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# Google 'People First' Content, Apple Pay's 75%, E-Commerce Joy Declines
- URL: https://www.nearmedia.co/google-people-first-content-apple-pays-75-e-commerce-enjoyment-declines/
- Published: 2022-08-19T17:23:33.000Z
- Updated: 2022-08-19T23:04:27.000Z
- Author: Greg Sterling
- Tags: News

### Google to Punish 'SEO-first' Content

Most B2B content today is for lead-gen purposes or designed to rank. So many B2B SERPs are a wasteland of thin content, pitches and listicles offering relatively little value. It's somewhat better on the consumer side. But the [perception](https://www.theatlantic.com/ideas/archive/2022/06/google-search-algorithm-internet/661325/?ref=nearmedia.co) of Google's decline has intensified, most prominently represented by the widely cited "[Google Is Dying](https://dkb.io/post/google-search-is-dying?ref=nearmedia.co)" post: "Google search results have gone to shit." Some younger users [are shunning Google](https://www.nearmedia.co/tiktok-blenderbot-ftc-privacy-rules-is-facebook-failing/) for being faceless and inefficient. So as it did in 2011, [during the era of "content farms](https://searchengineland.com/google-forecloses-on-content-farms-with-farmer-algorithm-update-66071?ref=nearmedia.co)," Google is preparing to demote "SEO-first" content. Google said in a [blog post](https://blog.google/products/search/more-content-by-people-for-people-in-search/?ref=nearmedia.co), "\[S\]tarting next week for English users globally, we’re rolling out a series of improvements to Search to make it easier for people to find helpful content made by, and for, people." This coincides with Google's recent product review [update](https://twitter.com/googlesearchc/status/1552344082336432129?ref=nearmedia.co). 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2022/08/image-2.png)

Source: Google

**Our take:** 

- Google says, this is all part of an "ongoing effort to reduce low-quality content and make it easier to find content that feels authentic and useful in Search."
- Google's [search dominance](https://gs.statcounter.com/search-engine-market-share/desktop-mobile-tablet/united-states-of-america/?ref=nearmedia.co#monthly-202107-202207) is not in jeopardy in the near term. However, cracks have started to appear and new search paradigms may be emerging.
- TikTok exemplifies this: visual information with claims of greater "authenticity." It's interesting then to see how Google framed the update: "more content by people, for people."

### Apple Pay at 75% Penetration 

Apple Pay launched in 2014\. After eight years it's finally starting to see mass adoption. Google Wallet/Pay predated it but Google has [struggled with payments](https://www.pymnts.com/digital-payments/2022/google-wallet-launches-as-google-pay-sidekick/?ref=nearmedia.co) and had to play catch-up. According to the [Wall Street Journal](https://www.wsj.com/articles/apple-pay-iphone-wallet-apps-11660780139?ref=nearmedia.co), citing third party data, the number of iPhones with Apple Pay activated "was 10% in 2016 and 20% in 2017 ... It hit 50% by 2020." Now it's at 75%. Not all Apple Pay users are equally active. But there are roughly 115 million active iPhones in the US and more than 1 billion worldwide – a lot of people. China has the highest NFC payments adoption globally, the US is less than half that ([2019](https://www.insiderintelligence.com/content/contactless-competition-and-digital-limitations-stifle-proximity-mobile-payment-growth-in-the-uk?ref=nearmedia.co)). Why does any of this matter? Apple Pay is convenient for consumers, but it generates revenue for Apple, about $1B annually and growing [according to estimates](https://financial-alchemist.blogspot.com/2019/04/apple-aapl-apple-pay-revenue-estimates.html?ref=nearmedia.co). Apple [receives](https://www.thevalueengineers.nl/the-business-models-of-apple-pay-and-apple-card/?ref=nearmedia.co) a payment equivalent to 0.15% of the transaction, part of the "interchange fee" the merchant pays to accept credit cards. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2022/08/Screen-Shot-2022-08-19-at-9.16.31-AM.png)

**Our take:** 

- As the chart above shows, "tap and pay" credit cards are winning vs. smartphone wallets: 14% vs. 3% of contactless in-store transactions.
- I started using Apple Pay at Whole Foods years ago, one of the first stores to accept it. Now 90% of US retailers accept Apple Pay.
- Apple Pay is part of a larger strategy, including Apple Card and [Tap to Pay](https://www.nearmedia.co/apples-tap-to-pay-doctors-without-reviews-smb-staffing-struggle/) (mobile POS). All this further moatifies (new term) the iPhone.

### People Not Enjoying E-commerce 

E-commerce growth has [come back to earth](https://www.nearmedia.co/digital-vs-e-commerce/) now that consumers are back in stores. And consumers seem to enjoy shopping in stores much more than online shopping. That's according to global survey data ([form](https://go.morningconsult.com/State-of-Retail-and-E-Commerce-Report-Download.html?ref=nearmedia.co)) from Morning Consult, which found that Millennials – "the generation most likely to prefer online shopping" – were not enjoying it so much. That may be because of inflation. But it might suggest other issues with online shopping (i.e., trust, returns). E-commerce has a few advantages: 1) convenience, 2) efficiency, 3) selection, 4) savings, 5) safety. But when asked about online vs. in-store shopping preferences in five product categories (grocery, home, beauty, apparel, electronics), e-commerce came out on top only in electronics. And consumers preferred to shop in-store for apparel and shoes by a 2-to-1 margin (compare to the [recent claim](https://www.nearmedia.co/local-product-visibility-yelp-selling-its-data-74-of-shoes-sold-online/) that 74% of shoes are bought online).

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2022/08/Screen-Shot-2022-08-19-at-9.48.09-AM.png)

Source: Morning Consult

**Our take:** 

- In an earlier survey, Morning Consult found a 15 point trust gap favoring traditional retailers vs. pure online commerce brands.
- E-commerce sellers can use technology (e.g., AR, video) to compensate for the limitations of online shopping. They must also work on trust.
- Traditional retailers delivering omnichannel convenience (e.g., click and collect) are in the strongest position. But stores, now [more important than ever](https://www.fastcompany.com/90765881/e-commerce-hasnt-killed-physical-retail-its-made-it-more-important-than-ever?ref=nearmedia.co), must be reimagined and judged differently.

## Short Takes

- **Google's** "people first" [content creation guidance](https://developers.google.com/search/blog/2022/08/helpful-content-update?ref=nearmedia.co).
- Collection of **bad SEO advice**, [with explanations](https://searchengineland.com/worst-seo-advice-i-heard-this-year-and-what-you-should-do-instead-387204?ref=nearmedia.co) (of why it's bad).
- New bulk editor for **Apple** [search campaign ads](https://searchengineland.com/apple-search-ads-can-now-be-edited-in-bulk-387264?ref=nearmedia.co).
- **DoorDash** [ends relationship](https://techcrunch.com/2022/08/19/doordash-is-reportedly-ending-its-delivery-partnership-with-walmart/?ref=nearmedia.co) with **Walmart.**
- **Walmart** wants to[ build a social influencer marketplace](https://www.reuters.com/business/retail-consumer/walmart-explores-matchmaker-marketplace-social-media-influencers-2022-08-18/?ref=nearmedia.co) for sellers.
- **TikTok** [introduces](https://www.tiktok.com/business/en/blog/ecommerce-ad-formats-convert-viewers-shoppers?ref=nearmedia.co) three new shopping ads formats.
- **TikTok** [enables video sharing](https://techcrunch.com/2022/08/17/a-new-tiktok-feature-lets-creators-share-tiktok-stories-to-facebook-and-instagram/?ref=nearmedia.co) on Instagram or Facebook.
- Four months later, **Snap** [ends $230 camera drone Pixy](https://www.cnet.com/news/social-media/snap-reportedly-done-with-its-camera-drone-pixy/?ref=nearmedia.co).
- **Facebook** [launches](https://about.fb.com/news/2022/08/launching-horizon-worlds-in-more-countries-in-europe/?ref=nearmedia.co) **Horizon Worlds** in France, Spain.
- **AR restaurant menu**: See [3D image of your meal](https://twitter.com/ValaAfshar/status/1559700905045491713?ref=nearmedia.co) before ordering.
- Mozilla: Most reproductive health/**pregnancy apps** [share data freely](https://foundation.mozilla.org/en/privacynotincluded/categories/reproductive-health/?ref=nearmedia.co).
- **Quiet quitting**: younger workers [increasingly](https://www.axios.com/2022/08/18/anti-rise-and-grind-work-movement-gen-z-millennials-work-life-balance?ref=nearmedia.co) disengaged [on the job](https://www.gallup.com/workplace/391922/employee-engagement-slump-continues.aspx?ref=nearmedia.co).
- **Private equity**: Closing down [the billionaire factory](https://mattstoller.substack.com/p/closing-down-the-billionaire-factory?).
- **Streaming** minutes [surpass](https://www.nielsen.com/insights/2022/streaming-claims-largest-piece-of-tv-viewing-pie-in-july/?ref=nearmedia.co) cable and broadcast TV for first time.

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