Anthony Higman, a prominent voice in digital marketing, recently ignited a firestorm of discussion with his pointed critique of a new Google feature.
In a series of tweets, Higman shed light on what he terms “fake links,” a Google experiment that redirects users back to search engine results pages (SERPs) from websites.
This feature highlights specific text on a webpage and opens a new SERP in an overlay within the same page.
According to Higman, the move raises significant questions about Google’s intentions and potential impacts on digital marketing.
Just Spotted! Googles New Fake Links On Websites That Take You To A New Google Search!
JUST Saw This On A Search Engine Roundtable Article. It Highlights The Text And Then A New SERP Pops Up Inside The Page.
This Along With Other Moves Keeps Making Me Think That They Are Doing… pic.twitter.com/x9n6N57Pwn
— Anthony Higman (@AnthonyHigman) November 27, 2024
What Are These “Fake Links”?
Higman first spotted this phenomenon on a Search Engine Roundtable article.
Phrases such as “Google Ads” within the article were converted into clickable links that redirected him—not to helpful information, but back to Google’s search results. Worse, the text was visually highlighted, drawing extra attention to these links.
He provided another example, where every mention of “Google Ads”—six times on one page—was turned into one of these fake links.
On this digital marketing website (get response , com) they are linking back out to a new Google SERP on EVERY mention of Google Ads on this entire page. There were 6 new fake Google links back to Google here.
Im also EXTREMELY curious as to if they are going to put these on… pic.twitter.com/5GiGwFhcuD
— Anthony Higman (@AnthonyHigman) November 27, 2024
Higman recorded his findings in a video, emphasizing how these links seem to funnel users back into Google’s ecosystem instead of allowing them to explore external content.
Why Is This Causing Controversy?
Higman was clear in his criticism, calling the feature intrusive and disruptive for users. He called out Google for what he believes is a blatant attempt to inflate search engagement metrics.
According to him, this feature may signal deeper issues within the company, such as stagnating query growth. By encouraging more search activity from already-engaged users, Google could artificially boost its stats while making web browsing less user-friendly.
He also raised a chilling possibility: what if these links start appearing on websites linked to Google Ads campaigns? This would mean advertisers are paying to drive traffic, only for their visitors to be redirected to unrelated SERPs. Higman called such a scenario “super messed up,” and few would disagree.
How Does It Impact Users and Website Owners?
This feature could cause problems for several groups, including:
Users
For regular web users, the experience is confusing. Imagine reading an article and encountering highlighted text that looks like a link to more information—but clicking it only takes you back to Google Search. This disrupts the natural flow of browsing and undermines the trust users place in web pages.
Marketers and Advertisers
Marketers have reason to worry. If Google deploys this experiment broadly, it could reduce the return on investment (ROI) for paid ads. For instance, a potential customer clicks on a Google ad, lands on your site, and then gets distracted by these links leading back to Google. This harms your conversion rates and wastes your ad budget.
Website Owners
This feature interferes with content integrity for site owners. Visitors may mistakenly believe that the highlighted links were added by the site itself, damaging trust and credibility. Publishers who rely on retaining readers could see engagement plummet as these links funnel users away.
Why Is Google Doing This?
Higman’s theory revolves around query growth or the lack thereof. Google dominates the search engine market, but how do they sustain that dominance when new users aren’t joining the web at the same pace?
One potential solution is to find ways to keep existing users engaged within Google’s ecosystem. Features like these “fake links” could be an effort to make users perform more searches, even if those searches aren’t organic.
This experiment also aligns with Google’s broader trend of prioritizing its ecosystem over the open web. From zero-click searches to AMP pages, Google has repeatedly rolled out features designed to keep users from leaving their platform.
While these initiatives benefit Google, they often spark pushback from competitors, regulators, and even users.
What Could Happen Next?
Here are some possibilities:
Google Walks It Back: If feedback is overwhelmingly negative, Google might abandon the experiment. After all, user satisfaction is key to the company’s long-term success.
Broad Rollout: If successful, these fake links could be rolled out across more sites, reshaping how users interact with web content.
Regulatory Blowback: With antitrust regulators already monitoring Google, this feature could become a fresh target. Governments may question whether it unfairly stifles competition.
Adaptation by Marketers: If the feature persists, marketers and site owners may have to rethink strategies, focusing on content and ads that counteract Google’s influence over user behavior.
What Should You Do Now?
For marketers, advertisers, and webmasters, here are some actionable steps:
Audit Your Content: Check if Google’s experiment is impacting your site. Monitor how highlighted text and fake links influence user behavior.
Optimize Landing Pages: Ensure your landing pages are engaging enough to minimize the impact of users clicking back to Google.
Diversify Platforms: Consider reducing dependence on Google Ads and exploring alternatives like Bing, social media platforms, or direct partnerships.
Educate Your Audience: Be transparent with visitors about any unusual behavior they might encounter. Clear communication builds trust.
Join the Conversation: Engage in industry discussions and advocate for fair practices. The more voices Google hears, the likelier it is to reconsider.
Key Takeaways
- Google is testing “fake links” that redirect users to SERPs from web pages.
- The feature could confuse users, disrupt marketing, and erode trust.
- Critics like Anthony Higman view it as an attempt to inflate search metrics.
- Similar moves in the past have led to regulatory scrutiny of Google’s practices.
- Marketers and site owners must adapt and advocate for a fairer digital landscape.
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.