2242: Another Frustrating Way Clickbait Ruins the Internet

Earlier today, I was browsing around the Internet looking for some tips and tricks on how to better play Dungeon Travelers 2. I tried GameFAQs, and the content there was disappointingly light, though there is a good character guide at least. Then I resorted to Google, and I was reminded of something that’s been bugging me for a while.

Here’s my Google results for “dungeon travelers 2 walkthrough”:

“Oh,” I thought, skipping past the GameFAQs entry because I’d already checked it out. “There’s some more walkthroughs out there. IGN have got one, huh? Well, that should be decent enough.”

As anyone who has ever attempted to look at one of IGN’s walkthroughs — or indeed one on the “GameWise” site above it — will know… no. This is emphatically not the case. Here is IGN’s walkthrough for Dungeon Travelers 2:

That’s right! There’s absolutely fuck all there besides the most basic database information for the game itself. And if you thought GameWise might be any better, being higher ranked on Google? Nope.

GameWise takes considerably more words to say that it doesn’t have any content for the guide, and outright lies to the reader by saying its “team of contributors will help you work through the game via a step-by-step tutorial” and that it will “take you all the way through the game to 100% completion including unlockable quests and items”. It’s boilerplate text, of course, but it’s complete bollocks and, more to the point, it’s evidence of a particularly dishonest practice that goes on alarmingly frequently these days: sites that put up “landing pages” for things that people might be searching for, then don’t populate them with content right away (or sometimes, as we can see here, at all) so that they can get some of that sweet, sweet ad revenue by someone who doesn’t know any better clicking on them without having to put any actual work in.

This is actively making the Internet less useful, particularly as both IGN and GameWise have clearly made the effort to get themselves highly ranked on Google as a “trustworthy” source. And indeed both of these sites may well have helpful walkthroughs and guides for more mainstream, popular games, and in that instance, them showing up on Google is absolutely fine. But to list a “false positive” result like this is extremely dishonest and incredibly frustrating for the reader.

I’m reminded of the evolution of my time at USgamer. When the site launched, each of us on the team were specifically given pretty much free reign to cover what we wanted in our own personal style: the thinking was very much along the lines of 1up.com back in the glory days, when there would be distinct “personalities”, each with their own specialisms, building up their own communities of readers. It was great; it was fun to write, and the community appreciated this honest style of writing.

Unfortunately, it didn’t satisfy the suits as it wasn’t raking in enough ad revenue. So out went the freedom and in came a more strict regime. Whereas once I took the approach that I had once taken so successfully on GamePro — look out for things that looked interesting that other sites hadn’t covered in detail, then cover them in detail — I was reduced to having to seek approval for every news story I posted, and this led USgamer’s news section to start looking more and more like every other gaming news site out there, covering the same old stories in the same old way.

This only got worse once I got laid off and was working out my notice; the site started to post guide content for recently released games, partly through the site’s partnership with Prima Games, whose website was also part of the Gamer Network umbrella. I had to split guides into parts so they could be published across several days and rake in more clicks than they would have done if posted all in one lump; worse, I didn’t have the creativity to write my own stuff, since all the content was already done and I was pretty much reduced to being a data entry person, editing and tidying up the raw copy so it looked good on the site. And, of course, even worse than that, the hours that I was tied up pissing around with these stupid guides were hours that I couldn’t spend writing more interesting things or telling people about games they might not have heard of before. (I am 100% sure that this was deliberate.)

Guide content has its place, but it should be on a dedicated site that specialises in it — such as GameFAQs — not used as insultingly transparent bait to get people to visit your site and cross your fingers that they might read something else you’ve written while they’re there. (They won’t.) And it absolutely, definitely should not be used in the way IGN and GameWise use it, which is to hook people in without actually providing any content at all.

It’s not just guide content, of course — IGN in particular has been caught playing the SEO game with articles about games and tricking Google into thinking they are “reviews” when they’re nothing of the sort — but guide content represents by far the most egregious examples of this bullshit going on.

If you are engaging in this, you are making the Internet a less useful place to find information. Stop being a cunt and write something helpful to go with your beautifully optimised search engine bullshit, or don’t list the page at all.