SEO the AP Way
November 14, 2009
I thought another addled goose wrote “AP to Ask Google for a Better Search Ranking.” I blinked and reread the article. Sure looked legitimate to me, but in this era of instant disinformation, one cannot be too sure. Read the story yourself and make up your own mind. Two or three years ago, I rolled out my mantra for some AP folks. I gave a talk and concluded, “Surf on Google.” The idea I have been suggesting since mid 2006 is that Google had the same potential energy as a big boulder perched on the edge of a cliff overlooking a narrow defile. The guy with the lever at the top of the cliff need exert a tiny force to launch the rock on the folks in the defile. Worked when Alexander was getting cute thousands of years ago, and the tactic will work today.
Google dominates Web search. The company has several options in my opinion.
First, Google can do nothing different. In effect, Google will not answer the AP’s phone calls. Time is on Google’s side. Litigation is time consuming, which favors the Google.
Second, Google can cut a deal with the AP. In the spirit of compromise, Google takes a baby step. The AP seems okay with the Great Compromiser’s approach. The AP continues to move forward in a very different world from the one that gave birth to the AP many years ago.
Third, Google just buys up the AP content. With one bold dump truck of cash, Google neuters Bing.com in terms of AP content and makes the constant grouching irrelevant.
Are there other options? Sure, but this is a free marketing oriented Web log. The interesting point in this news story is that AP is dealing with the problem of traffic. Most outfits hire search engine optimization wizards like Tess (pictured on the splash page of this blog) and hope for the best. The AP wants to get traffic, jump into social content (maybe non journalists who post stuff on the Web), and monetize its information services. Great idea, but I don’t think it will work.
The AP has monetized its content by selling it back to those who formed the outfit in the first place. Other markets have been interested but not willing to deliver piles of cash to the AP. Even the US government is watching its information pennies these days. At some point in time, the triple dipping of licensing the same content to multiple government agencies will run into trouble. Google has been monetizing its big Googzilla heart since it was inspired by the Overture model. The AP did not act then, and now it may be too late.
Will Google be indifferent? Will Google cut a deal? Will Google just write a check? I bet the AP would like to get a big fat check from Google and be number one with a bullet in the Google results lists. I am good for a nickel. Any takers?
Interesting days ahead in my opinion.
Stephen Arnold, November 14, 2009
I am in an independent living facility. I had to pay to use the computer to write this essay. I had to pay for an orange juice. I don’t think I need to alert the Illinois State Police that this is a freebie. Maybe to be on the safe side of the Illinois law? Nah. Not necessary. Illinois has its legal and financial hands full. I might have to pay to report.
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