A few months back, I wrote an article titled Google’s Panda Update: Haters, Cheaters and Consequences. The article was my defense of Google's constant algorithm changes. In that article I naively wrote the following:
"Unlike a lot of cynics out there, I believe that Google is trying to deliver the most relevant and useful search results possible."
Well, I've always been a big enough man to admit when I'm wrong. And I was wrong about Google. Dead wrong. Like so many others, I too was fooled by Google's clever sleight of hand. Let me explain.
Google's Clever Sleight Of Hand
Over the years, Google has had numerous algorithm changes:
o 2003-05-01 “Fritz” update
o 2003-05-16 “Florida” update
o 2007-01-25 Googlebombs “defused” update
o 2009-02-20 “Vince” update
o 2010-05-01 “Mayday” update
o 2011-02-24 “Panda” update
o 2011-05-10 “Panda 2.1″ update
o 2011-06-16 “Panda 2.2″ update
o 2011-07-23 “Panda 2.3″ update
o 2011-08-12 “Panda 2.4″ update
o 2011-09-27 “Panda 2.5″ update (Source: ToddNemet.com)
Obviously, with so many major updates, it would be reasonable to assume that Google is working hard trying to deliver a superior product - provide users with a better search "experience." It would be reasonable to assume that, but it would be the wrong assumption.
Show Google The Money
Why? Because Google has strayed far away from its original search roots. Today's Google is first and foremost a greedy corporation - the world's most powerful advertising company that generates 97 percent of its income from its advertising programs - namely Adwords. And while Google may have made its name in search, it made its fortune from advertising.
And when 97 percent of your income is coming from advertising, guess what your overriding priority is going to be? That's right...making more money from your advertising programs!
So how did it come to this? How did Google lose its way?
In a word...greed. Google makes a lot of money from online advertising. How much is a lot? In the twelve months ending June 30, 2011, Google made $33.3 billion in revenues. Of that, 97 percent ($32.2 billion) was from advertising.
You Gotta Pay To Play
WordStream, a provider of software for keywords and pay-per-click marketing campaigns, has done research to discover which keywords receive the highest costs per click (CPC) in Google AdWords. Following are the top 20 keyword categories that fetched the highest costs per click:
1. Insurance - $54.91 per click
2. Loans - $44.28 per click
3. Mortgage - $47.12 per click
4. Attorney - $47.07 per click
5. Credit - $36.06 per click
6. Lawyer - $42.51 per click
7. Donate - $42.02 per click
8. Degree - $40.61 per click
9. Hosting - $31.91 per click
10. Claim - $45.51 per click
11. Conference Call - $42.05 per click
12. Trading - $33.19 per click
13. Software - $35.29 per click
14. Recovery - $42.03 per click
15. Transfer - $29.86 per click
16. Gas/Electricity - $54.62 per click
17. Classes - $35.04 per click
18. Rehab - $33.59 per click
19. Treatment - $37.18 per click
20. Cord Blood - $27.80 per click (Source: PracticalEcommerce.com)
Can you believe the cost-per-click of the top 20 keyword categories? Not only is Google thumbing its nose at searchers, it's also kicking small advertisers to the curb as well. The same small advertisers who helped Google become the dominant advertising force that it's become. At those prices, it's impossible for small advertisers to compete. The playing field is tilted decidedly towards the side of big business.
One Man's Rant?
So, is this article one man's rant, or do others feel the same way that I do? I can assure you, I'm not the only one condemning Google's for its irresponsible actions and greed. Here's what SEOBook's Aaron Wall had to say in his article Forget about SEO. To be visible in Google today, try Adwords.
"Some of Google's new search results look quite alarming in terms of every single link above the fold is either a paid ad, or links to yet another Google page wrapped in ads.
I have a huge monitor & it is impossible for me to click *anywhere* above the fold on some search results without going through Google's toll booth or clicking off to yet another Google ad wrapped page.
Those who coddled Google & gave Google the benefit of the doubt now have egg on their face, and the industry as a whole is poorer for their poor judgement & lack of stewardship."
And here's what NetSpeak Solutions Stephen Dow had to say in his article Google Panda: Hurting SEO and Search Results for Increased Ad Revenues?
"All during the 'Panda mess' one thing has been positive for Google’s, their ad revenues! They’ve grown to record levels (especially this last quarter). Why? I believe it’s simply because desperate business owners (and SEO marketers) don’t have sure answers to make-up for lost rankings and traffic. So, they decide to 'punt' by using more paid advertising – even going as far as pointing ads to home pages (now that’s desperation)!
As Google continues with its Panda 'search engine redesign,' let’s all just sit back and watch them continue to mess up organic search and the Internet marketing industry."
So, am I and others criticizing Google unfairly? Or, am I right to ask the question: Is Google's Advertising Destroying the Sanctity of Search Results?
What do you think?
Posts
If Google is trying to improve the searchers results then, they are not doing their job.
ReplyDeleteHow can they not consider what you have described "bias" in their favor, not the searchers?
That paid ad may not be the most relevant result for the searcher but, the searcher will never know because, Google is going to favor returning a page that generates them money.
They have lost the root of what they started out to be and of course, not doing it until everyone made them into what they have become by being UN-biased, like in the beginning.
But then, that's what greed will do.
Yeah, too bad this company has literally taken over control of the Internet, at least the financial side of it. If you're no contribution to Google, then you won't get seen, period. Oh, there are some who will proudly demonstrate one of their own sites that's gotten past that, but look quick, 'cause they're gone, too.
ReplyDeleteOver the recent years, I've developed affiliate sites that congregate, not just copy, detailed information about specific products. Info you can find if you're willing to go through a dozen others to get it. And it's what you'll have to do if you stay on Google.
Bing and Yahoo - they'll carry me on page one but I'm lucky if I even get indexed on Google. That's an awful lot of traffic and business that Google controls. I'm no longer a fan of that company that started out with a good idea, then decided it could actually take control of what we see on the Internet. And it HAS succeded. What's really surprised me is the way most folks just gloss over it and don't care a bit.
As an addendum to my previous post moments ago about Google's controlling the info we see ...I DO NOT use Adsense on my sites. Suppose that's the problem? Could be, but it's not the answer for me.
ReplyDeleteSO Frustrating! Google Claims they are trying to improve search results but it's only getting worse by the day. Search for a specific product and all you get is links to sites with NO product but stead links to Another site. Good luck actually Finding what you're looking for unless you want to buy it from a Google shop.
ReplyDeleteBeing in the Website Design business I frequently search keywords like "Custom Website Design", "CMS Website Design" and "USA Website Design". "Custom" keyword pulls up Themes and Template sites, "CMS" pulls up sites that are Clearly garbage spammed into the results and "USA" pulls up Every Foreign designer well before any true USA firms come up. Any other engine in the world provides better Targeted results.
Not to mention what you have to do to your website and Design just to get a decent ranking in the Google Monopoly. I am surprised Google Webmaster Tools doesn't show a warning like "you have graphics on your website please remove them!" or "Your website design has Style, please stop!".
While we and our clients easily rank top 10 on every other search engine with little effort, in order to get everyone into the Google Monopoly we had to create our own private network of sites to push 2,000+ links to client sites so they can compete. That's expensive to maintain and no way on earth could a "Mom & Pop" do it alone.
The only way I can see to protest Google is to do a Google search for Yahoo and Click thru and that's how I start every search. When I am looking for product and get results of endless links to links to links I make Sure I click their Sponsored Ad.
Respected industry experts used to praise Google for its search results. Many of those same experts now have grave concerns about those results. Like me, many people feel, Google has indeed lost its way.
ReplyDeleteTruth be told, I don’t have a problem with Google making as much money as it can. After all, we live in a free-enterprise society. Supply and demand and all that jazzz…yada, yada, yada.
But when people see Google making record profits in the midst of deteriorating search results, they have every right to question Google’s motives.
“To whom much is given, much is expected.” As the most powerful search engine on the planet, people expect much more from Google. Fair or not, that’s just the way it is.
Google's ranking algorithm looking at 'qty of backlinks' has turned into a public joke. There are, realistically, only TWO considerations in SEO nowadays for the little guy:
ReplyDelete#1. Make your content worthwhile and relevant to your keyword - easy enough, because it's what you specialize in, but worthless without #2:
#2. Budget an account to purchase a minimum of 1,000 backlinks from by any of the freely advertising 'backlink' brokers around.
Absolutely insane. If you want to actually get information from Google searches, START ON PAGE 3!
Its exactly true. A real valuable site will not get dropped.
ReplyDeleteThey have too much power over us developers too. Everytime they say jump we say "how high?" or we lose our position in the SERPs. They have too much control already - we should all start using Bing if we want relevant results - google for ads.
ReplyDelete