Let’s consider this scenario: you have a great site. Good design, good navigation, hardly any ads, no links to bad sites, you’ve never purchased any links either, and you were never involved in “black hat SEO” tactics. Your content is great, and yet, since Google rolled out its Panda&Penguin monsters, your traffic dropped, you are no longer ranking as you used to, scraper sites (you know, those that steal your content without giving you any attribution) rank ahead of you, and so on. Now understand this: you are not the only one.
If you are still obsessing with fixing your site to please Google Panda and Penguin, stop. Don’t go in Google forums looking for help. There’s no help there, just bored trolls who will offend you, trying to find a fault in something that you did, instead of admitting the truth: Google’s search algorithm is broken.
But don’t think that this was an accident. Google would never break on purpose what once made search great. Just see this as a logical business evolution for the web’s most feared entity. I am not a conspiracy theorist, but this is how I see things: Google is killing its search engine. On purpose.
Have you ever imagined your business without traffic from Google? It’s time you get used to it. By mid 2013 Google search will only be a chapter of web and internet history. Here’s why:
- Google is making the move from being a search entity, to being a media company. And to do so, it needs to kill as many businesses in the process.
- It starts with smaller sites, labeling them as “untrustworthy” and downgrading them from its SERPs. It does so because it cannot openly go against media giants, for fear of a PR crisis.
- Then it buys content to populate its newly launched services – like Google+ Local, which will soon feature Frommer’s guides.
- And finally, it’s pushing all its services ahead of everything else in search results. Because it can. Instead of seeing Google as a search engine, see it as the world’s largest directory, a business on its own, and always expect it to favor its own services ahead of everything else.
- Finally, if you want Google to still show your business in search, buy AdWords. End of the story.
The problem webmasters have today is that they obsess with Google traffic instead of turning to other search engines that still offer relevant results. Bing, among these, seems to work in the right direction, but there’s no telling for how long. Even Bing may render obsolete in a few months or so.
As the web becomes more mobile, search patterns have to change, and the way businesses attract visitors to their sites have to change too. Those who don’t have resources to invest in apps, and to promote their apps, will most likely have to suffer more than those ready to adapt for mobile.