Google as "GOD"

Google is the almighty when it comes to ranking web sites (don't even mention Bing as they recently admitted to using "Google" results.) So Google has this great/huge algorithm that they apply to pages, and when someone searches for a word, out comes a listing of websites with relevant results. This formula is, of course, a secret. If everyone knew what the formula was, they'd "cheat" by changing the content of the site to cater to the formula, and therefore yield a #1 position in the results. Google frowns upon that practice as it wants the results to be objective.

Today, there are people who claim to be experts in Google search results, (Search Engine Optimization specialist) and many of them make a "nice" living at their trade. This however crosses a fine line between your website, and your website "googled" to rank higher in search results.

But that brings about a more thoughtful question which is: if you work so hard to get your business to the #1 ranking in a search result for a specific "keyword", what happens when Google changes the algorithm, and you no longer rank anywhere? What happens to the companies that became overnight stars because of the #1 ranking, when the high ranking disappears? Does that company have other marketing strategies? Or does that company just wilt and die? Companies have sued Google after their sites disappear from the top of the Google search results. None of them have won. If they did, it would be headline news.

Which brings me to a more compelling question. Many companies will hire Search Engine Optimization (SEO) consultants to help with the search results rankings of their internet sites. There's nothing wrong with that. However, most companies do not know which practices are good, and which practices are bad. Let's face it, if the companies knew the landscape of SEO, they would not need to hire such consultants. Since the search results formula is not known, SEO consultant should not (although many do) guarantee results. If you asked me to stack 5 boxes, one on top of the other, I can perform that job and I can guarantee a positive result. If you ask a SEO consultant to rank an internet site in the top 5 for "health insurance," can said consultant guarantee results? And when they can't, and resort to using "unlawful" practices? Companies can choose to hire SEO consultants and not bother as to what methods are implemented. Good, Bad, whatever, are they ever going to catch me? Everyone else is doing it, right?

So for the sake of our discussion, let's say that your SEO consultant used bad practices to "lift" your internet site to the top of the search results (does JC Penny mean anything to you?). And let's say that someone reported your internet site to a Google Webspam Assassin. The Assassin finds that your site is using "bad" methods and will then remove your site from the Google search results. If you're lucky, your site will drop like a rock in the the results. If you're not lucky, your site will disappear into a "black hole", never to be seen again in search results. Either way, your business will "hurt" as that traffic is no longer getting to your internet site. Worse, that traffic is now going to a competitor who very likely used acceptable practices. A double whammy. Let's say you stop the "bad" practices of your consultant. When will Google "reverse" the damage done to the search results? Today, tomorrow, next week, next month, next year? Do we really know?

And now what? What is your recourse? You can't "call" Google and complain to customer service. You can take'm to court, but that's never worked. After all, nobody has the "right" to be listed in the top of the Google search results. There no higher authority that you can call and say "Google was mean to me and removed me from the search results." Now what do you do? I'll tell you: Think before you do!!!