The Algorithmic Editorial Wall Will Fall

Ethan Stock, Zvents founder, riffed on my google paid links post:

That [Google's] free cash flow creates an irresistible force -- the market, in all its insane brilliance, attempting to reverse engineer Google's map of the Web and modify the link domain to suit the commercial desires of thousands, millions, of individual participants.

That's the crux of the problem. Google has this secret algorithm that directs the attention of billions of people looking to find and buy things. On the other end, there are 100s of millions of people trying to sell things who are trying to figure out how to get more traffic from google. Google would love to direct all of these sellers to pay per click via adwords. But, the reality for businesses is that it's much more profitable to be listed in the natural search results.

It's a battle. And neither party will ever win.

But, if I was a betting man, I'd bet on the 100s of millions of sellers winning. Ultimately, they'll be  engaged in a process to create a better search experience for the millions of buyers who are seeking them. Google currently relegates these buyers to second hand status who are only allowed a few {ad]words to differentiate themselves from their competition.

The commercial web will not be constrained to adsense. The commercial web will create its own web. Commercial content will be published. Links will be paid for (and earned and given).  Just like memberships are paid for and endorsements are paid for and sales people are paid for and distributors are paid for. Ads are content. And they won't be constrained to standard formats.

The pendulum is starting to shift. Commercial users will have much more control over search engine result pages (SERPs) in the future. Maybe not Google's. But, Google is fighting the inevitable. Certain verticals (eg event listings, business listings, job postings) have growing/thriving vertical search  websites that are successful because the seller (and buyers) are actively engaged in the creation of the SERP and because that content is delivered to people who are looking to "buy" things. But it won't stop with those categories.  What makes buying a mortgage different than hiring an employee? Nothing: Search. Connect with People. Find the right fit. Do the deal.

Professionals, amateurs and people with their own self interests have created the interlinking web. Tools will rise that help them organize it too. (It has started already.) Organizing the web won't be the domain of algorithms forever.

The algorithmic editorial wall will fall.  The question is whether Google will embrace it or fight it.

Comments

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