Google began filling sites with “interesting entities”—links to search results—without asking.

The Google app for iOS now features Page Annotations, which adds clickable links to Google search results in the text of web pages. This feature automatically highlights keywords and phrases, called “points of interest,” and embeds links within them, which can be a handy tool for finding more information. The feature is activated by default, without prior notice or consent of website owners.

Image source: Google

The Page Annotations feature is similar to Google’s previously introduced Ad Intents tool available in AdSense. Both mechanisms add links to text automatically, but there is a key difference between them: Ad Intents require site owners to opt in, while Page Annotations is enabled by default. This requires website owners to take action on their own to disable it. This approach may be perceived as a violation of control over content by the owners of Internet resources, which raises additional questions regarding the ethics of such innovations.

The Page Annotations feature automatically turned the “Osaka Castle” text on the website into a clickable link

To deactivate the Page Annotations feature, Google asks website owners to fill out a form on its platform. The application must indicate all possible domain options, including versions with and without WWW, HTTP and HTTPS, as well as subdomains. Once the form is submitted, the Page Annotations deactivation process may take up to 30 days. This procedure creates an additional administrative burden, especially for owners of large websites with an extensive domain structure and a large number of subdomains.

Automatically adding links without notifying website owners raises serious concerns. Users may experience navigation to irrelevant search results, which can reduce trust in the resource. For owners of Internet resources, this is fraught with loss of control over published content and possible reputational risks. Links added without consent may be perceived as advertising or spam, which negatively affects the perception of the site by its audience and complicates interaction with users.