Anyone who works closely with search engines or website marketing will know very well that April and May 2010 of this year have been very confusing times. The long pending rool out of Google Caffeine may or may not of started, be underway or completed, in addition to the changing of other factors determined by their page ranking algorithm.

It must be very hard for the wolds leading search company to risk it all and change their ways. It would seem that Google plan is to bring more currency, relevance and personalisation to search results. This means that those companies who have in the past relied upon stable static serach results to bring them regular customers may no longer be able to rely on organic google traffic.
The cinics and economists will say that Google has done this in order to add instability to traffic and reveneues, therefore increasing demand for their own Pay Per Click advertising program called Adsense.

Whatever the reason beit commercial or about changing the user experience, Google is in danger of breaking the very farbic of the internet. Rememeber how amazed we were when the internet grew and was considered to be the largest, and most accessible information resource on the planet. Well that information, and accessibility is what makes the internet great. No more do we need to refer to printed encyclopedias when we have the entire knowledge of the world on tap.

But there’s a problem brewing, brought to light yesterday by a colleague. She was doing some research and desperately needed some information she had previously found on the internet. After some frantic and frustrated hours she gave up looking on Google. Google it seems now considers that vital piece of research to be NO LONGER RELEVANT.

So what Google seemed to help make, they are now certainly to break. We rely on the power of search engines like Google to deliver us the information we need. If that search engine is perceived or known not to deliver this service, what value does it have?

Now where did I put my wallet and keys? Just don’t ask Google!