How
many times have you seen the service providers in the online markets go up in
fury when Google announces changes? Be it SEO Services, price comparison
services, or any other service utilizing Google’s search ranking as a base for their
functions, most of the relevant agencies seem ever ready to scoff at any change
announced by Google. Let’s analyze the criticism lashed out at Google’s latest
change, the Hummingbird and whether the discussions and debates raging over the
subject are merited.
In
a nutshell, the introduction of Hummingbird changed the algorithm by
which Google showed results. The focus has shifted from individual keywords to the
phrase typed by the user. The user can’t be anything but pleased at Google’s
latest ability to react better to longer and complex search phrases. However,
another change that was made was the restriction of keyword data to the paid
users. It is this change which has led some of the service providers to accuse
Google of discrimination. Some suggested Google wanted monopoly, some said it
will kill small businesses, and the discussion forums have been overloaded.
Most
of anger directed at this change or any other change by Google is perhaps
rooted in another cause. SEO Agencies spend enormous amount of
resources in order to ensure that Google’s guidelines are followed. Changes in
Google necessitate corresponding changes in the companies’ strategies. And when
the updates and changes are made at intervals as regular as Google’s, the load
on the resources increase. Additionally, this time Google stopped a few freebies
like keyword data and that further increased the tempers.
However,
if seen from a third person’s objective, the changes were not only required, but
do not exactly merit the wrath that they have attracted. Firstly, if Google’s
earlier guideline of good quality content has been already followed, there is
no requirement for any major changes. This should have been the task of the SEO Service Providers from day 1. The
question of cutting out some of the free services is a little tricky. But,
providing free services and charging for them once they are popular is a common
trend among online businesses. Any online application or service provider provides
more for the ones who pay. Google cannot be accused of attempting monopoly just
because when it starts charging a few new services a much larger base of consumers
get affected.
Google’s
Hummingbird brings on the changes demanded by the new voice search technology. Google
is moving with the times, bringing in changes to utilize the latest available technologies.
It is the job of the SEO Experts and Mobile and Internet Advertising Agencies
to keep up.
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