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# Google: No Gating, Content Tsunami, Pixel Watch Arrives
- URL: https://www.nearmedia.co/google-no-gating-content-tsunami-pixel-watch/
- Published: 2022-10-07T16:50:31.000Z
- Updated: 2022-10-07T16:55:49.000Z
- Author: Greg Sterling
- Tags: News

### Google: Review Gating Verboten 

Google recently updated its [review content guidelines](https://support.google.com/contributionpolicy/answer/7400114?hl=en&ref%5Ftopic=7422769&ref=nearmedia.co#zippy=%2Cmisrepresentation%2Cfake-engagement) to clarify the following are disallowed: "Discouraging or prohibiting negative reviews, or selectively soliciting positive reviews from customers." This is what's known in the vernacular as "review gating." As SterlingSky's Colan Nielsen [points out](https://twitter.com/ColanNielsen/status/1577364073863254017?ref=nearmedia.co) this is not new; Google has simply reiterated a previously existing prohibition. Yet what Google is doing is effectively repeating the [current FTC rules](https://www.nearmedia.co/ftc-drops-a-4-2-review-abuse-fine/), which hold that selective review solicitation or suppression are forms of consumer deception that will (potentially) be punished. In January, the FTC [fined](https://www.ftc.gov/news-events/news/press-releases/2022/01/fashion-nova-will-pay-42-million-part-settlement-ftc-allegations-it-blocked-negative-reviews?ref=nearmedia.co) Fashion Nova $4.2 million for review gating. It also [issued warning letters](https://www.nearmedia.co/ftc-review-fraud-letters-the-platforms-who-got-them/) to 10 review management platforms that advertised review gating capabilities on their websites. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2022/10/Screen-Shot-2022-10-07-at-7.26.00-AM.png)

Source: DALL-E

**Our take:** 

- Most (not all) SEOs are aware review gating is illegal. But most business owners – especially SMBs – aren't aware or don't care.
- The platforms have been lax in publicizing and uneven in enforcing review guidelines. In fairness, review gating is very hard to police.
- While platforms aren't liable for deceptive reviews (Section 230) that may change in Europe ([DSA](https://ec.europa.eu/commission/presscorner/detail/en/ip%5F22%5F2545?ref=nearmedia.co)) and the US (pending SCOTUS cases).

### The Content Tsunami 

The [Helpful Content Update](https://www.nearmedia.co/google-people-first-content-apple-pays-75-e-commerce-enjoyment-declines/) was partly a response to the [critique](https://www.nearmedia.co/google-decline-local-inventory-search-open-metaverse/) that Google results are full of "SEO chum." Stated neutrally, an increasing percentage of content online is SEO-driven. And to some degree Google is fighting a losing battle against it. A new [report](https://info.10fold.com/b2b-content-survey?ref=nearmedia.co) from communications firm 10Fold finds that companies continue to expand content creation. The survey polled 484 B2B and B2C executives in North America, UK, France, Germany. Only one-quarter of respondents were producing a similar or reduced amount of content vs last year. All others were doing more, with 39% generating between 3X and 10X more. Social media was the "most valued" type of content (probably B2C), then video and "research reports." B2B companies emphasized video; larger companies valued webinars. Finally,"51% of companies outsource ... content creation to third parties (and most consider the quality good to excellent)." 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2022/10/Screen-Shot-2022-10-07-at-8.09.32-AM.png)

Source: 10Fold

**Our take:** 

- Efficacy was measured using: 1) Google Analytics, 2) sales team feedback, 3) CRM tools. Larger companies relied most on sales feedback.
- Nearly 75% of respondents rated their content above average (49%) or excellent (25%). I would argue those perceptions are inaccurate.
- Content remains a key SEO pillar. Great content generates results, builds awareness and trust. But most content, especially B2B, is mediocre.

### Can Google Win in Wearables? 

Google held a hardware event this week, [announcing](https://blog.google/products/pixel/made-by-google-2022/?ref=nearmedia.co) a number of new (and expected) products: two Pixel phones, a new tablet and a [Pixel Watch](https://blog.google/products/pixel/google-pixel-watch/?ref=nearmedia.co). The phones are nice but it's the watch that's getting attention. The Pixel Watch is Google's first branded watch, following its $2 billion [acquisition](https://blog.google/products/devices-services/fitbit-acquisition/?ref=nearmedia.co) of Fitbit. The point of that acquisition was to make Google more competitive with Apple in wearables. The watch is getting [mostly positive reviews](https://www.theverge.com/23387436/pixel-watch-hands-on-features-price-specs-photos?ref=nearmedia.co), although some have [criticized](https://www.theverge.com/2022/10/5/23388776/pixel-watch-thick-bezel-photo?ref=nearmedia.co) the thick bezel and general thickness of the watch itself. It costs $350 and is probably the first real competitor for the Apple Watch – in terms of quality. I had a couple of early WearOS watches from Samsung and they were unusable. The Pixel Watch is more elegant and potentially has a fighting chance. Apple offers multiple watches at different prices, ranging from $249 to $1229\. The massive new Ultra is $800\. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2022/10/Screen-Shot-2022-10-07-at-9.38.09-AM.png)

Source: IDC

**Our take:** 

- The Pixel Watch will have the benefit of Google software/product integration: Google Maps, Assistant, Wallet, Gmail, YouTube Music, etc.
- Apple is the category leader by [share](https://www.idc.com/promo/wearablevendor?ref=nearmedia.co) and revenue, [estimated](https://www.businessofapps.com/data/apple-statistics/?ref=nearmedia.co) to be between $12 and $14 billion annually.
- Google is likely to have only modest success, given the [limited success](https://daringfireball.net/linked/2022/09/12/google-pixel-popularity?ref=nearmedia.co) of Pixel phones. To sell well Pixel Watch will need to be in stores.

## Recent Analysis

- ****Near Memo special edition:** [How Nerdy Nuts Co-Founder Blended Creativity, PR, Influencer Marketing, and TikTok to Fuel Success](https://www.nearmedia.co/ep-83/).
- ICYMI: Mike Blumethal's analysis and discussion of the **FTC's (newish) review guidelines** for [marketers](https://www.nearmedia.co/ftcs-business-marketer-guidelines/) and [platforms](https://www.nearmedia.co/ftc-review-platform-guidelines/).

## Short Takes

- **Neeva** has 600K US users, [launches](https://www.bbc.com/news/technology-63130364?ref=nearmedia.co) in UK, France, Germany.
- Google releases its own **text-to-video** tool, [Imagen video](https://imagen.research.google/video/?ref=nearmedia.co).
- Ambitious/unlikely: Musk [wants to turn](https://www.cnbc.com/2022/10/05/elon-musks-twitter-plans-may-take-inspiration-from-chinese-super-apps.html??ref=nearmedia.co) **Twitter** into **WeChat**.
- **Twitter**: [Add up to 4](https://blog.twitter.com/en%5Fus/topics/product/2022/introducing-mixed-media-videos-images-gifs-together-one-tweet?ref=nearmedia.co) videos, images, GIFs per tweet.
- **TikTok** parent lost $7B in 2021, but had a profit in Q1 ([WSJ](https://www.wsj.com/articles/tiktok-parent-bytedance-sees-losses-swell-in-push-for-growth-11665071238??ref=nearmedia.co)).
- Quality issues: Even **Meta** employees [not using Horizon Worlds](https://www.theverge.com/2022/10/6/23391895/meta-facebook-horizon-worlds-vr-social-network-too-buggy-leaked-memo?ref=nearmedia.co).
- Show less: **Facebook** offers [new ways to customize](https://about.fb.com/news/2022/10/new-ways-to-customize-your-facebook-feed/?ref=nearmedia.co) your feed.
- **Uber** security boss [convicted of obstructing FTC](https://www.justice.gov/usao-ndca/pr/former-chief-security-officer-uber-convicted-federal-charges-covering-data-breach?ref=nearmedia.co) by hiding data breach.
- Measurement: **Google** simplifies, [improves site tagging](https://blog.google/products/ads-commerce/strengthen-measurement-with-tagging/?ref=nearmedia.co) features.
- **In-store digital signage** company Raydiant [buys](https://www.prnewswire.com/news-releases/raydiants-acquisition-of-perch-marks-major-milestone-for-the-retail-industry-301635245.html?ref=nearmedia.co) Perch.
- 30% of US consumers [expected to shop](https://chainstoreage.com/study-forecasts-big-turnout-amazons-prime-holiday-sales-event?ref=nearmedia.co) October **Prime Day** sale.
- Furniture retailer [West Elm launches virtual world](https://www.businesswire.com/news/home/20221004005518/en?ref=nearmedia.co) on **Roblox.**
- **LinkedIn** now facing [a fake profile crisis](https://krebsonsecurity.com/2022/10/glut-of-fake-linkedin-profiles-pits-hr-against-the-bots/?ref=nearmedia.co).
- **Self-driving cars**: A [$100 billion bust](https://www.bloomberg.com/news/features/2022-10-06/even-after-100-billion-self-driving-cars-are-going-nowhere?ref=nearmedia.co)?

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