Google is poised to completely alter how websites market themselves over the next year. While easing users into changing search results pages, Google has also designed a new method for websites to structure data so that its crawler can better pull information. This is a tremendous strategy. Google doesn’t need to own all of the information in the world, but does own the methods of accessing that information — as well as the ability to advertise to people who use that access.
New developments from Google will include: search results with more direct information; data that Google makes available will be reduced and the company will be entering new industries and markets such as the expansion of data into search results pages.
Google’s activity in the second half of 2011 represents just the beginning of the changes that it will be pushing throughout 2012 as it establishes even stronger relationships with its partners, affiliates, and advertisers. While this happens, every marketer on the web will need to carefully consider and revisit how they are positioned with the search giant and its interests.
With thanks to Brian Whalley of Hubspot who’s original article can be found here
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