ColourOfSpring - 11:49 am on May 12, 2013 (gmt 0)
On Penguin 2.0 in general, my thoughts are that if this really hits off-page signals even harder, then this could really be the defining moment of the internet - where most small businesses decide it's simply not worth it to setup their own e-commerce site. That feeling is already creeping into the small business sector. There's been a LOT of churn online in the last 12 months. Companies losing business, or their web-presence via their own site (and "sheltering" on Facebook or selling on Amazon/eBay). Off-page signals always hit smaller companies harder. Big brands can weather those storms, if they're affected at all. The only way to sell will be on Amazon / eBay / CraigsList or be a big brand. "Buying stuff" online will be about buying from big brands via Google or small companies via the big platforms. The web is already shrinking, and it will shrink even faster. Not that Amazon and eBay are great places to sell - the big platforms are already putting their own squeeze on small business too with increased fees, and Amazon like to compete with small sellers. I'd love to be wrong here, but that's the direction we've been moving in during the last 12 months - Penguin 2.0 will likely accelerate this unless Google change direction (share price at $800+, it seems Google are doing well out of their changes).