I’ve been reading some of Seth Godin’s works lately, deciphering the bits of information and trying to store them, but considering his number of books, this is not practical. Some pieces stand out to me more than others. I recall an excerpt from “Tribes” that stated something to the tune of “things are not as permanent as they seem” in which he cited an unfailing mass belief that Google isn’t about to leave anytime soon.
When Godin mentioned Google it was buried in a laundry list of potential changes, more to capture an idea than anything, so I can’t say with certainty that he really believes Google may be on it’s way out, but it did get me to think of Google’s flaws…
Google serves primarily as an information search. I’ve always preferred Google to other search engines, maybe it was the simplicity of the tool or the better than average results of it’s superior algorithm. But, that’s just it. It relies on an algorithm. It is forced to make changes to keep people from gaming their system. The very nature of it’s functionality dooms it’s efficiency, as a marketer, I have friends that are employed full time trying to either decipher the algorithm or try to offer their SEO services to businesses, a waste of economic productivity to be sure.
You know what is awful about this? “Google serves primarily as an information search.” This isn’t a broadcast. This is your own active effort to find information, you shouldn’t be passively accepting information, but if you think you’re searching or “googling”, you might be fooled into thinking you found some great information. But the truth is, if our actual independent internet information search is reliant on something monopolistic, bribe-taking, and easily gamed… can we really consider it an information search?
I’m wondering if current Google is really the best way to find information, or, perhaps their is a better way reliant on newer technologies or perhaps more creative models for search. Certainly gamed keywords will mislead you, and sometimes, even with all the boolean operators at your disposal, you can’t find the all-to-specific information you’re looking for. But someone has that information and could explain it to you in an instant, how can we tap into that?
So who can compete? A tribe. Some group will need to stand up and make something better, a better information search product/service.
So why is this a topic in a marketing blog? I’ll give you two reasons.
1. This is a model for entrepreneurial businesses.
You take the issue many people are having, “search” in this case, and find a way to fix it. That’s the best way to market a product, by it innately being superior. You don’t really have to “compete” against the monopolistic Goliath ( Google in this case) when your better and you can’t be easily copied.
2. Google is where many people are finding our products.
Are you disappointed with where Google ranks you? Are you going to hire a bunch of SEO geeks? Are you going to focus on other channels? Do other channels work for you? Are you hoping for the death of Google?
♠ Thoughts on Google and the Future of Search ♣