The Death Of Google Reader And The Rise Of Silos

I’ve been talking a lot lately about the unfortunate shift of the web from being more decentralized to being about a few giant silos and I expect to have plenty more to say on the topic in the near future. But I’m thinking about this again after Andy Baio reminded me that this past weekend was five years since Google turned off Google Reader. Though, as he notes, Google’s own awful decision making created the diminished use that allowed Google to justify shutting it down. Here’s Andy’s tweeted thread, and then I’ll tie it back to my thinking on the silo’d state of the web today:

Many people have pointed to the death of Google Reader as a point at which news reading online shifted from things like RSS feeds to proprietary platforms like Facebook and Twitter. It might seem odd (or ironic) to bemoan a move by one of the companies now considered one of the major silos for killing off a product, but it does seem to indicate a fundamental shift in the way that Google viewed the open web. A quick Google search (yeah, yeah, I know…) is not helping me find the quote, but I pretty clearly remember, in the early days of Google, one of Larry Page or Sergey Brin saying something to the effect of how the most important thing for Google was to get you off its site as quickly as possible. The whole point of Google was to take you somewhere else on the amazing web. Update It has been pointed out to me that the quote in question most likely is part of Larry Page’s interview with Playboy in which he responded to the fact that in the early days all of their competitors were "portals" that tried to keep you in with the following:

We built a business on the opposite message. We want you to come to Google and quickly find what you want. Then we’re happy to send you to the other sites. In fact, that’s the point. The portal strategy tries to own all of the information.

Somewhere along the way, that changed. It seems that much of the change was really an overreaction by Google leadership to the "threat" of Facebook. So many of Google’s efforts from the late 2000s until now seemed to have been designed to ward off Facebook. This includes not just Google’s multiple (often weird) attempts at building a social network, but also Google’s infatuation with getting users to sign in just to use its core search engine. Over the past decade or so, Google went very strongly from a company trying to get you off its site quickly to one that tried to keep you in. And it feels like the death of Reader was a clear indication of that shift. Reader started in the good old days, when the whole point of an RSS reader was to help you keep track of new stuff all over the web on individual sites.

But, as Andy noted above, part of what killed Reader was Google attempting desperately to use it as a tool to boost Google+, the exact opposite of what Google Reader stood for in helping people go elsewhere. I don’t think Google Reader alone would have kept RSS or the open web more thriving than it is today, but it certainly does feel like a landmark shift in the way Google itself viewed its mission: away from helping you get somewhere else, and much more towards keeping you connected to Google’s big data machine.

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The Death Of Google Reader And The Rise Of Silos