As noted in the Times earlier this week, Google
users can now search deep into content sites without leaving Google
, bypassing
publishers’ own search functions entirely.
Publishers, contemplating the resulting page view migration from their
sites to Google, have reacted negatively and some have asked Google to stop
providing the extra search box underneath the results for their site.

Here how it works: I’m looking for an article I saw recently
in Scientific American on particle physics so I google "SciAm." The first search result contains a search box
incorporated with the SciAm.com links, so I type in "particle physics" there and
get a page of relevant results from just SciAm.
I see my article on click on it.
Voila! Google creates one additional page view for Google (the second
search results page) and at least two fewer for SciAm (their home page and
their own search results page).

To most publishers, this probably seems like piling on. Google is already probably your number one
source of external traffic. They may
also be your fallback ad network, selling inventory on your site to blue chip
advertisers and keeping most of the revenue.
You don’t want to antagonize them, for fear of losing your hard-won SEO
gains (I’m getting a little skittish even writing this post).

This latest move highlights the strategic necessity of
growing organic traffic and internal sales ability, reducing your Google
dependency. A good role model is ESPN
who announced this week that they
are ditching ad networks entirely
. Google
may be "doing no evil" to your business, but they’re not interested in giving
you any help.