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# Google Perspectives, Amazon Last Mile, Content Moderation Collision
- URL: https://www.nearmedia.co/google-perspectives-amazon-last-mile-moderation-collision-course/
- Published: 2023-06-28T18:27:07.000Z
- Updated: 2023-06-28T18:31:36.000Z
- Author: Greg Sterling
- Tags: News

### Perspectives on Google's Struggle 

Google has been battling the perception its [SERP quality is in decline](https://www.nearmedia.co/google-worse-debate-eu-big-regs/), filled with ads and "[SEO chum](https://www.nearmedia.co/google-decline-local-inventory-search-open-metaverse/)." Google's Helpful Content Update, E-E-A-T standards and AI efforts are all attempts, at least in part, to address the issue of search quality and offer more utility to users. A number of tech writers have recently decried the possibility (or inevitability) of lower-quality, [AI-generated content becoming more pervasive](https://www.theverge.com/2023/6/26/23773914/ai-large-language-models-data-scraping-generation-remaking-web?ref=nearmedia.co) and the rise of [AI-content farms](https://www.newsguardtech.com/misinformation-monitor/june-2023/?ref=nearmedia.co). An adjacent position, expressed in a widely cited Tom's Hardware [piece](https://www.tomshardware.com/news/google-sge-break-internet?ref=nearmedia.co), argues that SGE is highly derivative and essentially turns Google into a "plagiarism engine." One user response to the perceived search-quality decline has been a flight to social content (e.g., Reddit, TikTok). Enter [Perspectives](https://blog.google/products/search/google-search-perspectives/??ref=nearmedia.co), introduced at Google I/O as part of its AI related announcements. The new filter aggregates relevant social content from YouTube, blogs, TikTok, Quora and Reddit – lots of Reddit – and potentially others. At least for now, it presents human-generated and arguably more "authentic" content. Its objective is to give users more options, offer more video and keep people on Google. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2023/06/Screen-Shot-2023-06-28-at-10.04.28-AM.png)

Source: Google

**Our take:** 

- Perspectives, like SGE, is [primarily defensive](https://www.cnbc.com/2023/06/26/google-execs-hope-new-search-feature-will-help-amid-reddit-blackouts.html?ref=nearmedia.co), an attempt to preempt users from seeking out alternative information sources (e.g., [TikTok](https://www.nearmedia.co/zoomers-no-maps-dash-cart-location-data-abuse/))
- Perspectives isn't yet live on desktop. It remains to be seen how much usage there is; the filter is very prominent on mobile.
- There are obvious near and medium-term SEO implications. But everything will depend on how users respond.

### Amazon Outsourcing Last Mile

Amazon has introduced [Amazon Hub Delivery](https://logistics.amazon.com/hubdelivery/marketing/?ref=nearmedia.co), which asks local businesses to deliver packages for the e-commerce giant. After building the [largest logistics and delivery service](https://www.cnbc.com/2021/11/29/amazon-on-track-to-be-largest-us-delivery-service-by-2022-exec-says.html?ref=nearmedia.co) in the US, this new initiative appears to be an effort reduce costs and outsource the "last mile." The company reportedly piloted a similar program in India years ago. Amazon says that participating SMBs can earn up to $27K per year, which Axios [estimates](https://www.axios.com/2023/06/26/amazon-hub-delivery-local-small-biz?ref=nearmedia.co) would amount to roughly $2.50 per package delivered. It's pitched to business owners as a "win-win," a kind of side hustle to gain "some extra income" (emphasis on the word "some"). In order to blunt criticism of its quasi-monopoly status, Amazon frequently [presents itself](https://www.aboutamazon.com/impact/empowerment/small-businesses?ref=nearmedia.co) as a champion of small businesses. And there's some truth in these claims; however, there's considerable evidence Amazon exploits and harms SMBs through its business practices and its market dominance (e.g., [here](https://ilsr.org/fact-sheet-how-breaking-up-amazon-can-empower-small-business/?ref=nearmedia.co), [here](https://greenamerica.org/blog/5-ways-amazon-hurts-small-businesses?ref=nearmedia.co), [here](https://www.nbcnews.com/tech/small-businesses-say-are-hurt-rising-costs-advertise-amazon-rcna16685?ref=nearmedia.co)). Amazon may control as much as [57% of total US e-commerce](https://www.nearmedia.co/amazons-60-apples-pandoras-box-destroy-the-algorithm/) and is the [largest retailer](https://www.nearmedia.co/amazon-passes-walmart/) in the US by gross merchandise sales. While consumers [consistently report wanting to support local businesses](https://www.nearmedia.co/yelp-review-prompt/), they often default to Amazon. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2023/06/Screen-Shot-2023-06-28-at-8.37.53-AM.png)

Source: Amazon

**Our take:** 

- There's something very unsettling about this: creating local delivery vassals.
- SMBs whose businesses may have been adversely impacted by Amazon are now being asked to become part of its delivery infrastructure.
- The world is not black and white; some SMBs do thrive on Amazon but there's no question the company has become too powerful.

### Content Moderation Collision 

There's a content moderation car crash ahead between US tech companies and EU regulators, about to enforce the [Digital Services Act](https://commission.europa.eu/strategy-and-policy/priorities-2019-2024/europe-fit-digital-age/digital-services-act-ensuring-safe-and-accountable-online-environment%5Fen?ref=nearmedia.co) (DSA). Among the many things the DSA seeks to regulate are [hate speech and disinformation](https://ec.europa.eu/commission/presscorner/detail/en/QANDA%5F20%5F2348?ref=nearmedia.co). (Fake reviews [are also](https://insights.pasabi.com/blog/platforms-face-fake-reviews-regulation-in-multiple-territories?ref=nearmedia.co) in its sights.) US tech companies [have been laying off personnel](https://www.cnbc.com/2023/05/26/tech-companies-are-laying-off-their-ethics-and-safety-teams-.html?ref=nearmedia.co) responsible for online safety and content moderation. Google's YouTube also [recently relaxed](https://www.axios.com/2023/06/02/us-election-fraud-youtube-policy?ref=nearmedia.co) its misinformation policy. And there's been a big increase in hate speech and disinformation in the wake of some of these moves (e.g., [Twitter](https://www.nytimes.com/2022/12/02/technology/twitter-hate-speech.html?ref=nearmedia.co), [Facebook](https://www.axios.com/2023/06/22/facebook-content-moderation-black-hole-human-review?ref=nearmedia.co)). In the US, Section 230 protects tech companies from liability for user-generated content. The DSA goes in the opposite direction, creating penalties for failing to sufficiently moderate content in the EU. Fines can be 6% of a company’s global revenues: $16.8B for Google, $6B for Facebook and a modest $264M for Twitter. Repeat offenses could cause bans. Most social media and tech companies are not moderating content rigorously and/oor rely on imperfect AI tools. Stay tuned. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2023/06/Screen-Shot-2023-06-28-at-11.05.55-AM.png)

Source: Bing Image Creator

**Our take:** 

- There are [real-world consequences](https://www.cfr.org/backgrounder/hate-speech-social-media-global-comparisons?ref=nearmedia.co) of online disinformation and hate speech.
- Twitter [has stated its intention to comply](https://www.wsj.com/articles/twitter-shows-strong-willingness-to-comply-with-digital-content-law-eu-regulator-says-8b719aa7?ref=nearmedia.co) with the DSA, but there are questions about whether it can given current staffing levels.
- Question: how strict will DSA enforcement be? The EU talked tough on privacy (GDPR) but so far [enforcement and penalties have been weak](https://www.wired.com/story/gdpr-2022/?ref=nearmedia.co).

## Recent Analysis

- **When Is the Right Time to Ask for Reviews?** [by Mike and Greg](https://www.nearmedia.co/when-is-the-right-time-to-ask-for-customer-reviews/)
- ****Near Memo special edition:** [Overture Maps Foundation is building the future of digital mapping](https://www.nearmedia.co/near-memo-special-edition/).

## Short Takes

- **Moz:** [12 local search developments](https://moz.com/blog/local-search-developments-q2-2023?ref=nearmedia.co) in Q2 2023
- New **Google Business Profile** "[by owner" button](https://www.seroundtable.com/google-local-panel-by-owner-button-35623.html?ref=nearmedia.co).
- Product images in **Google SERPs** [getting bigger](https://www.seroundtable.com/google-larger-product-images-for-search-snippets-35612.html?ref=nearmedia.co) (test).
- Fake **1 and 5 star reviews** [slipping by](https://www.denver7.com/news/contact-denver7/fake-google-reviews-targeting-colorado-businesses?ref=nearmedia.co) Google algorithm.
- Spotted: [links to stores](https://twitter.com/lilyraynyc/status/1674064127252221953?ref=nearmedia.co) in **Google SGE** results.
- Google cuts jobs as it [ingests](https://www.cnbc.com/2023/06/27/google-cuts-jobs-at-waze-as-it-continues-to-merge-mapping-products.html??ref=nearmedia.co) **Waze** into **Google Maps**.
- **ChatGPT**: **Bing** [now built into iOS](https://help.openai.com/en/articles/6825453-chatgpt-release-notes?ref=nearmedia.co) app for paid users.
- Use **ChatGPT** to generate [product descriptions at scale](https://searchengineland.com/chatgpt-generate-product-descriptions-428546?ref=nearmedia.co).
- Google Ads [explainer](https://www.seroundtable.com/google-explainer-value-based-bidding-35618.html?ref=nearmedia.co): **Value Based Bidding**.
- **INFORM Act** [cracks down on marketplaces](https://www.retaildive.com/news/inform-consumers-act-marketplace-sellers-organized-retail-crime/654022/?ref=nearmedia.co) to deter IRL retail theft.
- Major **AI healthcare** use case: help doctors with paperwork ([NYT](https://www.nytimes.com/2023/06/26/technology/ai-health-care-documentation.html?ref=nearmedia.co)).
- **EU law** meant to protect journalists [becomes surveillance tool](https://thenextweb.com/news/eu-media-surveillance-law-journalists?ref=nearmedia.co).
- Study: 75% of **AI apps** [share user data with third parties](https://www.homesecurityheroes.com/most-invasive-ai-apps/?ref=nearmedia.co).
- **Birdeye** [reaches](https://www.localogy.com/2023/06/birdeye-crosses-100m-arr-milestone/?ref=nearmedia.co) $100M ARR; **Gusto** [hits](https://techcrunch.com/2023/06/27/gusto-remote-deal-500m-revenue/??ref=nearmedia.co) $500M.

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