It’s an experience many of us know all too well: open up a food blogger’s recipe only to scroll past a mountain of content you don’t care about to actually reach the ingredients and method. Google is trialing a feature that could eliminate this step, even though it’s the result of the company’s own policies.
noticed a new button on the thumbnails for select recipes called Quick View. This button brings up the complete recipe without leaving the search results page. In their testing, a search for “chocolate chip cookie recipe” revealed this Quick View button for the site Preppy Kitchen.
“We’re always experimenting with different ways to connect our users with high-quality and helpful information,” Google rep Brianna Duff told Engadget about these Quick View recipes. “We have partnered with a limited number of creators to begin to explore new recipe experiences on Search that are both helpful for users and drive value to the web ecosystem. We don’t have anything to announce right now.” While Google does have agreements inked with the participating bloggers, the company declined to reveal any further details about the scope of this testing.
It’s quite a catch-22 Google has created when it comes to recipes online. Home cooks may find this Quick View feature appealing since so many food blogs front-load their posts with photos and personal stories before actually sharing the recipe. But it was Google’s own rules that pushed bloggers toward that approach in the first place, with longer posts generally indexing higher up in search results and thus getting more traffic. (And no offense to the food bloggers of the world, but the only chocolate chip cookie recipe you need is the one on the back of the chocolate chip bag.)
While this recipe feature is just an early trial, Google has been rolling out other tools aimed at keeping users on its own webpages and platforms. The in search are one of the latest (and ) ways the company is changing the rules of engagement for web content.