startup hustle

When a new feature is launched, especially in the search world, I hold off on writing about till I get some time to play with it. Google launches the Search plus Your World (SPYW) feature which allows you to see sites in the organic search results that are more aligned with Google+ and your friends recommendations. Pages that have been +1′ed will show higher and when searching individuals or brands their Google+ profile will display first (in most cases). The “Don’t be Evil” Google did have the common sense to give searches an option to toggle (see image above) between the personalized results and the universal results that you are used to viewing. Then Google went evil and decided to default to the  SPYW option when you are logged into a Google account. Lame.

Originally, I was going to write about how I could see this move by Google to both compete on the social front and help push a few more clicks to the paid search results. The reason, organic results are going to be pulling in results that I probably already have an idea about and seem less relevant. Most pages that are +1′ed and will rank higher in the SERPs are blog posts or popular web services that my friends on Google+ use, and therefore I have usually heard of or already know intimately. Thereby turning to the paid results for “relevant” answers, or so searchers hope.

Then some of the pieces started to fall into place of Google’s master plan. First – Facebook and Twitter cried foul because the Google+ profiles were the first result for names in the organic results where other social networks were once ranking. This led to the accusation that Google was using unethical practices by taking advantage of their dominate search position to push their social network. For example, the top four organic results for my name when not logged in is; LinkedIn, Facebook, Twitter and Google+. When logged in; Google+, LinkedIn, Twitter and Quora.

Second – Google started to allow pseudonyms after they original stated that Google+ members could not use them. Why? Because they can tie Google+ profiles to more searches that were going to social media competitors. Again, being accused of monopoly-like practices.

Third – Some search results are giving users the option to “Ask on Google+”. After clicking the link,  a pop-up opens up that allows you to ask a questions that will post to your Google+ profile. The image below (courtesy of searchengineland.com) shows an example of “Ask on Google+” option.

As each of these nuggets appear, you can see where Google has been slowly releasing features that are now overflowing Google+ into the search results. Many cried that Google’s actions were monopolistic. A few articles that respond to the accusations make the point that it will/would take the government so long to address and penalize Google for said actions, that it is worth the risk to try and stop the rise of Facebook and Twitter. By the time that the government got to Microsoft, Netscape was already dead so there was little recourse for pushing Internet Explorer as the only internet browser in Windows. It looks like Google might be taking the same gamble. If they can force enough individuals and companies to adopt Google+ because of the advantages you get in the worlds largest search engine, it will be worth the slap on the wrist when critical mass is reached.

Then, Google CEO Larry Page came out and told Googlers, if you don’t get SPYW, work somewhere else. In a revealing article from my new favorite blog, PandoDaily, Sarah Lacy got a few sources stating that Google employees are unhappy with the current moves and “Believing in your work matters.” So with both internal and external pressures, Google is getting heat from all sides.

A final example from Rand Fishkin, a view of a SERP with 50% of the screen real estate dedicated to Google products (click for a larger view)…. oy vey

(photo credit: agent-seo.com, searchengineland.com, Rand Fishkin)