Google is a titan of the internet. It has been and still is. Bloggers and businesses have to abide by the guidelines of Google to be present in the web. Having more publicity accords higher ranking, more clicks, and more profits for most.
Not many will take time to know it, but it costs money to operate a search engine. These companies will have warehouses full of computers working as a system to fit the demands of worldwide searches, that is, 3 billion searches every day.
Searches can be optimized to rank on top. JCPenny, a retail store, took the “black hat” to be the earnest result when you searched for “jeans”, “furniture”, and other related products. This happened during the holiday season; and even if you typed in “Samsonite carry on luggage,” JCPenny will still be number one in results instead of Samsonite.com. Their online shopping sales spiked up.
The “black hat” is against the guidelines of Google. It is deceptive and is cheating. It is a monopoly and is unjust. Google has a robust preventing action against these modifications. Even overdoing SEO optimization, a legitimate way of increasing site rankings, can sink the site off the Google results. Google’s corrective action against Penny?
“On Wednesday evening, Google began what it calls a “manual action” against Penney, essentially demotions specifically aimed at the company. At 7 p.m. Eastern time on Wednesday, J. C. Penney was still the No. 1 result for “Samsonite carry on luggage.” Two hours later, it was at No. 71. At 7 p.m. on Wednesday, Penney was No. 1 in searches for “living room furniture.” By 9 p.m., it had sunk to No. 68.
In other words, one moment Penney was the most visible online destination for living room furniture in the country. The next it was essentially buried.” (Segal, 2011)
It’s too late. Millions of online shoppers visited and sales are already made. It only shouts embarrassment for the company. German company BMW was also caught bringing out the “black hat” and suffered the same fate in 2006.
Search engine keywords messes up with creative writing. Online writers and publishers are not free to use words they will. They have to ensure that people will find them, and keyword is the way. HuffingtonPost forced keywords in “What Time Does The Superbowl Start” and it rewarded them rankings. However,
“..until Google stops rewarding bad writing and various annoying tricks, they’ll proliferate on the Web. Because, if nobody is reading the page, it doesn’t matter that it’s actually better written and contains more useful content than the pages that the search engines are sending readers to.” (Joyner, 2011)
Everything is one search away – publicizing everything. You can search the map to peek at the Imrali Island, a military forbidden zone. Military grounds, air bases, and highly secured prisons in Japan, Germany, Turkey, USA, and anywhere on Earth are searchable.
And when you have an interview or a date, you can know everything about the other person by merely searching the name. The ease of instant information has questions of security and ownership.
How does this industry secret rank to you?