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Building a Better Search Engine: Lessons From Neeva’s CEO

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Building a Better Search Engine: Lessons From Neeva’s CEO

After helping to grow Google’s advertising business for over 15 years, Sridhar Ramaswamy began to feel Google’s dependence on ads was limiting the quality of search results.

Determined to prove he could achieve a better search experience without ads, Ramaswamy co-founded and launched Neeva in 2019.

As the CEO of his own search company, Ramaswamy is accountable to the users of his product who pay a monthly subscription to access Neeva.

“No ads” means Neeva doesn’t have an incentive to collect data on its users, making it the only search engine on the market that’s both ad-free with a privacy option.

Ramaswamy is currently on the conference circuit raising awareness about Neeva, and we managed to catch up with him at Collision last week in Toronto.

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We profiled Neeva once before and welcomed Ramaswamy as a guest on the Search Engine Journal Show in December.

However, each time we only scratched the surface. Now, we want to dig deeper.

So, what makes Neeva different from the other companies — and what makes Neeva a viable alternative to Google and Bing?

What Are Neeva’s Core Values?

Many companies enter the market making lofty claims of how they’ll do right by users. Even Google once had “don’t be evil” written into its code of conduct: a promise to which some critics argue it hasn’t lived up. Google has de-emphasized “Don’t be evil” in its code of conduct, though it was never removed.

In 2021, Google was sued by three former employees over its “Don’t be evil” motto. They allege that failure to live up to the motto is the equivalent of a breach of contract.

To better understand how Neeva will continue delivering a product that puts users’ needs first, I asked Ramaswamy what Neeva’s core values are.

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“It’s not something we have published, but this is something I’ve talked about a lot with Vivek [Raghunathan, co-founder of Neeva], and I feel good about saying it,” Ramaswamy began. “At our core, we think that, as a company, we want to make technology serve people.”

“I think many other technology companies, especially in the last 25, have turned rather exploitative,” he continued. “I think the ad model exemplifies this. Basically, if I can convince you and get you hooked on my product, I can pretty much do anything.”

“It’s Technology Serving People”

Make no mistake: Neeva is a for-profit organization, though Ramaswamy says its subscription-based revenue model is designed to serve people rather than advertisers.

“Yes, companies are for-profit, but I think if you set up your values to be aligned with your user, to be aligned with your customer, you’ll always serve them,” he said. “To me, that part is important. If you had to say, ‘Hey, what exemplifies what you do?’ It’s technology serving people. This is why we do things like offer a flat price for the search utility you get from us.”

“Technology At Scale Is Quite Inexpensive”

Many companies within the sector lead consumers to believe scaling technology is expensive, which is how some justify charging higher fees, for instance, as they grow.

It doesn’t have to be that way, Ramaswamy says, as he believes the cost of technology at scale is overblown.

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“It’s our belief that technology at scale is actually quite inexpensive,” he noted. “That’s the magic of technology, but right now, the way all of these companies are structured — as they scale, they squeeze more money from you.”

“It’s not like you’re getting more value, though obviously there are exceptions,” Ramaswamy continued. “But it’s really back to the basics of how you create products that delight people. And to me, that’s an honorable living.”

From left to right: Brittany Kaiser, Own Your Data; Sridhar Ramaswamy, Neeva; Ashley Gold, Axios.

What Does Neeva Do To ‘Serve People’?

Neeva’s definition of ‘technology serving people’ is exemplified by its feedback system.

Roughly 20% of the Neeva team is tasked solely with listening to customer feedback and using it to shape the product experience.

On the other hand, many criticize Google for not giving users what they want out of a search experience.

I asked Ramaswamy if he could give examples of specific customer feedback that helped shape Neeva into what it is today.

“There’s tons of feedback that comes to us. Sometimes we feel bad about not being about to take care of all of it,” he started. “But to give an example: We did a currency converter because, believe it or not, it was a top request. Initially, I did not understand this feedback. I was like, ‘Really? It’s that hard for you to click on a link and then type in your numbers and get your currency converted?”

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“But then,” Ramaswamy said, “I realized a larger truth about how people think about the internet.”

“People Fear Clicking On Links”

Neeva was initially against going the Google route of delivering content directly in the SERPs, but has had to make some concessions.

Through listening to customer feedback, the Neeva team learned there’s a real apprehension toward clicking on links in search results.

“Clicking on a link has now become an adversarial task. People actually fear clicking on links because they don’t know what’s on the other side,” Ramaswamy said. “Is it going to be a pop-up? Is it going to tell you that your computer has a virus? Is it something else? That’s the reason why we put [a currency converter] right into the search engine. So that’s one example.”

Another perk offered to Neeva subscribers is access to a Slack channel where customers can engage in group discussions with developers.

“A lot of people said, ‘We want to be able to offer feedback to [improve] your search results,’” Ramaswamy said. “So we built a community feedback feature that’s released to some people; it’s not released to everybody.”

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The way it works, he explained, is users “can say, ‘Hey, this result is not relevant.’ Or, ‘This result is the top result for this query.’”

“This list sort of goes on and on,” Ramaswamy said. “Customers are really a source of lots of ideas.”

Building a Better Search Engine: Lessons From Neeva’s CEOFrom left to right: Brittany Kaiser, Own Your Data; Sridhar Ramaswamy, Neeva; Ashley Gold, Axios.

Neeva Is A Customer-Guided Product

At Collision, Ramaswamy described what he eventually aims to accomplish with Neeva, and how it differs from the goals of larger search engines like Google.

After speaking with him, I asked if he could clarify what he meant by wanting to “let society figure out” what to do with Neeva.

“I spoke about it more in the spirit of: Google spends a billion, makes a hundred billion. My thing was more: We want to make a couple of billion and let society figure out what it wants to do with the service,” Ramaswamy explained. “It’s more of a general argument around not captive capitalism, but competitive capitalism.”

“The beautiful thing about technology is creating a product for 100 million people is not wildly different from creating a product for a billion people,” he continued. “That’s the magic of scale and technology.”

Being paid for by the people who use it gives Neeva unique flexibility regarding future growth.

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Users don’t have as much influence over a product like Google Search, considering they typically don’t pay to use it.

Although even for a free product, Ramasamy argues that Google could be doing much more to give users value.

“My point was a customer-paid product makes it much easier for us to release the product to the whole world [and] still run a profitable company, but not at the kind of obscene scale that I see Facebook or Google operating,” he said. “People always say …  ‘Well, Google gives me free Gmail. Will they stop giving it?’ And my rough answer is: Well, I’m sure, with 100 billion dollars, a bunch of us are going to make really good decisions about how to use that money.”

Ramaswamy said that users “don’t need a monopolist to make that decision and decide they want to give you free Gmail. We don’t need charity from rich companies in order to do this; we need competition, so more of the money that is being spent on this comes to us.”

Building a Better Search Engine: Lessons From Neeva’s CEOFrom left to right: Brittany Kaiser, Own Your Data; Sridhar Ramaswamy, Neeva; Ashley Gold, Axios.

Will Neeva Keep Its Privacy Promises?

DuckDuckGo, another search engine that touts privacy as its key selling point, was recently a source of controversy after it was discovered to be passing along a minor amount of data to Microsoft.

That stemmed from the deal DuckDuckGo has to use Bing’s search index.

I asked Ramasamy what measures Neeva has in place to keep its zero data collection promises.

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“Not serving ads is the biggest measure we have in place. And, we are building our own index,” he said, adding that the company is actively “writing down human ratings and getting data back.”

“We truly want to create a differentiated product,” Ramasamy emphasized. “We started with using the Bing API for search [but] in many ways, I think we would have been better off investing in search from day one. We are a product company, and we want to become a much better search engine. That’s the big differentiator.”

“We’re Making Foundational Investments In Search”

In addition to keeping Neeva ad-free, it will be able to maintain its zero-data promise by building its own search index.

DuckDuckGo, for example, ran into trouble because it’s wholly dependent on Microsoft for search results. Ramasamy says Neeva is the only company outside Google and Bing crawling and indexing the web.

That claim is backed up by an October 2020 report on digital competition by the House Judiciary Committee’s Subcommittee on Antitrust. The report states:

“The high cost of maintaining a fresh index, and the decision by many large webpages to block most crawlers, significantly limits new search engine entrants. Today, the only English-language search engines that maintain their own comprehensive webpage index are Google and Bing.”

He acknowledged that, in response, many ask, “What’s the big deal? What difference does it make?”

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“It lets us do things like creating a much better shopping experience,” Ramasamy explained, noting that, for instance, Neeva “launched Reddit links in search results … because we work with Reddit to get their index. So we have an index of all the web pages they’re serving.”

Ramasamy said that users can receive better-quality results for such queries as, “What are the most interesting Reddit posts that correspond to this query?”

Neeva can “launch features like that, because we’re making foundational investments in search; pretty much the only company outside of Google and Microsoft to be doing this.”

“We increasingly use Bing as a fallback when we cannot answer queries,” Ramasamy acknowledged. However, he said, “Over time, our aspiration is to be able to do more and more of the search results ourselves.”

Neeva’s Sole Focus Is Traditional Web Content (For Now)

With people’s search behavior turning more toward short videos, I asked Ramaswamy if Neeva has any plans to index content like Web Stories or TikTok videos.

For now, Neeva’s sole focus is to solve search for text-based web content.

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“Solving for search, especially things like spoken search, is enough of a large problem that we have not quite gone there,” Ramaswamy said. “We have working arrangements. We have partnerships with companies like Twitter and companies like Reddit to better surface their content.

Twitter, he pointed out, “Has a lot of real-time information. So we’re focused on things like that right now and less on video. That would be a fun project to do.”

Neeva’s Greatest Challenge Is Awareness

As we wrapped up our conversation, I asked Ramaswamy: What’s the most significant hurdle for Neeva to overcome on its journey toward mass adoption?

Ramaswamy’s answer: “It really is about competition.”

The product, he said, is not the issue.

“We have a great product. Compared to ad-supported options … the free Neeva search engine is infinitely better,” Ramaswamy explained. “The place where we struggle is getting the word out, getting people to know us as an option, and getting people to set us as the default search in Safari, which is impossible.

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“Demand More Choice”

As Ramaswamy explained, there’s no incentive for a company like Google to innovate if it doesn’t have any challengers.

Companies tend to improve their products when faced with more robust competition. But the only way for more competitors to enter the search market is for consumers to demand more options.

“To me, this is the biggest ask that I would have,” Ramaswamy said, “is to demand more choice, because competition produces better products.”

In turn, he said, “That competition creates better products for us. An incumbent that is doing very well has no incentive to innovate [or] to disrupt.”

Conversely, over at Neeva, “We have nothing to lose,” Ramaswamy told me. “We’re going to swing for the fences [and make it] easier for people to switch, for them to try Neeva, for them to decide for themselves if they want it or not.”

What’s Next For Neeva?

Before parting ways, I had to ask what we could expect next from Neeva.

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“There’s a lot I’ve learned from Google My Business in terms of local businesses – even in terms of Search Console – that I feel confident we can do better,” Ramaswamy said, adding that “GMB, as you know, is a real problem for lots of people. Especially agencies that want to update information for a bunch of companies that they work with.”

The hope, Ramaswamy said, is that “we’ll have better tools. But not yet.”



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Content Pruning: Why It Works, and How to Do It

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Content Pruning: Why It Works, and How to Do It

Content pruning sounds pretty appealing: delete a ton of content and see your organic traffic improve. But pruning has risks (like deleting useful pages and useful backlinks), and benefits are not guaranteed: So how does pruning actually work? And when

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8 Free SEO Reporting Tools

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8 Free SEO Reporting Tools

There’s no shortage of SEO reporting tools to choose from—but what are the core tools you need to put together an SEO report?

In this article, I’ll share eight of my favorite SEO reporting tools to help you create a comprehensive SEO report for free.

Price: Free

Google Search Console, often called GSC, is one of the most widely used tools to track important SEO metrics from Google Search.

Most common reporting use case

GSC has a ton of data to dive into, but the main performance indicator SEOs look at first in GSC is Clicks on the main Overview dashboard.

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As the data is from Google, SEOs consider it to be a good barometer for tracking organic search performance. As well as clicks data, you can also track the following from the Performance report:

  • Total Impressions
  • Average CTR
  • Average Position
gsc-performance-overviewgsc-performance-overview

Tip

If you’ve signed up for AWT using Google Search Console, you can view your GSC performance data in Ahrefs by clicking “GSC Performance” from the main dashboard.

But for most SEO reporting, GSC clicks data is exported into a spreadsheet and turned into a chart to visualize year-over-year performance.

organic-traffic-graph-showing-clicks-year-over-yearorganic-traffic-graph-showing-clicks-year-over-year

Favorite feature

One of my favorite reports in GSC is the Indexing report. It’s useful for SEO reporting because you can share the indexed to non-indexed pages ratio in your SEO report.

google-search-console-indexed-pages-reportgoogle-search-console-indexed-pages-report

If the website has a lot of non-indexed pages, then it’s worth reviewing the pages to understand why they haven’t been indexed.

Price: Free

Google Looker Studio (GLS), previously known as Google Data Studio (GDS), is a free tool that helps visualize data in shareable dashboards.

Most common reporting use case

Dashboards are an important part of SEO reporting, and GLS allows you to get a total view of search performance from multiple sources through its integrations.

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Out of the box, GLS allows you to connect to many different data sources.

Such as:

  • Marketing products – Google Ads, Google Analytics, Display & Video 360, Search Ads 360
  • Consumer products – Google Sheets, YouTube, and Google Search Console
  • Databases – BigQuery, MySQL, and PostgreSQL
  • Social media platformsFacebook, Reddit, and Twitter
  • Files – CSV file upload and Google Cloud Storage

Sidenote.

If you don’t have the time to create your own report manually, Ahrefs has three Google Looker Studio connectors that can help you create automated SEO reporting for any website in a few clicks

google-looker-studio-partner-connectorsgoogle-looker-studio-partner-connectors

Here’s what a dashboard in GLS looks like:

ahrefs-seo-audit-dashboardahrefs-seo-audit-dashboard
Ahrefs Google Looker Studio integration

With this type of dashboard, you share reports that are easy to understand with clients or other stakeholders.

Favorite feature

The ability to blend and filter data from different sources, like GA and GSC, means you can get a customized overview of your total search performance, tailored to your website.

Price: Free for 500 URLs

Screaming Frog is a website crawler that helps you audit your website.

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Screaming Frog’s free version of its crawler is perfect if you want to run a quick audit on a bunch of URLs. The free version is limited to 500 URLs—making it ideal for crawling smaller websites.

screaming-frog-user-interface-screenshotscreaming-frog-user-interface-screenshot

Most common reporting use case

When it comes to reporting, the Reports menu in Screaming Frog SEO Spider has a wealth of information you can look over that covers all the technical aspects of your website, such as analyzing, redirects, canonicals, pagination, hreflang, structured data, and more.

Once you’ve crawled your site, it’s just a matter of downloading the reports you need and working out the main issues to summarize in your SEO report.

Favorite feature

Screaming Frog can pull in data from other tools, including Ahrefs, using APIs. 

If you already had access to a few SEO tools’ APIs, you could pull data from all of them directly into Screaming Frog. This is useful if you want to combine crawl data with performance data or other 3rd party tools.

screaming-frog-api-accessscreaming-frog-api-access

Even if you’ve never configured an API, connecting other tools to Screaming Frog is straightforward.

Price: Free

Ahrefs has a large selection of free SEO tools to help you at every stage of your SEO campaign, and many of these can be used to provide insights for your SEO reporting.

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when-to-use-ahrefs-free-tools-across-the-seo-process-illustrationwhen-to-use-ahrefs-free-tools-across-the-seo-process-illustration

For example, you could use our:

Most common reporting use case

One of our most popular free SEO tools is Ahrefs Webmaster Tools (AWT), which you can use for your SEO reporting.

With AWT, you can:

  • Monitor your SEO health over time by setting up scheduled SEO audits
  • See the performance of your website
  • Check all known backlinks for your website
ahrefs-overviewahrefs-overview

Favorite feature

Of all the Ahrefs free tools, my favorite is AWT. Within it, site auditing is my favorite feature—once you’ve set it up, it’s a completely hands-free way to keep track of your website’s technical performance and monitor its health.

If you already have access to Google Search Console, it’s a no-brainer to set up a free AWT account and schedule a technical crawl of your website(s).

Price: Free

Ahrefs’ SEO Toolbar is a free Chrome and Firefox extension useful for diagnosing on-page technical issues and performing quick spot checks on your website’s pages.

Most common reporting use case

For SEO reporting, it’s useful to run an on-page check on your website’s top pages to ensure there aren’t any serious on-page issues.

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ahrefs-seo-toolbar-overviewahrefs-seo-toolbar-overview

With the free version, you get the following features:

  • On-page SEO report
  • Redirect tracer with HTTP Headers
  • Outgoing links report with link highlighter and broken link checker
  • SERP positions
  • Country changer for SERP

The SEO toolbar is excellent for spot-checking issues with pages on your website. If you are not confident with inspecting the code, it can also give you valuable pointers on what elements you need to include on your pages to make them search-friendly.

If anything is wrong with the page, the toolbar highlights it, with red indicating a critical issue.

severity-highlight-ahrefs-seo-toolbarseverity-highlight-ahrefs-seo-toolbar

Favorite feature

The section I use the most frequently in the SEO toolbar is the Indexability tab. In this section, you can see whether the page can be crawled and indexed by Google.

indexability-tab-ahrefs-seo-toolbarindexability-tab-ahrefs-seo-toolbar

Although you can do this by inspecting the code manually, using the toolbar is much faster.

Price: Free

Like GSC, Google Analytics is another tool you can use to track the performance of your website, tracking sessions and conversions and much more on your website.

google-analytics-screenshotgoogle-analytics-screenshot

Most common reporting use case

GA gives you a total view of website traffic from several different sources, such as direct, social, organic, paid traffic, and more.

Favorite feature

You can create and track up to 300 events and 30 conversions with GA4. Previously, with universal analytics, you could only track 20 conversions. This makes conversion and event tracking easier within GA4.

Price: Free

Google Slides is Google’s version of Microsoft PowerPoint. If you don’t have a dashboard set up to report on your SEO performance, the next best thing is to assemble a slide deck.

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Many SEO agencies present their report through dashboard insights and PowerPoint presentations. However, if you don’t have access to PowerPoint, then Google Slides is an excellent (free) alternative.

google-slides-screenshotgoogle-slides-screenshot

Most common reporting use cases

The most common use of Google Slides is to create a monthly SEO report. If you don’t know what to include in a monthly report, use our SEO report template.

Favorite feature

One of my favorite features is the ability to share your presentation on a video chat directly from Google Slides. You can do this by clicking the camera icon in the top right.

share-video-chat-google-slidesshare-video-chat-google-slides

This is useful if you are working with remote clients and makes sharing your reports easy.

Price: Free

Google Trends allows you to view a keyword’s popularity over time in any country. The data shown is the relative popularity ratio scaled from 0-100, not the direct volume of search queries.

Most common reporting use cases

Google Trends is useful for showing how the popularity of certain searches can increase or decrease over time. If you work with a website that often has trending products, services, or news, it can be useful to illustrate this visually in your SEO report.

Google Trends makes it easy to spot seasonal trends for product categories. For example, people want to buy BBQs when the weather is sunny.

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Using Google Trends, we can see that peak demand for BBQs usually happens in June-July every year.

bbq-google-trends-graphbbq-google-trends-graph

Using this data across the last five years, we could be fairly sure when the BBQ season would start and end.

Favorite feature

Comparing two or more search terms against each other over time is one of my favorite uses of Google Trends, as it can be used to tell its own story.

google-trends-comparison-examplegoogle-trends-comparison-example

Embellishing your report with trends data allows you to gain further insights into market trends.

You can even dig into trends at a regional level if you need to.

regional-trends-via-google-trendsregional-trends-via-google-trends

Final thoughts

These free tools will help you put together the foundations for a well-rounded SEO report.

The tools you use for SEO reporting don’t always have to be expensive—even large companies use many of the free tools mentioned to create insights for their client’s SEO reports.

Got more questions? Ping me on X 🙂

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Study Reveals Potential Disruption For Brands & SEO

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Study Reveals Potential Disruption For Brands & SEO

A new study by Authoritas suggests that Google’s AI-powered Search Generative Experience (SGE), currently being tested with a limited group of users, could adversely impact brand visibility and organic search traffic.

These findings include:

  • When an SGE box is expanded, the top organic result drops by over 1,200 pixels on average, significantly reducing visibility.
  • 62% of SGE links come from domains outside the top 10 organic results.
  • Ecommerce, electronics, and fashion-related searches saw the greatest disruption, though all verticals were somewhat impacted.

Adapting to generative search may require a shift in SEO strategies, focusing more on long-form content, expert insights, and multimedia formats.

As Google continues to invest in AI-powered search, the Authoritas study provides an early look at the potential challenges and opportunities ahead.

High Penetration Rate & Industry-Wide Effects

The study analyzed 2,900 brand and product-related keywords across 15 industry verticals and found that Google displays SGE results for 91.4% of all search queries.

The prevalence of SGE results indicates they impact a majority of websites across various industries.

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The research analyzed the typical composition of SGE results. On average, each SGE element contained between 10-11 links sourced from an average of four different domains.

This indicates brands may need to earn multiple links and listings within these AI-curated results to maintain visibility and traffic.

The research also suggests that larger, well-established websites like Quora and Reddit will likely perform better in SGE results than smaller websites and lesser-known brands.

Shifting Dynamics In Organic Search Results

With SGE results occupying the entire first page, websites that currently hold the top positions may experience a significant decrease in traffic and click-through rates.

When a user clicks to expand the SGE element, the study found that, on average, the #1 ranked organic result drops a sizeable 1,255 pixels down the page.

Even if a website ranks number one in organic search, it may effectively be pushed down to the second page due to the prominence of SGE results.

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New Competition From Unexpected Sources

The study revealed that SGE frequently surfaces links and content from websites that didn’t appear in the top organic rankings.

On average, only 20.1% of SGE links exactly matched a URL from the first page of Google search results.

An additional 17.9% of SGE links were from the same domains as page one results but linked to different pages. The remaining 62% of SGE links came from sources outside the top organic results.

Challenges For Brand Term Optimization & Local Search

The study reveals that SGE results for branded terms may include competitors’ websites alongside the brand’s own site, potentially leading to increased competition for brand visibility.

Laurence O’Toole, CEO and founder of Authoritas, states:

“Brands are not immune. These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and related brand and product terms that you care about.”

Additionally, local businesses may face similar challenges, as SGE results could feature competing local brands even when users search for a specific brand in a regional context.

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Methodology & Limitations

To arrive at these insights, Authoritas analyzed a robust dataset of 2,900 search keywords across a spectrum of query types, including specific brand names, brand + generic terms, brand + product names, generic terms, and specific product names. The keywords were distributed across 15 industry verticals.

The study utilized a consistent desktop browser viewport to quantify pixel-based changes in the search results. Authoritas also developed proprietary “alignment scores” to measure the degree of overlap between traditional organic search results and the new SGE links.

While acknowledging some limitations, such as the keyword set needing to be fully representative of each vertical and the still-evolving nature of SGE, Authoritas maintains that the insights hold value in preparing brands for the new realities of an AI-powered search ecosystem.

Why We Care

The findings of the Authoritas study have implications for businesses, marketers, and SEO professionals. As Google’s SGE becomes more prevalent, it could disrupt traditional organic search rankings and traffic patterns.

Brands that have invested heavily in SEO and have achieved top rankings for key terms may find their visibility and click-through rates diminished by the prominence of SGE results.

SGE introduces new competition from unexpected sources, as most SGE links come from domains outside the top 10 organic results. This means businesses may need to compete not only with their traditional rivals but also with a broader range of websites that gain visibility through SGE.

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As Google is a primary source of traffic and leads for many businesses, any changes to its search results can impact visibility, brand awareness, and revenue.

How This Could Help You

While the rise of SGE presents challenges, it also offers opportunities.

Taking into account what we’ve learned from the Authoritas study, here are some actionable takeaways:

  • As SGE favors in-depth, informative content, businesses may benefit from investing in comprehensive, well-researched articles and guides that provide value to users.
  • Incorporating expert quotes, interviews, and authoritative sources within your content could increase the likelihood of being featured in SGE results.
  • Enriching your content with images, videos, and other multimedia elements may help capture the attention of both users and the SGE algorithm.
  • Building a strong brand presence across multiple channels, including social media, industry forums, and relevant websites, can increase your chances of appearing in SGE.
  • Creating a trustworthy brand and managing your online reputation will be crucial, as SGE may feature competitors alongside your website.

Looking Ahead

While the long-term impact of SGE will depend on user adoption and the perceived usefulness of results, this study’s findings serve as a valuable starting point for businesses and SEO professionals.

By proactively addressing the challenges and opportunities SGE presents, you can increase your chances of success in the new search environment.


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