As Google Grows More Social Will Google Call Search Off?

Feb. 21, 2012 - PRLog -- Did the introduction of Google+ in the summer of 2011 signal the beginning of the end for traditional organic SEO, as used (and abused) by the entire online business world? Recent revelations from Google sources openly admit that the newly-evolved search and social engine is now attempting to fix the basic premise of being able to PageRank for organic SEO keywords without buying PPC ad paid search.

With ownership of over 100 companies, including YouTube from October 2006, Google has been acquiring at least one brand every single week since 2010, most notably Motorola Motobility in August 2011. In addition, Google has been accused in recent years of favouring their own lengthening portfolio of products and services pages when returning search queries.

In the pre Facebook and Twitter era, before social media networking came to challenge the essential search engine business model of inbound and outbound link building, users expected relevant search results to be returned via sponsored advertising and organic SEO listings ads. ECommerce site owners were advised that effective online marketing should comprise both approaches and hence, the beginning of the focus on key content.

The dawn of multichannel social engagement across integrated technology platforms was the game-changer that saw Google look to shaking out low content sites, link farms and spam portals who use black-hat methods to gain PageRank. The truth is that manipulated search, which is returned above genuine and more relevant results, is ultimately, of no use to either the user or the future credibility of the web itself for viable search.

With Google Panda, the message is reinforced that there is to be no more sense of entitlement to manipulate search results. Their simple assertion of ‘first principles’ is  “ … if you want to rank highly be relevant for the user currently searching…”. Just keep on providing relevant content and engaging in social media!

In reality, 99 per cent of searches actually return Wikipedia on Google Page One, and the bottom-line truth is that Google really views all free traffic a website receives from organic search as a loss of paid search revenue. We are all aware that Google takes 3rd party content and wraps it with ads!  With Google+ seeking to draw traffic from the social spaces and integrated with search,  their search pages are likely to be more favoured to be returned. Consequently, trying to rank by traditional SEO, which is  outside of the Google ‘loop’ might become more difficult.

As a result, the concept of SEO may need to be redefined. In fact, it already is. Today’s search optimisation is completely focused upon the creation and delivery of the utmost relevant and engaging content. Search and social value is increasingly reliant on quality content that audiences find so compelling and valuable they instantly share and discuss among their networks.

Social marketing is dependant on human engagement with content at the heart of the interaction. Today, quality content provision signalled by social validation is crucial to traditional optimisation. The future may be more validation by social replacing optimisation for search.

Visit http://www.weprovoke.co.uk for more information and advice.

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