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Google Is The New Age Wikipedia May 24, 2016

Posted by simarp in : Google, SEO , add a comment

What is Google and what is its claim to fame? Answer is bound to be “Google is a search engine with a few significant and insignificant properties tied to it as an appendage”. I am sorry, this is a wrong answer. Google has always been in awe of  huge destination site focus of Wikipedia and slowly Google has  been integrating Wikipedia with itself. While Google was at it, it also started slowly integrating destination site features on its own, albeit current and happening. For instance, weather of different cities, flight schedules, time, name of head of states and so on. Google watchers, including this blogger, correctly interpreted Google’s desire to solve many “problems on its own” and reported it as and when they sighted it.

Why is Google doing it?

Google is doing it to keep traffic to itself and be seen as smart and up-to-speed with knowledge and information needs of today. Google is also doing it for your next subsequent business query. Yes, there is business out there. If you are checking weather or time or flight schedule, there is a high degree of propensity for you to search for travel, hotels and other such “high advertising rate” travel key-phrases. Google understands that it is traffic arbitrage which several made-for-adsense websites do and has learned from them. Google now does traffic arbitrage itself. It desires to convert non-commercial queries to proper business transactions.

How is Google doing it?

Google is re-imagining SERP. Yes, the money spinner Search Engine Result Page is being elaborately re-purposed for making more money for Google. Google is moving beyond in-your-face advertising by embedding business, and it has succeeded in almost 50% plus “vaguely and seriously” travel-focused search queries.  A couple of years back I had written an article on “Top 10 things to do in Sydney”, since then it is one of my search terms to check how various Google algorithms respond to server, content, update, photographs and proximity. Base of this study is this search term which I used. My reaction was, “Google’s nailed it. Here goes millions of dollars of SEO money, traffic arbitrage ends in one more segment”.

Has SEO traffic arbitrage been given a body blow?

Yes, it has been, but it may just survive. Countless integration events and re-imagining SERP by Google have made this hugely income-oriented technical SEO a very risky proposition and is going to take it to the next level. Google has started working on killing “Top 10 segment”, which indeed was very profitable but then there is life beyond that. Hundreds of thousands of special purpose top 10 websites would slowly start folding. These websites have done lot of hard work in growing this segment. Of course, Google gets to keep a large chunk but there would still be a lot left on the table to chew.

Who would get to chew what Google leaves on the table?

Current and credible websites which consistently update themselves would get huge cuts from this pie. Google is re-purposing content, not creating it.  Hence, the creators with their magicians wand can spin a magic. Integrated multimedia content is likely to call the shots and Google is definitely going to work with them. The question is just about to change from – Are you solving a problem for Google?  to Are you the best solution for this problem?

Are you the best solution for this problem?

Google just moved the bar significantly higher and, having done that, changed the question. Many summers ago it ceased to be about content, it became about solving the problem. Now with zillions of solutions around and basic solutions embedded by Google itself, being the best solution is key to surviving and thriving. To be “the best among zillions”. For the best solution, one is required to slice and dice the problem in several parts and fragments and offer solution for each of them. That is going to be the differentiation which is gonna keep cash registers running. A lot more questions need to be asked before content goes to drawing board now.

Google is the New Age Wikipedia,____ might as well learn quickly to live with it.