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Adam Epstein
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on Wednesday, 11 January 2012
in Industry Report

Another Plus for Google, Another Minus for Everyone Else

It turns out that Larry Page is amazing at Search Engine Optimization.

Starting yesterday, links to Google+ pages will rank as Google's top organic search result for...just about everything. Search expert Danny Sullivan says this is the "most radical transformation ever" for Google search results.

In other words: SEO is dead. Larry Page just killed it.

His secret: Page tied every employee’s bonus to the success of Google+. It also helps to have firing power over the ranking algorithm engineers. So unless you can convince Page to hook you up, relying on SEO means you are SOL.

Of course, now there is an outcry from web properties that rely on Google for traffic – Twitter’s General Counsel Alex Macgillivray called it “a bad day for the Internet” – and when lawyers get involved, you can bet there will be a push for the Justice Department to add this latest move to its list of antitrust behavior.

Google's response is: we're not paying Facebook, Twitter or Flickr for their content. We have our own.

This comes on the heels of Google's involvement in a link-buying scheme to promote Chrome. But that's amateur hour.

When Page decides to promote a service and/or get his competitors to give him their content for free, he changes the algo.

Every time Google acquires or pushes its own media properties, more advertisers realize that Google has a conflict of interest—and that relying exclusively on Google for search engine traffic is not a sustainable business model.

Writing a blog post or petitioning the government might make you feel good in the moment, but it won't address your immediate business needs. You need traffic. From someone other than Google.

If you really want to fight the Google monopoly, start buying traffic from its competitors.

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