatment, or what their experiences were like dealing with an illness or how they’re coping with something.”