Google and Facebook’s Latest Updates Control Publishers’ Fate

by Emily E. Steck

Google and Facebook’s Latest Updates Control Publishers’ Fate

Publishers went into a frenzy last week thanks to the recent changes made by tech giants Google and Facebook, following a precedent we’ve all known for a long time: publishers are beholden to tech companies. Tech companies hold all the power for publishers. Those fears are now considered fact—for better or worse.

Google has updated its algorithm to rank “mobile-friendly” sites higher in mobile search results, and publishers and internet-ers are right to panic—as much as 60% of websites on the internet could be impacted—even if the event dubbed as “Mobilegeddon” is a terrible portmanteau.

For many publishers and websites, you’ll need to check if your site is “mobile-friendly.” Aka: you’ll need to check if it’s mobile-friendly and then makeover your site, accordingly, for the new mobile age. Across the internet last week, a sense of bitterness united the community, bemoans over having to redesign their perfectly good websites because the most powerful internet company in the world decided to adapt. The message is clear: if Google says jump this high, publishers have to jump this high just to be seen.

To give Google some credit, an update to mobile was inevitable. The majority of digital consumption occurs on mobile, according to this TechCrunch article in 2014. Of course, Google was going to update their SEO policy to reflect the changing nature of internet consumption habits. It’s a necessary update, but one that makes it clear: Google still controls content, and thus publishers.

Just as Google controls all searches (and almost everything else), Facebook shapes the lives of publishers, for better or worse. Last week, Facebook announced some vague updates to its Newsfeed—and everywhere, you could hear the collective sighs of publishers everywhere. Adjustments to the Newsfeed algorithm include relaxing their no-multiple posts from users and publishers, nearly eliminating seeing what your friends like or comment and balancing the “right amount of content for each individual.” Aka: Facebook will display more of your friends’ posts while determining what news users see (i.e. removing the “bad news” in favor of content that will keep them on the site longer). As this piece in Fortune wisely states:

“All of this is frustrating enough for news companies, but what’s even more frustrating is that Facebook continues to pretend that it doesn’t influence the discovery of news or how it is consumed, even though that’s exactly what it does (as it admits in the announcement about its latest update). And that kind of influence can have a profound impact on how users see the world.”

The recent updates to Facebook’s Newsfeed come in light of recent talks with big publishers like The New York Times to have content live on Facebook, instead of just referral traffic. Facebook knows it needs to be on good terms with publishers, but also gets to dictate those terms. Simply put, it has all the power, no matter how much they like to deny it.

Is it defeatist to say that Google and Facebook run the lives of publishers? Yes, but it’s also just a fact of life now. Publishers have always relied on big tech companies because they miscalculated the importance the internet would play in our culture (that’s why back in the day publishers made their online content for free because they thought print would prevail). In many ways, publishers are still paying for the mistakes they made twenty years ago by underestimating the power of tech companies and for that, publishers’ fate will always be left in the hands of tech companies.

The world runs on the internet, the internet runs on content and tech companies control which of that content we see. Content remains to be king, but tech holds the real power, the silent king’s hand who makes the real decisions.

5 Reasons Why SEO Matters

By Emily E. Steck

People have been proclaiming the death of SEO for years, but it's still alive and kicking your website to the top of the page results. Here's why it still matters.

  • Increased Traffic = Increased Money

    By Emily E. Steck

    SEO is designed to push your content to the top of search engines for eager consumers. Good SEO can push it to the top, directing more website traffic your way which in turn creates more money.

  • Brand Awareness

    By Emily E. Steck

    [94% of people](http://http//www.gravitateonline.com/google-search/2nd-place-1st-place-loser-seriously) do not click beyond the first page of Google search results. Good SEO will have your site and all social channels in the same place at the top of the page. It's great exposure.

  • Credibility

    By Emily E. Steck

    Being a few pages in to a Google search results screams untrustworthy. At the front of the page and at the top, customers and consumers are more likely to think positive things about the brand. 

  • Quality Audience

    By Emily E. Steck

    SEO targets the traffic from the audience you want because your business only shows up when people search for it. By using SEO correctly, your content/product/business can be found at no cost to you.

  • Everyone Else Is Doing It… Including Competitors

    By Emily E. Steck

    The digital marketplace gets bigger every day, and nearly every business is using SEO tactics to get that necessary exposure. Jump off the bridge with them. 

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