7 Eras of Google & What You Need to Know To Survive
Seven years ago, I left IBM and acted on my vision and successful set up two companies. I seen future internet trends and was able to capitalise on them. Now, I want to give you a glimpse of the future for your business because it’s not going to be easy to break into your industry or niche after 2015.
Those that of you that witness and follow this plan will succeed.
This going to be comprehensive, so I may break this post into smaller parts so that I can link to research and cover each area comprehensively for your benefit.
Firstly, it is beneficial to discuss the history of search engines like Google and how it has changed business. Try to identify what “era” you are currently operating in so that you gain awareness of what you must do next to succeed.
1) Era of The Flyer Style Website aka #Webdesign
This was when a business created a simple five page website so that potential customers could review the business. It published basic information about products and services.
These sites were rarely optimised for search engines and the “Hot Designs” of the day, used flash to show what I call the “bling bling effect”. Unfortunately, these website could not be easily accessed and performed poorly for seo and content marketing. There are still millions of these floating around, lost in cyberspace.
2) Era of Search Engine Marketing aka #SEM
Google needed to distinguish one service provider from another as 1000’s of new websites flooded the web. Logically, it thought websites with more backlinks proved a company’s noteworthiness.
So began link spamming. Online directories exploded as companies registered their business for a valuable link, and even more began comment spamming on blogs for backlinks. Soon the nofollow tag was created to reduce spamming and later business with backlinks from irrelevant directories were penalised.
3) Era of Search Engine Optimisation aka #SEO
This is when companies stopped pushing their links and brand names. They realised that if pages were optimised for services and products they supplied, then they could generate traffic.
Content was often spammy sales pitches or they read like a warehouse document. 100’s of pages with duplicate content with titles that were optimised for locations, services and products were added to websites. Pages and elements were often stuffed with keywords.
4) Era of Social Media Marketing aka #SMM
With the amount of link spamming and keyword stuffed duplicate pages, Google needed to identify which websites had real value.
Enter Facebook likes, twitter followers and other social media platform shares.
The system is now being gamed by companies creating fake social media accounts and offering 1000’s of likes, shares and visits for buttons. A 1000 Facebook likes for a $5. This is not sustainable and not a true representation of a company’s social value. The next move by Google will combat this problem so that it can identify where true value lies for the searcher.
Social media is also being gamed by websites like Empire avenue. It’s where companies trade social media currency. If you earn enough currency you can get another company to complete a missions like get 100 shares of your content. Currently, I’m researching this area to understand how chronic this problem is. Stay tuned for updates.
5) Era of #Contentmarketing
In this era many companies can attest that they may have 1000’s of twitter followers but only rarely get website visits from tweet clicks. Companies have 100’s of Facebook likes but no customers. The social platform system is failing.
Google’s mission is to provide the best businesses and content to their searchers. This is the time when content becomes king. Unique content gets published daily as companies compete to attract readers and social shares. More content = more traffic = more leads. These pages are generally curated content and offer no real new insights or value, and therefore receive high bounce rates.
6) Era of #Engagement
Google needed a way to identify which content is most pertinent to the search query of their audience, without relying on social spam (fake likes, follows etc).
Enter the Hummingbird algorithm.
Humming bird was designed to collect data on the length of time a visitor spends with a website. This will be a time in algorithm history when pageviews, bounce rates and goal conversions set up in analytics will become the new “Internet Marketing” strategy. The better your website is at creating funnels and converting through these funnels, the more apt Google sees you as understanding the need to create value for you visitors.
7) Era of #NetworkNodes
Eventually, marketing will come to network node analysis. It will be one thing for people to spend quality time on your website, but as the speed at which content gets replicated and curated catches up with the first release of the content, Google will need to decipher who gets the credit?
Let’s say we have 10 equal websites. Each has the same pageview, shares and content relevancy to the searcher. Which one will Google deem to be most relevant?
The CIA use node networks to establish links between groups so they can identify which cells could be leader cells.
There is a supply chain to any business, from manufacturing to the door to door sales men. There are 100,000’s of marketers out there. So which ones will Google display as an authority?
To get the answer to this question that will revolutionise the way you look at marketing, sign up for my next post: “Will Google’s Node Algorithm Finally Redeem the Thought Leaders.”