You May Want to Think Twice Before Telling Someone “Google It.”
I think by this point, we all know that these large corporations heavily influence the information that people have access to on a daily basis. According to a 2019 report from the Pew Research Center, 55% of Americans report getting their news from social media sites while a whopping 88% understand that these sites have control over the content they see. Google may not be a social media networking site, but it still has the same influence on the information that consumers digest.
Can Your Brand Succeed Via Google?
Rand Fishkin, an author and a leader in the Search Engine Optimization (SEO) industry, gives us three dirty little secrets about Google in his three-part blog series about the search-engine conglomerate. Each part gives the reader a different “secret” that Google uses in regards to ranking ads number 1.
You must be a part of the Google Empire. If you haven’t noticed, most of the time when you search something on Google, the first thing that pops up is another Google platform. Fishkin uses a really eye-opening example that Google Maps is often the first search result for phrases such as “nail salons near me.”
This actually is something that seemed so integrated into the site, that I had no idea that it was a ploy to keep users on the Google platform. If your site or business doesn’t use Google Maps, it won’t come up in that first result. Sounds like a monopoly of information to me. Google rewards businesses for using their platforms while keeping the customer exactly where they want them, on Google sites.
Competitor brands have the ability to buy “your” keywords. Now, what does this mean exactly? The simplest way I can explain this is for you to open up a Google search page and try it for yourself. Search “Food Lion,” a well-known grocery store in the South in Google, and you can see that the first ad is for Instacart, a grocery delivery service.
As you can see, Food Lion is the second search ad. This means Instacart bought the keyword “food lion” in order to rank number 1 when consumers are looking for this grocery store; instead of seeing Food Lion, the consumer now has the option to look at how the Instacart services can benefit them, deterring users. Rand Fishkin explained that even though he understands the advantage of allowing the competitors to do this, Google does not have to allow this. It would make the user experience much more seamless if you could find exactly what you’re looking for when googling a particular business. Allowing businesses to do this may confuse the user and deter them from the original search.
Organic engagement can raise your site’s rankings. Lastly, probably one of the hardest ways to rank number 1 on Google has to do with creating engaging content. Google uses a number of different metrics to understand the type of content users want to see given a specific topic. For example, Fishkin breaks down how search trends change and Google adapts to these changes. One of the most notable that we can all relate to is the Coronavirus. Last summer, Google searches for “Corona” probably focused on the alcoholic beverage that people like to indulge in, but now, data and statistics flood the page about the new records of cases of the Coronavirus. Given the current circumstances, it makes sense that Google would amend the results. The issue comes in when the information that Google chooses to showcase in its Google News section is popular but also misleading. People somewhat trust the information on Google, so where does the responsibility lie when users come to the platform to find the information but the information provided is biased? Who should take the role of filtering the information without compromising Freedom of Speech?
What is the Real Issue Here?
Having these unspoken rules about Google makes it harder for small businesses and entrepreneurs to have an equal playing field among other competitors. I think Google has the responsibility to be an innovative platform where all businesses can thrive, not just those associated with the Google name. Providing a level playing field will encourage creativity in marketing strategies since the focus will not just be on who can spend the most money or who has the competitive edge. As a future marketer, I think it’s only right to hold these huge corporations accountable for making sure they put out the best, most accurate information while making sure the consumer’s needs are always at the forefront. Put monetary gains aside for one second, and think about the good of people. With the increase in backlash from consumers based on corporations’ habits, if Google gets ahead of this now, they may be able to salvage their credibility among the masses.
