Syzlak’s SEM

The face of search is constantly changing. Though search engines are supposedly helping SEOers: we see reps from the engines at our conferences, read their blogs, know their cats names, etc. In reality, the engines do not care about us SEOers, they have fed us a lie.

Google claims to be for users first attempting to make information easily accessible. Remember “don’t be evil?”

Focus on the user and all else will follow.

From its inception, Google has focused on providing the best user experience possible. While many companies claim to put their customers first, few are able to resist the temptation to make small sacrifices to increase shareholder value. Google has steadfastly refused to make any change that does not offer a benefit to the users who come to the site:

• The interface is clear and simple.
• Pages load instantly.
• Placement in search results is never sold to anyone.
• Advertising on the site must offer relevant content and not be a distraction.

By always placing the interests of the user first, Google has built the most loyal audience on the web. And that growth has come not through TV ad campaigns, but through word of mouth from one satisfied user to another.

Now, while I am in no way saying that Google is trying to hinder the user experience, cheat those that use their engine, or generally “be evil;” it has recently become much harder to see the defining line of good and evil.

Case in point, in 2003 (2004?) Google looked much like it had for years. Listings down the page, ads on the right. Then 2005 came around, and on some searches the listings were pushed lower by placing 2-3 ads in their place. Then in 2006, maps, pictures, albums, answers, products, etc. all moving the organic search listings further down the page.

Enquiro Research has done studies showing the general eye patterns of users, indicating where search engine users focus and engage in activity on the SERPs. What resulted was the famed “Golden Triangle” of search displayed below:

Were they right? Yes. Many SEM companies based their strategies off of these studies, and were quite successful for themselves and their clients. To this day, the overall strategy of anyone in the business is to land within the “Golden Triangle.” It has become a great visual to explain user activity to search marketing newcomers, and a legitimate goal for the industry.

Which explains why Google decided to take all the real estate. While I know I’m saying nothing new here, I think it needs to be revisited once in awhile. Remember the aforementioned changes to Google? Let’s look at them visually.

On the left is the classic Google SERP, the middle is a SERP today with ads, the right SERP with local listings. Whereas a few years ago, one could hope to land a majority of user interest with the top organic search listing, today the top listing falls within the zone of growing disinterest. On Enquiro Research’s eye pattern screenshot, the tapering area with a somewhat orange area (or listings 3-5) are where today’s top listings are showing.

While the local listings may indeed be more useful for many users, it is important to note that sponsored listings and many local listings (with many more to come) are sources of income for Google.

• Advertising on the site must offer relevant content and not be a distraction.

While for the most part the advertising is relevant (except for smarter.com ads) and the local search can be highly relevant, it can be a bit of a distraction. Could it not be argued that by placing more Google sponsored listings at the top of search, that Google is indeed unable to “resist the temptation to make small sacrifices to increase shareholder value?” If everything within the “Golden Triangle” is owned by Google and turned for a profit, then they are pandering to their shareholders.

Now, with the advent of KNOL, Google is trying once again to own more real estate on the SERPs by manipulating their own quality control system (nofollow links). With KNOL, an online user generated encyclopedia (Wikipedia clone), Google will be able to garner many links to their a external site. This site will have AdSense, video ads, etc. and feature nofollow external links. So, if we all remember how PageRank works…

KNOL should be able to capture the top organic search spot for many topics within a short period of time (bets on a year?). This will push “true” organic search further down the page, and allow Google to continue raking in the dough.

The search engines don’t care about SEO nearly as much as they care about their own bottom line. On the other hand, why should they? Google doesn’t make any money off of us manipulating their algorithm in order to get our fake feces site to the top position. My only problem is that they do it under the guise of user friendliness and SEO cooperation…which is a bit of a lie