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Google Zero
There’s a phrase quietly spreading through the media business right now that would have sounded insane just a few years ago:
“Google Zero.”
As in: prepare for a future where Google sends you no traffic at all.
At Google I/O this week, Google made it clear where search is headed. And if you publish online for a living — whether you’re The New York Times, a local newspaper, a Substack writer like me, or some guy yelling into the void from a home office in Burbank — you should pay attention.
Because Google is changing what “search” even means.
For most of the modern internet, Google acted like a…
The skinny
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