With the onset of Google’s war over online dominance with Facebook, the way ranking is performed by the search engine is set to change, yet again. According to the Wall Street Journal, these new algorithm changes instituted are all aimed at ensuring that you as the internet surfer stay longer on the search engine. With you staying longer while searching on the content that you would desire, the probability of you clicking on the ads posted is higher, as these ads are the primary revenue source for Google. To ensure that more clicks are generated, the algorithm change has gone towards providing more relevant content that requires a lower amount of clicks.
Revenue stream from Ads
It is quite an interesting concept which in essence means that your experience as the end user will come with more targeted ads, which means that Google might take a financial setback. Due to this, the Cost per click (CPC) is set to increase as your ads will be highly targeted and specified to the end user. This is from the expectation of the number of clicks available coming down. The most difficult part of this change is that Google are expected to take over the message that is delivered to your consumers. This is a huge difference to previously where you, as the site owner were allowed to build the trust of your consumer as you deliver your message, thus diversifying on the content that you can market to your clients.
Concerns on the algorithm change
The main concern that these algorithm changes have brought forward is whether the ‘smarter’ Google actually makes you dumber as you use it. As the search engine currently suggests the question for you as you start typing your search field, is there any value that the search engine is adding? Although this statement might be disputed by Google who claim that 20% of the searches are of new and unique content, it still means that 80% of all searches are of the same old content. With this, the question of whether Google is adding any material value to the intelligence of its users begs to be answered. The answers of these questions can be only answered in time when the trends of how Google has been used since the policy changes were instituted are evaluated.
The downside to Google’s Changes
With Google tracking your activities online to ensure that the ads that are posted are highly targeted, there might be a downside to this. The main disadvantage is that users will not be encouraged to explore other areas. As was previously the case, a search that was not highly targeted could result into new searches that increased the chance that the user would click on the ads. The logic to this is suggested to be that upon clicking on something unrelated to your content, a new search might be triggered.
Though the expected changes from the policy change is expected to have an effect, this effect is mainly expected to be seen in the long term, particularly on our learning habits, following the specification of searches by Google in a bid to ensure that you stay on the search engine longer.