There is a tendency by MBA course tutors to take past practices as gospel and serve it as the way to the future. The 80s (yeah, you know…sometime last century) shocked the business world because ‘jobs for life’ became a thing of the past as companies, facing a succession of recessions spaced every six or seven years apart shed staff, took on part-timers to do full-time jobs and introduced outsourcing in an effort to become more efficient.
Just last week Google looked certain to buy Groupon in a deal which made sense. What no accounted for, of course, was Groupon saying ‘no’ to $6 billion. So far, the week began with a deal which looks set to fall through because the Groupon board cannot decide.
When you are the world’s most popular search engine, fielding over a billion search queries a day censorship of any kind, however well-intentioned is most likely to land you in hot water. Google Instant is changing the way we use Google search and Google have placed some restrictions on what it can show in order to ‘protect the innocent’.
Basically it has altered the algorithm so that if certain words are input, even if they are immensely popular the results stop appearing for them and you then have to manually click yes, you want to go on and see them. Not much of a restriction in terms of safeguarding anything and you must wonder why it’s there at all if all it takes is a single click to make it go away. For example type in “bisexual” or “lesbian” in the Google search query field and Google Instant stops working.
Over the past year Google has, quietly, rolled out over 350 changes to its search algorithm, each of which has made it more responsive, faster and capable of delivering more and more relevant results. As autumn rolled in, in the northern hemisphere, Google made a seemingly tiny change which, however, is going to have a whole lot of ramifications in terms of SEO.
First, let’s look at the change. Google has for some time now been getting into the real-time search game with Twitter results coming up in a real-time window within Google search results. The latest change called Google Instant you can see what it’s all about in the video below:
We are all used to talking about SEO and thinking of keywords, blog posts and thematic linking across different parts of one website, but when it comes to a large scale online business, like Microsoft, the challenge becomes a lot more difficult and the solution which is applied can become a valuable lesson for those who may not necessarily have a business that large to optimize but who could benefit from the practices applied.
The web is a place where grown men break down and cry and kids fresh out of school walk away owning banks and flying in Leer jets. This ability to upset the status quo and present the new and fresh to the masses has created an impetus which still drives our economy.
The entire point of the web has been about personalization from the very beginning. The moment, back in ’95 those strident handshake modem tones were struck and we saw our first website we were hooked on the fact that now we could do just about anything in the small hours of the morning in our PJs.
Because we are used to thinking that Google is so big that everything which it does is bound to be supported by an unbelievably big number which will be its budget and the sort of marketing brains which dwarf the wattage output of super novas except that you’d be right only on the latter. Like any large company Google adopts the approach that each project needs to work on a shoestring budget and fight hard for its existence backed, mostly, by the glamour of the Google brand and the brilliance of its people.