Google Loves Up Search Engine Optimization
October 31, 2023
This essay is the work of a dumb humanoid. No smart software required.
Alphabet, Google, YouTube is definitely a believer in search engine optimization or SEO. How do I know? Consider the reports that relay this allegedly accurate number: $26 billion. Yep, $26 billion paid out to other companies to buy click love.
“Google Paid a Whopping $26.3 Billion in 2021 to Be the Default Search Engine Everywhere” asserts:
Google obviously agrees and has paid a staggering amount to make sure it is the default: testimony in the trial revealed that Google spent a total of $26.3 billion in 2021 to be the default search engine in multiple browsers, phones, and platforms.
The article shares some napkin math and says:
Just to put that $26.3 billion in context: Alphabet, Google’s parent company, announced in its recent earnings report that Google Search ad business brought in about $44 billion over the last three months and about $165 billion in the last year. Its entire ad business — which also includes YouTube ads — made a bit under $90 billion in profit. This is all back-of-the-napkin math, but essentially, Google is giving up about 16 percent of its search revenue and about 29 percent of its profit to those distribution deals.
It appears that Google does its own big money SEO. It pays to be the search system and, therefore, is artificially boosted to be the winner. Yes, SEO, but not the penny ante silliness of an art history major working at a Google optimization company. The billions deliver the big school of fish: Advertisers.
Is this good or bad? From my point of view, Google is doing what good optimization wizards do: Maximize return and reduce risk. Big money deals facilitated some important milestones in the American economy; for example, the steel monopoly, the railroad that made Stanford the exemplar of integrity, and everyone’s friend with the jingle Luckies taste better.
Maybe money can buy happiness or $150 billion in revenue for those offering free online search? Thanks, Microsoft Bing.
Google is little more than a clever construct. What’s fascinating is that the baloney about Google search being better has a shelf life of more than 25 years. What’s troubling is that it has taken Google, the US legal system, and users a long time to think about the company’s mechanisms of control.
Perhaps it is helpful to think about Google’s entanglement with certain government activities? Perhaps some thinking about the data collection, retention, and mining capabilities of the company? Perhaps some analysis abut the use of YouTube to shape thinking or distort thinking about certain issues?
I love the Google. I have a Christmas card from a long gone Googler. That shows something. Nevertheless, the gravitational “force” of an outfit like Google seems so right. The company is the environment of online.
But 25 years of Google love? That’s a bit much. The Sherman Anti-Trust Act of 1890 showed more awareness than the governmental officials beavering away in Washington, DC, today. Oh, I forgot. Many of those tireless workers have Google mouse pads and a Google T shirt to wear to a frisbee session at the reflecting pool.
Stephen E Arnold, October 31, 2023
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