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Google Becoming a Major Player in Content Creation

Search engine giant Google is expanding beyond the search realm and is becoming a significant force in the content creation space.

As a search engine, Google analyzes Web content to deliver search results. Google rose to the top of search engine success by delivering an algorithm that users found to be superior. This meant that users found their search results to be more relevant than other engines such as Yahoo! or MSN. Google also used creative and effective branding techniques that made it a household name.

Over the last two years, Google has worked to expand its operations into the other side of the Internet - content creation. Currently, Google’s most popular content site is YouTube, which Google acquired in 2006.  This media sharing site features videos posted by users. YouTube was one of the first sites to give average Internet users the ability to create Web content. Google also owns Knol, an encyclopedia site that could compete with Google-partner about.com.

What this Means for Search Marketing

Google getting behind content creation on Google owned and Google controlled websites theoretically threatens the objectivity of Google’s search results because Google sites are now competing with non-Google sites for higher rankings. Google is emphatic that it does not grant any priority to Google-owned sites.

“Biased results? No way. Providing great search is the core of what we do. Business partnerships will never compromise the integrity or objectivity of our search results. If a partner’s page ranks high, it’s because they have a good answer to your search, not because of their business relationship with us,” wrote Google on its official blog following their partnership with AOL.

Google’s assurances notwithstanding, many of Google’s content network partners believe Google could be a potential threat to their sites. For example, the New York Times reported that Google partner Martha Stewart’s pancake recipe ranks lower than the pancake recipe on Knol for the keyword “buttermilk pancakes.” Despite the concerns, it is virtually assured that these companies are likely to continue their partnerships with Google because the Google network offers the advantage of a very wide reach.

This may also pose a problem for companies that market through search because Google may be a new competitor. For example, if you search “blog services” Google-owned blogger.com is the first sponsored link to appear. This could result in driving up the cost of Paid Search campaigns since Google will be competing with their advertising clients for positioning.

While strategies may not change, SEOers may have to accept that Google content may rank higher than their own. Google has seemingly unending resources and direct access to the natural search algorithm. This means that their content will naturally rank higher.

For the most part, Google-owned content is user-created. Google does not exclusively publish on Knol or YouTube, but rather, Google provides a forum in which users can publish. These content sites might prove to be a good opportunity for Google partners and non-Google partners to upload their content to drive more traffic and links. 

What the Future may Hold for Google

Some industry pundits believe that Google might end up stretching themselves too thin. ''I think Google has overextended, like Napoleon opening up a Russian front,'' said Advertising executive Rishad Tobaccowala in a 2006 New York Times article after Google acquired YouTube.  Rishad may be right over the long haul, but with the benefit of hindsight we know now that -- to date -- Google has made YouTube a very profitable arm of its operations.

Google holds a tremendous advantage with their current business model and is gaining more and more market share in search. But, if Google strays too much from the objective of providing users with valuable content, they could jeopardize their search business if their competitors can deliver more relevant results.

Google emphasizes that their main commitment is to search and that they have no plans of solely becoming a content creation company. “Our vision still remains to be the best conduit that we can be, connecting people between whatever their search is and the answer they are looking for. For that reason, we are not interested in owning or creating content,” said Google company spokesman Gabriel Stricker.

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