If you own or work with a search engine
optimization company, or even if you're just hoping to better your
search engine placement, then you are probably aware of the recent
acquisition frenzy that took hold among the major search engines.
Google paid $3.1 billion for DoubleClick, Microsoft paid $6 billion
for Aquantive, and Yahoo paid $680 million for the 80 percent of
Right Media that it did not already own and another $300 million for
BlueLithium. The companies purchased are all intended to help widen
the advertising range of each of the engines in question, and to take
advantage of increasingly sophisticated behavioral-based ad-serving
technologies that the acquired companies owned.
What many people failed to realize was
that when Google purchased DoubleClick, it now was also the owner of
a very large search engine optimization company called Performics,
which is a wholly owned subsidiary of DoubleClick.
This fact is of course raising some
eyebrows in the industry. Google has consistently maintained that
there is no way that people can pay for better search engine
placement in the organic index, a stance that the company still
claims applies despite this recent purchase. In fact, a portion of
Google's published guidelines about SEO says, "While Google
doesn't have relationships with any SEOs and doesn't offer
recommendations…" In another portion, Google says "While
Google never sells better ranking in our search results…"
However, anyone who hires search engine optimization company
Performics is of course now paying Google for better search engine
placement. It seems like a pretty black and white issue, but Google
would obviously prefer that it was kept delightfully blurry.
A Serious Conflict of Interest
One would think that Google, aware of
the controversy that would come from the fact that it now owned a
search engine optimization company, would be eager to spin Performics
off quickly in order to avoid the appearance of impropriety and of
selling search engine placement. Not so, says the official
Google/Doubleclick acquisition FAQ:
Q. What will Google do with Performics?
A. Performics is part of DoubleClick, and we are acquiring it as part of the transaction. We have no plans to dispose of it at this time.1
All right, so Google owns a search
engine optimization company and seems prepared to hold onto it for a
little while at least. Yes, there seems to be a huge conflict of
interest. Yes, there appears to be a large double standard. Yes,
Google appears to have abandoned its long-standing principles
regarding organic search engine placement in the interests of profit.
But surely, the search engine optimization company that it bought
will quickly be forced to follow the guidelines that Google has
published for companies that are looking for a search engine
optimization company. Right? Well, no.
Here is a verbatim quote from the
guidelines that Google provides to people thinking about hiring a
search engine optimization company:
Make sure you're protected legally.
For your own safety, you should insist on a full and unconditional money-back guarantee. Don't be afraid to request a refund if you're unsatisfied for any reason…2
On the surface, this advice seems solid
enough, but as an owner of a search engine optimization company, I
can tell you how impractical it is. What would prevent a company that
achieved fantastic search engine placement using my service from
asking for its money back, claiming that it is unsatisfied? "For
any reason" is a very slippery slope, and apparently Google
agrees – Performics does not offer a guarantee of any kind. How do
I know? Simple -- one of my employees called and asked. We also
have it in writing from an email we received from one of their sales
reps.
What Are Google's Options?
Let's be charitable and assume that in
the heat of the acquisition Google has forgotten to update the page
of advice that it has created for website owners. This leaves only
four things that can happen:
Status Quo: Google keeps this advice up on the page and Performics continues to offer no guarantee regarding search engine placement. We'll call this the "hypocritical" scenario.
Performics gets in line: Google leaves the advice up as is and forces Performics to offer an unconditional money-back guarantee. We'll call this the "free SEO from Performics" scenario.
Guidelines change: Performics maintains zero guarantees for search engine placement but Google modifies the advice to remove the inconsistencies pointed out in this article from its advice section. We'll call this the "shareholder's delight moneygrubber special" scenario.
Google spins off Performics and removes itself from the search engine optimization industry. We'll call this the "sanity over dollars" scenario.
I'm not betting on which of these
scenarios is most likely. Some time back I would have picked #4, but
as I pointed out in a recent
article, Google has already crossed an invisible line
by offering free advice about organic search engine placement to its
biggest pay-per-click spenders.
Google owning a search engine
optimization company -- a slippery slope, indeed. What does this mean
for those hiring other companies and looking for great search engine
placement? We will just have to wait and see.
© Medium Blue 2007
1 http://www.searchenginejournal.com/what-will-google-do-with-performics/4720/
2 http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291