|
| 1 | +--- |
| 2 | +title: "Google quietly declared war on the open web." |
| 3 | +description: "At Google I/O 2026 this week, AI Overviews became the default Search experience for English users. Search increasingly answers from a Google-hosted synthesis instead of routing you to the source. The web is the raw material now. The middleman is trying to swallow it." |
| 4 | +slug: blog/google-vs-the-web |
| 5 | +template: doc |
| 6 | +tableOfContents: false |
| 7 | +sidebar: |
| 8 | + hidden: true |
| 9 | +head: |
| 10 | + - tag: meta |
| 11 | + attrs: |
| 12 | + property: og:type |
| 13 | + content: article |
| 14 | + - tag: meta |
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| 16 | + property: article:published_time |
| 17 | + content: "2026-05-28T00:00:00Z" |
| 18 | + - tag: meta |
| 19 | + attrs: |
| 20 | + property: article:author |
| 21 | + content: "Ritabrata Maiti" |
| 22 | + - tag: meta |
| 23 | + attrs: |
| 24 | + property: og:image |
| 25 | + content: "https://browyhq.github.io/og/google-vs-the-web.png" |
| 26 | + - tag: meta |
| 27 | + attrs: |
| 28 | + name: twitter:image |
| 29 | + content: "https://browyhq.github.io/og/google-vs-the-web.png" |
| 30 | + - tag: meta |
| 31 | + attrs: |
| 32 | + name: keywords |
| 33 | + content: "google, search, ai overviews, ai search, open web, seo, web standards, browser agency, agentic ai, google io 2026" |
| 34 | + - tag: script |
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| 38 | + { |
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| 40 | + "@type": "BlogPosting", |
| 41 | + "headline": "Google quietly declared war on the open web.", |
| 42 | + "description": "At Google I/O 2026, AI Overviews became the default Search experience. The deal that built the web for two decades has been quietly cancelled.", |
| 43 | + "datePublished": "2026-05-28T00:00:00Z", |
| 44 | + "dateModified": "2026-05-28T00:00:00Z", |
| 45 | + "author": { |
| 46 | + "@type": "Person", |
| 47 | + "name": "Ritabrata Maiti", |
| 48 | + "url": "https://github.com/ritabratamaiti" |
| 49 | + }, |
| 50 | + "publisher": { |
| 51 | + "@type": "Organization", |
| 52 | + "name": "Browy", |
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| 57 | + "inLanguage": "en", |
| 58 | + "keywords": ["google", "search", "ai overviews", "open web", "browser agency"] |
| 59 | + } |
| 60 | +--- |
| 61 | + |
| 62 | +import { YouTube } from 'astro-embed'; |
| 63 | +import { LinkCard, CardGrid } from '@astrojs/starlight/components'; |
| 64 | + |
| 65 | +<p style="opacity:0.7;font-size:0.9em;margin-top:-0.5em">By <a href="https://github.com/ritabratamaiti">Ritabrata Maiti</a> · <time datetime="2026-05-28">May 28, 2026</time> · 8 min read</p> |
| 66 | + |
| 67 | +<YouTube id="cxqv5HIIFVo" title="Google quietly declared war on the open web." /> |
| 68 | + |
| 69 | +At Google I/O this week, the Search team made AI Overviews the default |
| 70 | +answer surface for English users. The |
| 71 | +[official keynote post](https://blog.google/products-and-platforms/products/search/search-io-2026/) |
| 72 | +buries the change under a lot of "agentic" and "personal intelligence" |
| 73 | +language, but the practical effect is small and definite: Search now |
| 74 | +answers from a Google-hosted synthesis. The blue links are a fallback, |
| 75 | +not the product. |
| 76 | + |
| 77 | +This was the inevitable next step of a series of changes that started |
| 78 | +with featured snippets and accelerated with AI Overviews. The |
| 79 | +[10 percent inaccuracy rate](https://www.techrepublic.com/article/google-ai-overviews-inaccurate-answers-analysis/) |
| 80 | +on AI Overviews is now everyone's problem, because Overviews are |
| 81 | +everyone's default answer. |
| 82 | + |
| 83 | +The |
| 84 | +[piece on tante.cc](https://tante.cc/2026/05/20/on-google-declaring-war-on-the-web/) |
| 85 | +called this "declaring war on the web," and the wording is exactly |
| 86 | +right. What follows is what I think the change actually is, the deal |
| 87 | +that broke, and what to do about it. |
| 88 | + |
| 89 | +## The deal that built the web |
| 90 | + |
| 91 | +Sites let Google crawl them. Google sent traffic back. Both sides |
| 92 | +won. The crawler got fresh content; the site got readers, and the |
| 93 | +readers had a clear path back to the source when they wanted to dig |
| 94 | +deeper. |
| 95 | + |
| 96 | +This contract held for about twenty years. It built the open web as |
| 97 | +a publishing surface, the indie blog as a thing that paid rent, the |
| 98 | +SEO industry, the long-tail of niche reference sites, and most of |
| 99 | +what we now call "documentation on the internet." It was an |
| 100 | +asymmetric trade, but both sides understood it. You give Google the |
| 101 | +catalog. Google sends you the foot traffic. |
| 102 | + |
| 103 | +AI Overviews quietly cancelled the trade. |
| 104 | + |
| 105 | +The crawler still runs. The catalog still gets ingested. The output |
| 106 | +on the user's screen is now a Google-synthesised answer, with the |
| 107 | +sources demoted to a row of tiny chip-shaped citations the median |
| 108 | +user does not click. The reader gets an answer, often correct, |
| 109 | +sometimes wrong, and never has to leave the search results page. |
| 110 | + |
| 111 | +## What this is, named plainly |
| 112 | + |
| 113 | +The framing in the original piece is sharp and worth quoting at |
| 114 | +length: |
| 115 | + |
| 116 | +> Your work, your writing or art do matter a bit still: As (unpaid) |
| 117 | +> raw material for their synthetic text extruders. You get to work |
| 118 | +> for free so Google can have tight control on the flow of |
| 119 | +> information and make sure that the responses people get are in |
| 120 | +> line with what they need them to be. |
| 121 | +
|
| 122 | +This is the right frame. The web is not the product anymore. The |
| 123 | +web is the raw material. The product is the synthesised view on top |
| 124 | +of it, hosted on Google's infrastructure, branded with Google's UI, |
| 125 | +and accountable to Google's editorial choices. |
| 126 | + |
| 127 | +A useful analogy: the relationship between a wire service and a |
| 128 | +newspaper. The wire produces the underlying reporting; the newspaper |
| 129 | +picks, edits, and presents. The reader sees the newspaper. For a |
| 130 | +long time the web was the newspaper. Google was the index, the table |
| 131 | +of contents that pointed at the newspaper. AI Overviews flipped that. |
| 132 | +Google is the newspaper now. Your site is the wire. |
| 133 | + |
| 134 | +The thing that makes this disorienting is that nobody negotiated the |
| 135 | +new arrangement. The publishers did not agree to be wire |
| 136 | +contributors. The wire contributors did not get paid. The newspaper |
| 137 | +masthead never asked. |
| 138 | + |
| 139 | +## Why this is bigger than search-traffic math |
| 140 | + |
| 141 | +The temptation is to treat this as an SEO problem. Traffic numbers |
| 142 | +will drop, sites will adapt, the market will sort it out. That misses |
| 143 | +the scale. |
| 144 | + |
| 145 | +Google holds the largest single browser deployment on the planet, |
| 146 | +the largest single mobile OS, the largest single web video platform, |
| 147 | +the dominant share of web standards committee participation, the |
| 148 | +dominant share of ad-tech, and now the dominant search-answer |
| 149 | +surface. A single company sets the abstraction layer at every point |
| 150 | +between the publisher and the reader. When that company decides the |
| 151 | +abstraction layer should not include outbound links, there is no |
| 152 | +counter-party large enough to disagree at scale. |
| 153 | + |
| 154 | +This is the part the SEO frame misses. The market does not have a |
| 155 | +way to sort out a question of this scale because the market does not |
| 156 | +have a participant of this scale. The closest analogue is regulatory. |
| 157 | +The EU has begun acting. The DOJ case is grinding along. Neither is |
| 158 | +fast enough to matter at the speed Google can ship. |
| 159 | + |
| 160 | +The web is going to survive this. The independent publisher, the |
| 161 | +solo blog, the niche reference site, the corner of the internet |
| 162 | +written by one human for fifteen others, will get squeezed in the |
| 163 | +process. Some will respond by exiting. Some will paywall. Some will |
| 164 | +move to Substack or to mailing lists, which is just running their own |
| 165 | +distribution stack. The shape of the open web will change a lot, |
| 166 | +faster than the SEO market expects. |
| 167 | + |
| 168 | +## What you can do as a user |
| 169 | + |
| 170 | +The advice older than the problem still applies. Run your own tools. |
| 171 | +Pick your own sources. Don't outsource your reading to a system whose |
| 172 | +incentives are to keep you on its surface. |
| 173 | + |
| 174 | +Concretely: |
| 175 | + |
| 176 | +- **Use a search engine that links out.** Kagi, Marginalia, Mojeek, |
| 177 | + Searx, DuckDuckGo, Brave Search. None are perfect, all are linking |
| 178 | + out by default. The web still indexes; the index is just not the |
| 179 | + default surface anymore. |
| 180 | +- **Keep an RSS reader.** Feedbin, Inoreader, NetNewsWire on the Mac, |
| 181 | + Readwise Reader if you want web archiving. Subscribing directly to |
| 182 | + the publishers you trust routes you around the answer-surface |
| 183 | + entirely. |
| 184 | +- **Build a personal allowlist of go-to sources.** The handful of |
| 185 | + sites you check first when you want a real answer. For me that's |
| 186 | + about thirty sites; the search engine is where I go when none of |
| 187 | + them have it. This is roughly how everyone used the web in 2005. |
| 188 | +- **Read source material when the stakes are high.** AI Overviews are |
| 189 | + wrong 10 percent of the time. That rate is fine for "what is the |
| 190 | + recipe for pancakes." It is not fine for "what does this medication |
| 191 | + interact with." |
| 192 | + |
| 193 | +The pattern is the same in each case: keep the human in the loop |
| 194 | +when the cost of wrong is high, and let the machine condense when the |
| 195 | +cost of wrong is low. |
| 196 | + |
| 197 | +## What this has to do with what I build |
| 198 | + |
| 199 | +I work on [Browy](https://browy.dev), an open-source AI agent that |
| 200 | +lives in a Chromium extension. It drives the real browser tab you |
| 201 | +have open. You ask it a question; it inspects the page, follows |
| 202 | +links, reads other tabs, and writes you an answer with the sources |
| 203 | +visible inline. It does not synthesise from a hosted index. It |
| 204 | +operates on the web you would see if you were doing the work yourself. |
| 205 | + |
| 206 | +That is not a coincidence. It is the response to exactly the |
| 207 | +disintermediation move described above. If the answer-surface is |
| 208 | +hosted by a counter-party whose incentives are not yours, the answer |
| 209 | +you want is the one you can produce yourself, against the sources |
| 210 | +you trust, on the page that loaded in front of you. |
| 211 | + |
| 212 | +The web is not ending. The middleman is trying to swallow it. Run |
| 213 | +your own tools. |
| 214 | + |
| 215 | +--- |
| 216 | + |
| 217 | +<CardGrid> |
| 218 | + <LinkCard title="← All posts" href="/blog/" description="Index of every post on the Browy blog." /> |
| 219 | + <LinkCard title="GitHub got pwned through one VSCode extension" href="/blog/vscode-extension-breach/" description="The threat model isn't a clever attacker. It's a checkbox you didn't read." /> |
| 220 | +</CardGrid> |
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