In the beginning there was the web and to find things on the web you need a
search tool Webmasters built their sites based on what they thought people
wanted to see with a minimal of SEO.
Search was pretty easy at the start but as the internet evolves and grows into a
viable commercial avenue for business as well as a source of the worlds
information search gets harder to manage and the stakes get much much higher. As
the commercial potential of the web is now being harnessed, money is a
primary motivation for an online presence for so many companies this has fuelled
and driven search technology into uncharted territories in terms of indexing and
storing the worlds information.
Be it commercial motivation or the information freely available over the
internet itself the battle over the top places in the "search engines" had
begun in a very big way. SEO became
a marketable skill and somewhere in the battle for the top spots the people were
quickly forgotten and sites were and still are being built to suit the search
engines - machines. As a result of this a whole new set of problems has evolved
with the ongoing battle against "search engine spam" spiraling out of control as
millions of webmasters try and second guess every measure google takes to curb
the over optimization of websites. The message is quite clear that trying to
cheat the new search technology will get your site banned or panelized - maybe.
With the advent of super sites, massive database driven auto generated sites
designed to capture as much free search traffic as possible things have only
heated up further, Google creates a revenue model - Adwords - and allows
webmasters to sell the adwords product in the form of adsense via their
websites. This in turn motivates webmasters to get as much free traffic as
possible and as Google is the single best source of free web traffic these same
webmasters are building more SE spam! So in effect Google is now funding part of
it's own problem. We now see quite a volatile search index where google is
concerned, they are constantly updating their technology to counter the spam
problem but as they change things with their algorithms, storage and crawl
technology it would seem to many legitimate webmasters things just become
more unstable and less predictable. Google makes a change and whole industries
spring up - Link building as an example is an industry based on getting inbound
links to websites to help your SE rankings in particular. This applies more to
Google because it's key in their search algorithm.
Moving forward search relevance is still and will always be the most
important factor in the survival of any search engine including Google. Their
ability to overcome storage and crawling issues on such a large scale may be a
telling factor, recent volatility in the Google serps indicates things are not
perfect, they may be a giant but they also face a giant challenge.