Google’s “Page Annotations,” feature is sparking interest and stirring conversations all over the digital world. Aimed at giving users even more insightful context, this feature gently adds clickable links on websites, guiding users directly to Google’s search results. 

While marketed as a user-friendly enhancement, it has been criticized for hijacking website traffic and undermining creators’ hard work.

What Are Page Annotations?

Page Annotations is a feature being tested within the Google App on iOS devices. By extracting “interesting entities” from web pages, Google overlays these with highlighted links. A user clicking on such a link is directed to an in-app tray displaying Google’s search results for the entity. 

Though Google insists users can swipe back to the original page, many industry experts and website owners argue that these annotations fundamentally alter user behavior, leading visitors away from the host website.

Barry Schwartz highlighted this issue in a detailed analysis. “Imagine this you work hard to bring visitors to your website only to have Google quietly slip in their own links redirecting your audience back to their search results,” he said. He called this move “devastating for creators.”

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Why Is Google Doing This?

Page Annotations is yet another strategy by Google to bolster its search traffic. The more searches performed, the higher the likelihood of ad engagement and the greater Google’s revenue. 

Experts like Schwartz point out that this approach prioritizes Google’s profits over the interests of website owners and creators, whose revenue depends on retaining visitors.

Anthony Higman, another industry expert, demonstrated how these annotations work in real-time. His findings showed that users often move away from the original site entirely, despite Google’s claim that the overlay does not lead users away.

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

The Impact on Website Owners

For content creators and site owners, Page Annotations pose a significant challenge. Traffic is the lifeblood of any online platform, directly tied to advertising revenue, user engagement, and overall visibility. By redirecting users, Google disrupts this delicate ecosystem.

This feature also has implications for user trust. Visitors might mistakenly attribute the annotations to the host website, not realizing they are Google’s additions. This can create confusion and dilute the authenticity of the original content.

A Pattern of Behavior?

Google has faced similar criticisms in the past. From prioritizing its services in search results to controversial ad placements, the company has a history of blurring the lines between enhancing user experience and leveraging its dominance to benefit financially.

Page Annotations seems to be the latest iteration of this trend, underscoring the ongoing tension between Google’s business model and the open web ecosystem.

Barry Schwartz recalls previous instances where Google introduced similar features, such as ad formats embedded within search results. These instances were met with resistance, yet they highlight a consistent pattern in Google’s approach to integrating its services deeply into the web experience.

Can You Opt Out?

The good news for website owners is that Google provides an opt-out mechanism. However, the process is far from seamless. 

Here’s how it works:

Submit a Form: Website owners must complete an official Google form to request exclusion from Page Annotations.

Wait for Approval: Google’s response time can take up to 30 days, during which annotations remain active.

Monitor Results: Even after opting out, website owners are advised to keep an eye on user analytics to ensure compliance.

While this opt-out option exists, critics argue that the burden should not fall on website owners to counteract a feature they never consented to in the first place.

Have you opted out of Google’s Page Annotations “feature”? Learn more about this in @rustybrick‘s latest video. Includes a link to the https://t.co/lWaaV1HVyG petition created by @gregfinn (which you might want to sign) https://t.co/FSwB5cnxqE pic.twitter.com/jX5iyXcaKe

— Glenn Gabe (@glenngabe) December 28, 2024

Confirmation from Glenn Gabe

Glenn Gabe tested the opt-out process and reported on X that it successfully deactivated page annotations on his site within approximately 3.5 weeks.

The opt-out form does work! -> A quick update about Google’s Page Annotations test (where Google is injecting links into publisher content via the Google Search App). About 3.5 weeks after opting out via Google’s form, my site is finally NOT showing annotations.

Big thanks to… pic.twitter.com/egBxPaeVn3

— Glenn Gabe (@glenngabe) January 22, 2025

Community Backlash and Collective Action

The digital community has not taken this development lightly. Marketing O’Clock, an influential digital marketing platform, launched a Change.org petition urging Google to reconsider the rollout of Page Annotations. 

The petition argues that this practice “undermines the integrity of the web” and disproportionately impacts smaller creators who rely on consistent traffic to survive.

In forums and social media discussions, many users have echoed these sentiments, calling for greater transparency and accountability from Google. “Once a user is on my site, let them stay there,” said one disgruntled publisher.

Practical Advice for Website Owners

If you’re a website owner concerned about the implications of Page Annotations, here are actionable steps to protect your site:

Opt Out Immediately: Fill out Google’s opt-out form to disable the feature for your website.

Engage Your Audience: Provide valuable, context-rich content that reduces users’ reliance on external links for additional information.

Leverage Analytics: Monitor your site’s traffic to identify any unusual patterns that could indicate the presence of annotations.

Join the Movement: Add your voice to petitions and discussions advocating for a more equitable digital ecosystem.

What Lies Ahead?

As Google continues to test Page Annotations, the feature’s future remains uncertain. The backlash from creators and digital marketers could compel Google to refine or even abandon the concept. 

However, if the feature gains traction, it could signal a shift in how search engines interact with the web, with implications for creators and users alike.

For now, the onus is on website owners to adapt and advocate. As one industry expert put it, “The fight for a fair and open web isn’t over.”

Key Takeaways

• Google’s Page Annotations redirect users from websites to search results, raising concerns about traffic and revenue loss.
• The feature overlays clickable links on websites, leading to in-app Google search results.
• Critics argue this practice prioritizes Google’s interests over web creators’ rights.
• An opt-out option exists but involves a cumbersome process.
• Collective action and increased awareness are essential to holding Google accountable.