LONDON (Reuters) - A little-noticed change in the way Google selects search results has allowed company statements to top the list of news links shown when users search for information on businesses.
The measure may cost news publishers web traffic and risks misleading users, analysts said.
A Google spokeswoman said that in September the search giant widened the number of sources from which it drew the entries that appear in the "in the news" section of its search results page.
Previously, only links to stories on approved news sites such as those of newspapers and TV stations appeared in this section of the main search page.
"The goal of search is to get users the right answer at any one time as quickly as possible -- that may mean returning an article from an established publisher or from a smaller niche publisher or indeed it might be a press release," the Google spokeswoman said.
She added Google, which did not announce the September change, does not get paid for including press releases on the lists.
Recent examples of companies whose announcements topped the "in the news" section include Franco-Dutch SIM card maker Gemalto.
Last month, Gemalto confirmed reports it had likely been the victim of hacking by U.S. and British spies. The story garnered wide media attention but when users did a Google search for the word "Gemalto", the first "in the news" listing was a Gemalto statement, which played down the impact of the hacking.
Earlier this week, on the day Apple launched its new watch, a link to a promotional site for the product topped the "in the news" selection.
Gemalto and Apple were not available for comment.
Josh Schwartz, chief data scientist at Chartbeat, which tracks web traffic for news publishers and others, said it was likely that companies could use search engine optimization techniques to lift their rankings in the news listings.
He said the new system could confuse readers, directing them towards public relations material and away from news reports.
That also poses a risk to news organizations that rely on Google and other search engines to direct readers to their websites.
"The 'in the news' modules are potentially an extremely powerful driver of traffic," Schwartz said. "It could cost news sites traffic."
(Additional reporting by Alexei Oreskovic in San Francisco; Editing by Mark Potter)
Support HuffPost
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
At HuffPost, we believe that everyone needs high-quality journalism, but we understand that not everyone can afford to pay for expensive news subscriptions. That is why we are committed to providing deeply reported, carefully fact-checked news that is freely accessible to everyone.
Whether you come to HuffPost for updates on the 2024 presidential race, hard-hitting investigations into critical issues facing our country today, or trending stories that make you laugh, we appreciate you. The truth is, news costs money to produce, and we are proud that we have never put our stories behind an expensive paywall.
Would you join us to help keep our stories free for all? Your contribution of as little as $2 will go a long way.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you’ll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.