How might Google be broken up into various companies? The story below explores the idea, in the guise of a chapter from a fictional book about how a Google break-up might have come about and the results from it. It explores the idea of a Search Engine Reform Act that breaks-up the company, as well as a Search Commerce Commission that oversees the search space. The Birth Of The Baby Googles Previous chapters have covered how the growth of Google and fears of how it was reshaping the communication landscape led to the application of existing anti-trust laws along with new ones to force a Google breakup in 2010. This chapter looks at the immediate aftermath: the “Baby Googles” or “Googlets” thatwere formed in the name of greater competition and consumer choice. Google (Search Products) The Google brand name remained with the company’s first product, search. Virtually all search-related products were kept part of Google, including enterprise search. Google … [Read more...] about What Would A Google Antitrust Breakup Look Like?
When PLA’s were introduced as a major part of Google strategy a few months ago, most SEM’s felt like Google handed them a black box. Since that time, Google has done just as they said they would: make PLA’s a serious driving force for any competent e-commerce accounts. In one quarter, PLA’s went from showing up on a select few auctions to appearing in the vast majority of e-commerce auctions. The bottom line is that if you are in the e-commerce space and have quality images and competitive prices, there is no (good) reason not to advertise on PLA’s. In my e-commerce accounts, I’ve found that PLA CPA’s tend to be about 15% lower than regular non-brand, while CPC’s tend to be roughly 50% lower. The other main benefit to running PLA campaigns is that you can fill in the gaps between keywords as the search queries are being matched to your merchant center feed, thus allowing you to use these campaigns for keyword discovery. The big knock on … [Read more...] about Tips in Setting Up Product Listing Ads
Several days after Google put a search ranking change into place, the first page of results for “did the holocaust happen” now appears to be entirely free of denial sites. The algorithm change happened earlier this week. As we covered, it caused the Stormfront denial site that was ranking tops for that search to slip to the second spot, bumped behind the authoritative US Holocaust Memorial Museum site. Now Stormfront is entirely gone while USHMM remains: Stormfront has not been banned from Google. It still has listings in the search engine (as is the case at Microsoft’s Bing search engine). It’s just no longer in the top results for this query. It does appear about midway down on the second page of results. By the way, these are the results I see when logged out of Google and using “incognito” mode in Chrome, as to avoid any search history influencing them. I see this on both desktop and on my iPad. Using my iPhone, going through my mobile provider … [Read more...] about Google’s top results for ‘Did the Holocaust happen’ now expunged of denial sites
Yelp may once again feel Google is robbing it of its fair share of search traffic, with a study that’s been leaked to TechCrunch to prove it. A close read of that study actually shows that it proves the opposite — or at least, that it’s certainly not as damning as it sounds. Leaked Documents Show How Yelp Thinks It’s Getting Screwed By Google is the story over at TechCrunch out today with the study. I’ve taken my own headline from that to do this contrarian view. Let me say from the start that Google does a lot of things that I think puts it in conflict with publishers. How Google Went From Search Engine To Content Destination is a story I did about two years ago getting into this in more depth. The story I’m writing today isn’t to say that Google is innocent of conflicting its role of being a search engine with that of being a destination. Rather, I’m just looking at the study’s allegations in particular. If we’re going to … [Read more...] about Leaked Documents Show How Yelp Thinks It’s Not Getting Screwed By Google
Dan Cobley, Google UK’s Managing Director, recently revealed that Google’s infamous 2007 “50 Shades of Blue” experiment involving ad links in Gmail increased revenue by $200 million a year. These results switched the balance of power from design-driven to engineering data-driven decisions, and famously led Google’s top designer, Doug Bowman, to ultimately to resign in frustration. Search professionals have since observed and reported hundreds of UI experiments, and the search engine results page has gone through dozens of iterations since the days of 10 blue links. Universal Search, embedded local with the 3-pack, 5-pack and 7-pack variations, rich snippets, authorship, the knowledge graph, and of course the carousel have all become part of the SEM lexicon. You can be confident that all of these changes were A/B (or multivariate) tested and vetted against some conversion goal. So what does this have to do with SEO? How Does Google Measure A Conversion From … [Read more...] about Lessons From Google On Optimizing Your SEO