Further Actions Threatened Against Google. Will This Have An Effect On Search Platforms?
| Posted in List Building
Google remains under pressure from many sides. There is news of an attempt to break the business up under antitrust legislation in America. This follows complaints from around the world to its expansion into areas beyond the core search facility. Is this a problem for anyone involved in search advertising?
This should not make any difference to the way search engine optimisation specialists work. Using search optimization on company’s website to improve its organic will still be necessary, no matter what happens. The cost of defending itself against the world is getting costly, which could explain all of the work by Google to attract more paid advertising, but that will not influence those preferring to concentrate on raising a website’s organic ranking.
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Most of the complaints against Google appear to focus on its expansion into additional facilities beyond the basic search facility. In its desire to become the source of all knowledge, Google is building subsidiary facilities such as Books, Maps and Earth. These have their uses, but are peripheral to the basic needs of search advertising.
If the antitrust actions did lead to fragmentation of the business, it would be interesting to see what develops. Would the central search facility be separated? Would it survive under a new owner but with the same name? A lot of the British companies using the Virgin brand have little connection with Richard Branson himself. Google has become such a generic name for search that many specialist search engine optimisation companies define their fees to client companies in terms of a Google page one search engine positioning. If Google search was devolved, it will have a slight impact on those companies. It will not be a major problem to derive a new definition of success. For the everyday user, using Google as a verb to describe a search would probably continue even if it was renamed – after all, how many people actually use a vacuum cleaner made by Hoover?
The essential methods of search optimization will continue. Websites will need the review that leads to mechanical enhancements to make a page more prominent on a results listing. Selecting keywords and the best pages with which to couple them will still be required. Off-page methods to promote those keywords through the composition and dissemination of items will still be required. All the effort being made now to make the search engines recognise the importance of the website’s content will still be required to assist in improving its organic ranking. Optimisation consultants will still debate the merits and ethics of different strategies and complain about whichever organization is the dominant player at the moment.
What is happening to Google is not new and is no worse than similar objections against Microsoft over the years. There will always be complaints when one organization continues to grow at a high rate and tries to dominate. There have always been alternative web browsers to that supplied by Microsoft, and there will always be alternative search engines to Google. However, even if Google did break up, it would not affect the basic operation of search engines. Using to obtain a higher organic search engine positioning will still be worthwhile as it works across all search engines.
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