A Complicated Relationship: SEO & Google Algorithms

There is a new trend running through Search Engine Optimization channels associated with Google, brands using the company's famous, complex algorithms to tarnish the search results of competitors.

But let us not put the cart before the horse.

Search Engine Optimization, in online marketing, is broadcasting your content in such a way, that you increase the likelihood that your targeted consumer sees your search result. This often done through keyword tagging, and making relevant connections with searchers.

An example: I typed in a random product search into Google web search, “fly fishing lures.” (I have never fished in my life.)

Within .5 seconds, about 4,560,000 organic search results were presented to me. Organic search results are the results we see that are not paid for or promoted. The organic results are where the mom-and-pop bait shops compete with Bass Pro Shop and other large chains for your business.

Search engine optimization allows said smaller e-commerce websites to level the playing field. By 'tagging' their website content with specific and relevant keywords (in this example, keywords such as “fly fishing,” “metal lures,” “bass,” “outdoors,” “hunting,” “fishing,” etc.,) the Google algorithm may potentially place that site higher in the organic search results.

Now, there is, outside of paying for ad space, no way to guarantee that your website can be higher in the organic rankings, as Google is constantly changing their algorithms, but the more specific and relevant your keywords, the higher your chances climb.

In theory, this is a wonderful tool for businesses and websites of all sizes and popularity to improve their odds at reaching their target consumer.

In reality, the algorithms that go into the organic search results, are being exploited to negatively affect a competitor's search result success.

Tom Foremski, at ZDNet, talks about Google's ability to create an ethicalalgorithm so that the marketplace remains fair andcompetitive:

"Negative search engine optimization was rare until Google changed its algorithm over the past two years and started paying attention to the quality of the links to any web site.

It has led to a huge erasure of hyperlinks as web sites try to clean up large networks of their back-links on sites that Google has ranked low.

But it has also added masses of new hyperlinks designed to tarnish the reputation of a competitor and to flag it within Google as a potential scam or spam site."

To me, this is a very interesting spot for Google to be in and I'll be following closely as this becomes more and more of a present issue.

On one hand, Google prides itself on being user-driven and not necessarily policing who uses it. On the other, companies are using unethical practices through the Google products to knock down competitors in a supposed even and fair digital marketplace. So as it stands, Google is somewhat condoning unethical behavior.

By allowing the algorithms to be manipulated in such a way, companies' hands are being forced to cheat the system. As opposed to creating rich content that will attract people, they can simply attack their competition.

It is far easier than putting in the hard work yourself.

Until Google can implement into its algorithm some form of organic reward for companies that use ethical business practices to top their competitors, it will continue to be a race of who can simply bury the other into the search results, the quickest.