Remember when Google was the absolute king of the web? You know, when everything was focused on getting links to get ranked in Google. Aren’t you glad to see that slipping away?
Why do you think they are trying to appear to be more transparent about the algorithm? Because they realized that people have learned that Google doesn’t have all the answers.
We have been conditioned to know that if I want something for free, check out Craigslist. If I want to sell something online, it’s ebay. If I want to buy something, go to Amazon. If I want to socialize, I visit Facebook. When I want to look for a job, I then start thinking about my profile on LinkedIn. When I want to watch video, it’s Youtube. Latest news? Head over to Twitter.
With the exception of YouTube, Google is nowhere to be found on that list of important life activities.
Google recognized this trend in how we use the web and is now scrambling to get our attention. They know their grip on SEO’s is coming to an end. In the past, I spent most of my time on doing what Google wanted to get ranked. Today, that percentage is only about 10%.
Social media bypasses them. Google wants to build a computer like the one that exists in the Star Trek movies, but they might be ancient history by the time that happens. Through their own way of existence, they have taught us to remember destination urls.
The goal of Google Plus is to connect you from verified accounts to all of their 60+ properties they own. This way, they feel that they can have a better picture of your wants and likes. So, whenever you are off their “grid”, it pisses them off.
They know there is so much personalized data behind Facebook’s logged in users and it kills them that they can’t access it. Where Google used to be able to influence, now they have been pushed out to the role of a listener and then try to react to what’s going on. Instead of making things happen, they are wondering what happened.
They still have to put on the act like they are the answer to internet riches. That used to be true, but not any longer. I can drive targeted readers to my sites without a single person coming from Google and they are the best qualified visitors since they are people interested in whatever the topic is that made that person click.
Between all the social networks and websites that exist online, there really is no need for Google anymore. The foolish with money to burn will always continue to throw millions at Google for all of their “traffic”, yet if that same budget was devoted to building relationships and investing in your own site, the returns would easily triple what they are getting from paid search on Google.
If you know how to reach influencers (like I do) why spend your time crafting your site to how Google wants it? Instead, spend your time building relationships with the people that can get your brand the greatest endorsement of all – a mention to their dedicated readers!
Sooner than you think, Google will become less valuable as a search destination. They already know this and that’s why they are branching out into other industries – Google Glass – their attempt at an iPhone killer – to providing internet access for “free” to residents of the United States. Search might be a utility that we take for granted, but that will decline in time as destination sites remove the need for search. That’s why Google is desperately getting into other areas of business, and why Matt Cutts is suddenly providing more details on what they are looking for.
It’s just making their job easier for them.
Google has always said to act as if search engines didn’t exist. Funny how that is biting them in the ass now, and will do even more in the future.