Google greed is killing the golden goose

by Frank 26. November 2011 13:31

Every year our website is improved and has more relevant content but every year, since Google has been in power, the number of inquiries we receive via our website falls.

I am fond of saying that Google has kidnapped the Internet.  It used to be a public resource but now it is a Google resource, it has been ‘monetised’ by Google and Google continually refines its model to produce more money from the Internet. The net effect of every ‘improved Google algorithm’ is that you have to spend more time and money to be ‘found’.

I contend that a Google search now no longer gives you what you are looking for, it gives you what Google thinks you should have. For example, who asked Google to ‘localise’ searches? I certainly didn’t because I run an international business with my website as our portal to the world.

The Google reign has also spawned a plethora of blood-sucking SEO (Search Engine Optimization) companies that promise the world, guarantee nothing and deliver very little for your money. The fact that normal companies can no longer work out how to be found without help has been a boom to the SEO charlatans. The fact that Google continually plays with its stupid academic algorithm ensures that no strategy works for very long so you are forced to hire an SEO company on an ongoing, never-ending basis just to keep you head above water. Bad luck to those companies that can’t afford to hire an SEO company; even worse luck to those that do spend scarce dollars on SEO for negligible results.

What we need is for Google and Bing and the others to go back to a simple algorithm based on relevant content but that is not going to happen because that would be contrary to the money making algorithms they all employ and the avaricious demands of the stock market.

Who is going to design and develop a brilliant new search engine that works purely on relevant content and gives you exactly what you ask for if it isn’t based on adwords and advertising revenue? It is a bit like asking who will spend tens or hundreds of millions of dollars on a cancer cure that will be given away free? It simply is not going to happen.

It is my prediction that Google’s insatiable quest for revenue growth will see more and more companies simply drop out of the game because it is too hard to understand and too expensive. They will have to find new ways, and reuse old ways, to reach their customers and prospective customers.

Adding to the difficulty is idiotic and poorly thought out anti-spam legislation passed all over the world (though Europe seems to be ahead with the most brain dead laws) that has done nothing to stop spammers but had severely penalised legitimate businesses making it almost impossible to market by email (for legitimate companies anyway). It has of course also created a whole new industry of blood-sucking ‘double opt-In’ email list spruikers more than happy to take advantage of stupid government legislation and rip-off gullible businesses.

The Wall Street analysts will continue to demand better revenue and income numbers from Google each quarter and Google will respond. Your business will be the loser because the pressures of the financial system will ensure that you have to pay more and more money every year to be found.

We will soon see a rich and poor tier system in place. A small number of very large and rich companies using Google to market on the Internet and a much larger number of smaller and less rich companies dropping out of the game they can’t afford to play in. Lots of small and micro businesses, especially home-based businesses, will fail in the process and many already have.

We saw the same thing happen a lot of years ago with advertising in traditional media. It soon got to the stage where it was a waste of money trying to do corporate advertising if your budget couldn’t stretch to tens of millions of dollars so the little guys simply dropped out of the game. The big media corporations killed the golden goose because of greed and eventually, it changed the whole face of traditional advertising and a great many of those greedy providers are no more.

In my opinion Google is now repeating the same formula with the Internet.  Because of that we are now experimenting with new and old ways to promote our business and reach our customers and prospective customers. I can’t speak for the rest of the world but I get the feeling that a great many smaller companies are moving in the same direction we are. Only time will tell if I am right.

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