In case you have not noticed, Google is no longer a Search Engine.

They have become a full on, Paid Directory.

This means they NEVER give you the search results you are looking for. They give you the results from their paid advertisers, with about 3 higher ranked unpaid results (they may give you more if it is a nearly vacated search term).

They made their reputation on SERPs. They no longer have them in any way that matters. (That’s Search Engine Rank Position in case you are not an SEO guru.)

They have consistently DESTROYED their reputation in the last 10 years.

So we know what to do about that, right?

Don’t use them.

Only problem is, Google is now the only game in town, and they SET IT UP like that. Yahoo, Bing, DogPile, DuckDuckGo, and everyone else, PAYS Google for the search engine listings (only a few, do NOT pay… Google still needs them on board). And when they had EVERY OTHER SEARCH ENGINE paying THEM to supply the search results, they moved in for the kill.

And kill they did.

They are responsible for the deaths of countless small businesses, who rely on Organic Search to keep afloat.

Google does not OWE them anything. Google makes money BECAUSE businesses DON’T pay for listings. That brings the WORLD into Google Search Results, and THAT is what made their PPC so valuable.

It is like a Mall. You don’t go to a Mall to buy anything unless the Mall has LOTS of shops. When it is empty, you don’t even go there for a specialty item. So Search Engine Users don’t go when the results are limited.

Google is losing traffic by the freeway full. ‘Cause they’re STOOOPID.

So now, the only way you can get USABLE Google referrals is by paying for them,.. Theoretically, anyway.

Don’t pay for them.

Google cheats you.

In fact, every PPC system I’ve ever used cheated people. When you have 100 clicks coming into your site, and EVERY ONE OF THEM is a BOUNCE, you know you are being cheated. At least 4% or more should LOOK AROUND a little.

But I know that Google cheats the advertisers, because they cheat the publishers. If they’ll cheat on AdSense, they’ll cheat on AdWords.

There are statistical averages in the web world. According to PPC “experts”, Pay Per Click advertising is as good in quality as Organic Search results.

I have never been able to prove that PPC was effective in ANY WAY AT ALL. But I COULD prove that 1 in 200 visitors coming in from other sources (including Organic Search) would make a purchase in the average small business. In a high end (high trust or high dollar) industry, 1 in 400 would make a purchase.

PPC landed a resounding ZERO for results.

And that was when it was actually higher quality, and it is far less now.

Big companies have very low accountability for their advertising budgets. As long as people are still buying, they’ll pour out money on things that don’t work, because they think they have it to spend. And in a way, they do.

If you have a marketing budget that is 0.01% of your non-budgeted revenue, you may have $3 to spend on advertising.

A large company may have $300, or $3,000. They have momentum going for them already. They may or may not feel the need to track the results of that $3,000, or $30,000.

Just how the money shakes out.

But Google is smarter than to just let them pay endlessly for PPC. After all, they HAVE to have “Organic” results as well. So if you PAY for PPC, they will ALSO put you higher in the SERPs. Ever notice that the first 3 pages of Google are filled with the SAME links and brands as the Advertisements? Think that is coincidence?

Of course, they will also put AdSense websites higher in the SERPs, but only a little. If they cannot get those ads SEEN, they cannot CHARGE people for the clicks on them. (This in no way suggests that Google wants to help you make money – it just means that THEY need your site to get a little traffic.)

There are things that tell you that Google is not doing its job.

1. Traffic that never grows in spite of SEO PLUS backlinks, PLUS growing quality content, PLUS viral marketing, PLUS high quality blog linking, and other known effective methods. You DO THE WORK, and what worked 10 years ago falls flat.
2. Traffic that is made up of ALL foreign traffic, none from your own country.
3. Search terms in your stats, that are NOWHERE in your site. You never have RELEVANT search terms reported in your Stats.
4. Kittens on the Keys search terms in your stats. This means you’ve been Google Bit, and they are no longer sending you any kind of relevant traffic. (Google Bit means they are actively PUNISHING you, and it is NEVER for bad SEO. This is more malicious, because your site is not BANNED, your results are just Quirked.)

Google no longer has a Workable Business Model. Because “Squeeze ‘Em Harder, Pancks!” is NOT EVER an effective business model. It ALWAYS burns out.

Can you smell the smoke and hear the screaming engines yet?

They may be the only game in town for search, but people use them less and less, and the value for advertisers is lower and lower, AND THEY KNOW IT.

And Bing, and Yahoo have hitched their wagons to a falling star. They are HARMED by Google’s skewed SERPs. They are too Corporatized to realize that once you give away your OWN production, and rely on someone else to create the product for you, you enslave yourself. You leave yourself open to being utterly SHUT DOWN by someone else’s choices.

So there’s no use going to them, they are just props to the death machine.

Shame on you, Bing, and you too Yahoo. Shame on all of you who think that you can pay a corrupt competitor to do your fundamental work!

I think Google could pull out. I think they COULD go back to being the best. But I don’t see signs of ANY progress now, only a worsening. It’s like gangrene. If you’d just clean up, and administer some good medicine, you could clear it up before the stink and festering drives you to having to cut off body parts as the infection swarms through the body. (Then again, I think there are parts Google SHOULD cut off, because they’ll never be anything BUT a corrupt and festering stench.)

People used to talk up Google. Now they roll their eyes.

And we don’t even want to get INTO the security issues of All Things Google that are not Google Search.

Another Note About Bing And Yahoo: If a search company has to buy their search results from another company, they DO NOT have an original business model. They don’t have anything to offer that Google does not. All they are, is a faked alternative for Google haters. They don’t offer anything that differentiates them, and in the business world, that is the chimes of death.

At one time, Bing had a successful business model. They were simply an open directory without as much restrictive algorithm as Google. Their search results were NOT AS GOOD in one respect, and that is, they were LESS focused on ORIGINAL content. They would LET the SEO Scammers through.

But on the other hand, when you NEEDED results that were DIFFERENT than Google (and that IS the only reason for needing more than one search engine), Bing had it.  Until they started to buy Google SERPs. They faked originality by a minor reshuffling, and by placing their OWN paid ads above Google’s. But purchasing Google SERPs was the death throes.

Yahoo failed as a paid directory, and they failed as a free directory. They succeeded wildly as a broad spectrum publishing platform with their paid ads distributed through it. As that crashed, they passed through the balance of free directory and free search engine, with paid ads and paid placements in the directory. They HAD a successful business model until Google tanked them by freaking them out and making them react badly in the wrong direction. And then they began to buy Google SERPs, and everything Yahoo declined from that day.

The day you hire someone who says, “We don’t need to make this. We can just resell that.” is the day you let thieves and rogues take over your company. Because the person who says that does not understand business. They understand laziness. They make a living off laziness, and false information. They’ll also make a living off fraud, and let others do that off your business. Your employees will cart your business and profits off, piece by piece.

And you asked for it.