chewy - 9:46 am on Sep 29, 2010 (gmt 0)
To me - this is all a combination of bad metaphors.
I hope the dream is not over - at the very least, some of must remain practical optimists. Or how about "what a long strange trip it has been"...
The fox is guarding the chicken coop. The kids are running the schools - or more perversely the kids are actually parenting and there are so many of them, the parents are overwhelmed, and hoping for one last shot at being a kid themselves they take the easy road.
The Gorg is pushing these changes because of the money - and the thing that is driving the money is the ads - and the thing that drives the ads is the mediocrity of the masses -- the school kids who don't know what they are doing when they click on an ad, the uniformed searcher who clicks on an ad because they don't know how to use their keyboard and mouse to look around, they all want instant and simple answers. I know, I watched several of my clients waste well over a million dollars in advertising in the last year because the campaign were run by one such kid who was eating the dogfood / drinking the coolaid and didn't know how to really understand the stats (never mind that they didn't even have it set up right). Just the application of 10 simple negatives has saved them well over 10% and if they hang on for just a bit, they'll finally understand we're just getting started.
We have morphed into a society who wants to ask all the questions and wants the only the easiest answers.
The difficulty I saw in decades of management consulting was that there were increasingly few executives who knew how to work with big questions and how to work with others who could ask the big questions. (They'd rather subscribe to expensive, pretty -and often unread- newsletters that told them what they already believed they knew than look differently at things.) The sad truth was the adults got laid off and the kids only wanted to listen and take advice from their cohort of school chums. It was truly the rare executive who would seriously listen to any advice or wisdom from anyone more than about 3 years older than they were.
So the big questions here are what happens to the real business user employing the world wide web for what it is - the world's best marketing machine? What happens to the professional mature marketing minority in the face of immature semi-pro children who rule the world?
Reno does an excellent job of summarizing the "toy" aspect of Google that makes it easier for "kids" at the expense of the mature marketer or business person.
- copied Bing...
- image search...
...to this I suppose we need to add "one page wonders" or some such name to this apparently rising phenomenon.
I wish to add "Personalized Search" as another improvement that doesn't really get the professional anywhere. Great if you are searching for pizza, movies, or whatever a soccer mom or dad is searching for. Great for a shopping engine. But crap for a professional marketer or professional searcher looking for anything other than the big brands.
When this was rolled out I actually spoke to a couple of Gorg engineers and asked why their wasn't a "business" or "professionalized" search and they immediately glazed over feeding me the corporate line that personalized search worked for everybody - because of course Google knows everything.
In my opinion, personalize search is unadulterated CRAP if you are a professional looking for the unusual or unique -- which makes the professional go back to places like twitter or facebook or blogs to see what their compatriots are doing. It also destroys simple understanding of how to work with Google by scrambling the serps just enough to make everybody confused.
These "kid" like changes like personalized search drives the adults to these other places and away from Google. How profitable is that?
These changes also throw a lot of professional SEO "conventional wisdom" under the bus.
The fox is truly guarding the henhouse - and they are feeding us the waste that comes out of the back of the place and keeping all the good stuff for themselves. And are we eating it? You bet.
Google is being driven by kids looking for the fast buck. This is short term profit at the cost of long term stability - but the long term is out of their vision.
It is our responsibility to keep the pressure on Google to cede some power and authority to the professional searcher and marketer.