Google’s carousel of discussions and forums in search results has raised concerns among SEO professionals, who fear that the prominence of forum content could lead to misinformation and scams.
Google search manager Danny Sullivan has acknowledged the issue and said feedback has been sent for further evaluation.
Sullivan also addressed the broader concern about the forum’s content, noting that while some may not like it, many users appreciate it and actively seek it out.
This article explores the implications of the new carousel and its potential opportunities and challenges.
Concerns raised about forum content in search results
The introduction of the discussion and forum carousel has led some to question Google’s commitment to providing reliable information.
Lily Ray, a prominent figure in the SEO community, raised this issue on Twitter, stating, “Isn’t this a little dangerous for Google?”
Serious question for you @searchliaison:
For over 6 years, and throughout the QRG, Google has shared that YMYL queries, presumably like “weight loss”, require the highest levels of EEAT. For over 6 years, we’ve seen places like the CDC and Harvard rank prominently for these… pic.twitter.com/7fpoUOKANO
— Lily Ray 😏 (@lilyraynyc) April 3, 2024
He noted that Reddit, in particular, has been “overrun by spam and affiliate scammers.”
Answer from Google
In response, Sullivan explained that the carousel “pops up automatically if the systems think it might be relevant and useful.”
This unit appears automatically if the systems think it might be relevant and useful. It’s not like someone said “put it first for this particular query”, which I know you understand, but others reading this may not. That said, I can appreciate the concern and the problem, and I have…
— Google SearchLiaison (@searchliaison) April 3, 2024
However, some users rejected this explanation.
Twitter user @sc_kkw argued: “If they’re actively looking for it, let them. It’s a lot easier for a user to type ‘Reddit’ at the end of their search than it is for someone who doesn’t want the answers from forum sift through and find a reputable website now.”
Sullivan maintained that the goal is to display relevant content, whether it’s from forums, blogs or websites.
He provides an example of a personal search experience where forum results quickly solved a problem with smart blinds, demonstrating the potential value of this content.
Some actively seek content. Others appreciate that we can show relevant content, including forums, blogs, websites, whatever, as part of a global result set. It is similar to other things. If you’re looking for a news event, people generally don’t expect to write the…
— Google SearchLiaison (@searchliaison) April 3, 2024
Potential improvements on the way?
Sullivan assured Ray that his concern was understood and moved on to the search team.
He described potential improvements, such as adjusting the frequency of forum content for specific inquiries or adding disclaimers to clarify that forum participants may not be medical professionals.
I understood this point and concern. I didn’t say “since all users seem to like something, we show it regardless of relevance”. But let me swing back at some of these points:
1) We want to make sure that *any* content we show in the results, including forum content,…
— Google SearchLiaison (@searchliaison) April 3, 2024
Why SEJ cares
The inclusion of the discussion and forum carousel in search results, especially for YMYL queries, has implications for both users and publishers:
User confidence: If forum content containing misinformation or scams appears prominently in search results, it could erode users’ trust in Google’s ability to provide reliable information.
Publishers discouraged: SEO professionals and creators who have invested time and resources into creating high-quality, authoritative content can feel discouraged if forum content consistently outshines their work.
Public health and welfare: Spreading misinformation through forum content could harm users who rely on search results for accurate medical information.
How this can help you
Despite the concerns raised, the inclusion of forum content in search results can present opportunities, such as:
Identify content gaps: Analyzing questions and discussions from forum results can help you identify gaps in your content and create targeted and authoritative resources to address user needs.
Get involved with the community: Participating in relevant forums and providing useful and accurate information can help establish your brand as a trusted authority in your niche, potentially increasing visibility and traffic.
Adapt your content strategy: Consider incorporating user-generated content, such as expert interviews or case studies, to provide first-hand experiences and perspectives that users find valuable in forum discussions.
To sum up
Google’s carousel of discussions and forums in search results has raised concerns among SEO professionals. Google acknowledged the feedback and is considering possible improvements.
This development presents challenges and opportunities for SEO professionals to identify content gaps, engage with the community, and adapt content strategies to better serve user needs.
Featured image: pathdoc/Shutterstock
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