Nothing like a catchy title to start the day, right? I didn't expect to come across commentary about Google's AdSense program on the Motley Fool site as it normal concentrates on investing-related issues. And yet, Seth Jayson is declaring that Google has killed the golden goose.
Seth's observations go something like this. Search results from search engines are decreasing in quality. Instead of taking you to "real" sites, you are being directed to sites that don't contain useful information, but instead contain a lot of ads. In fact, these sites have been created with the sole purpose of getting users to click on ads each of which costs the advertiser.
The problem with this situation, as Seth sees it, is that these sites are using other people's content for their own financial gain i.e. stealing. And these sites also facilitate click-fraud which can cost advertisers dearly; $800 million or 14.6 percent if you believe a report from the San Francisco Chronicle. The end result seems to be that either advertisers will stop advertising (bad for Google), Google will be successfully sued (bad for Google), or advertising competitors will find a better way to do things (bad for Google).
Mind you, I don't think things are as bad as Seth describes. Despite its size, Google remains a fairly nimble company in my mind. Sure, they could move faster to shut down made-for-adsense sites, but at the moment doing so isn't necessarily good for business. When the tide does shift and Google's bottom-line takes a hit, you can rest assured that they'll throw some master switch and we'll step in to the next round of web-based advertising. In fact, maybe recent discussions of pay-per-action advertising is just what the doctor ordered.
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Google definitely created a conflict of interest. AdSense is the new spam (well, it's kinda old now, I guess...) In the long run, however, I think a more knowledgeable public will understand that this was the year that Google lost its integrity for reasons beyond the misuse of the AdSense program.
Specifically, Google has been on a steady course to make certain that every inch of the initial search page is covered in paid advertising. You have sponsored listings at the top of the results and to the side of the search results -- along with a naive public that remains largely unaware that these sponsored listings are simply advertisements.
Well, this is the year that Google made headway with its local results which are really just another tool to push the legitimate search results further down the page and replace it with more sponsored listings. Additionally, they are increasing the inclusion of 'Book Results' below the 'Local Results'. My prediction: Below 'Book Results' you will eventually see 'Video Results'. For what it's worth, I make a very good living predicting the future adjustments of Google. Again, the true motivation is to alter the results returned page so that on standard screen resolution the searcher will only view advertising (unless he/she scrolls down).
Personally I would love to see SEO professionals organize a legitimate union. Yeah, it's an ugly word for the majority of SEO folk with rather independent natures. The majority of dues are spent on public information campaigns designed to increase the awareness of consumers in distinguishing advertisements and organic search results. The fact of the matter is that SEO won't really matter all that much if there is no money in a number one position and right now you better be in the top 3 for some decent words if you want to run a business. So I can see this day coming and I'll definitely remember the significance of Google's moves in 2006.
Dan,
I, along with others, have noticed that Google is claiming more and more of the prime areas of their results page for their own use. Most recently they've begun to include "tips" to their own products and services whenever users search for "calendar" or "photo" related terms.
I suspect that to a degree, you prediction of that Google will move more and more of their results pages to revenue generating endeavors will come true.
I'm not even going to touch the union idea