Is the Google-to-Alphabet Name Change Important for Search Marketers?
In a surprise move on Aug. 10, Google announced plans to create a new public holding company, Alphabet Inc. and a new operating structure that moves Larry Page and Sergey Brin, Google’s founders, into new roles as CEO and president of the holding company, respectively. In the new structure, the main Google business will include search, ads, maps, apps, YouTube and Android and some unspecified related technical infrastructure. Calico, Nest and Google Fiber, as well as Google’s investing arms, such as Google Ventures and Google Capital, and incubator projects, such as Google X will all be managed separately under the Alphabet umbrella. This announcement was big news that rocked the tech wires and caused a bump up in Google’s share price on Wall Street.
For those of us who must work in the same pen as the giant elephant (Google), any burp or grunt is usually cause for alarm, often followed immediately by handwringing. There is a reason for this level of paranoia and anxiety. Our clients rely on their SEO consultants to help keep their businesses visible to prospective buyers, and anything that might change the SEO’s ability to do this is, in fact, cause for alarm. So, when the recent Google announcement is put through the lens of the SEO, what is the impact — both now and in the future? Here is one long-time SEO practitioner’s take on it.
There is nothing to see right now, just keep on moving. The announcement, although greeted positively by Wall Street, will have no immediate impact on search and search marketing. Watch this space though. As Google poises to become a conglomerate with lots of business entities, the question hangs in the air: Where will search fit in the long term? At this time, all those lovely search ads and the dollars that marketers spend on them make search the ATM for the new ventures. Yet to be defined is how all those new business ventures will acquire funds to grow and develop. What will be the fate of new developments for search when other business ventures are clamoring for funds?
The purpose of this blog is to provide insights and tips for how to use search profitably. It will cut through the volumes of information that threaten to overwhelm the busy marketer and will focus on what is truly important for making search work.