Google have just updated their guidelines in regards to rewriting URLs.

Previously, the guideline stated:

"Don't use "&id=" as a parameter in your URLs, as we don't include these pages in our index"

Google have now removed this guideline, saying they can now index URLs that contain that parameter. Google have also posted a blog entry explaining the difference between dynamic URL's and static URL's, and encourage you to let Google handle the problem.

Should You Avoid Rewriting Dynamic URLs?

In most cases, yes. The translation can be messy, and if not handled correctly can lead to indexing problems.

However, for SEO purposes you might want to consider the following points.

Sometimes Static URLs Do Make For Better SEO

• The URLs look nicer and will likely get clicked on more often
• The URLs will provide better anchor text if people use the URLs as the link anchor text
• If you later change CMS programs having core clean URLs associated with content make it easier to mesh that content with the new CMS
  the benefit Google espouses for dynamic URLs (Googlebot being able to stab more random search attempts into a search box) is only beneficial if your site structure is poor and/or you have way more pagerank than content (like a wikipedia or techcrunch)

They are a world-leading enterprise, employing over 22,000 people. Fortune named them "America's Most Innovative Company". They also run various online marketplace services, through which a vast amount of money flows. They are a trusted name in households across the country. It is the year 2000, and that company is Enron.

Less than a year later, Enron would collapse under the weight of institutionalized fraud. And hubris.

The lessons learned from the Enron collapse were the dangers of monopolistic power and lack of transparency.

Google In 2008

Google is the darling of the tech world. In fact, they're pretty much the darling of every world, given their massive market reach and the usefulness of their services. Google occupy a position of enormous power. It is fair to say Google has nothing in common with Enron, other than the fact they are a big company, and for the most part, Google has done a good job in terms of gaining and maintaining trust with a wide range of stakeholders.

But for any company the size of Google, especially one that has grown in such a short period of time, questions of trust - and anti-trust - will eventually surface.

Should We Trust The Machine?

Take for example the recent case of United Airlines stock. An old story about the airline's bankruptcy was published online, resulting in $1B being wiped off the value off the value of the stocks within minutes. The finger pointing started soon after, with Google blaming the originator of the piece, The South Florida Sun-Sentinel, whilst the Tribune Company, who publishes The Sun-Sentinel, pointed the finger right back.

To be fair, the mistake was largely due to a chain of human errors, and most of the mistakes made were outside of the control of Google. Questions of blame aside, this issue comes down to a matter of trust. Clearly, people trusted the information they saw on an automated news service, and acted accordingly. The lesson learned is that we should not be so quick to place trust in the machine.

From Trust To Anti-Trust

There is another trust - actually, anti-trust - issue of late, and this issue goes to the heart of Google's business model - online advertising.

Google's proposed Yahoo partnership is raising fresh antitrust woes. Regulators are starting to look more closely at Google's role in the world of online advertising. Will this deal give Google too much control of the online advertising space? Yahoo claims this partnership will create more market access, and provide better ROI, to advertisers. Advertisers fear that Google could use market dominance to set higher prices for search ads.

Forward-thinking SEOs may be licking their lips at that prospect, but I doubt many small website owners who rely on PPC will be too happy.

Smoke & Mirrors

In a related example, Aaron reported on a feature in The New York Times about how Google refused to tell the owner of a directory why his bid prices had skyrocketed.

"When I pressed Mr. Fox about Sourcetool, he refused to tell me why the algorithm had problems with the site. When I asked him why the business.com site was in the algorithm’s good graces but Sourcetool’s wasn’t, he wouldn’t tell me that, either. All I got were platitudes about the user experience. It wasn’t long before I was almost as exasperated as Mr. Savage. How can you adapt your business model to Google’s specs if Google won’t tell you what the specs are?"

A similar dual-tier system appears in to be in operation in the organic search results. Greg Boser has a great post about this entitled "Why Big Brands Should Spam Search Engines".

"I wouldn’t hesitate because I understand that if a search engine happens to stumble upon what it considers improper SEO techniques all on their own, they will more than likely contact us directly to discuss the matter. Getting kicked out of the database won’t even be a consideration. If our improper SEO tactics happens to get outed publicly by some gung-ho blogger, or one of the many competitors competing for our terms, I know that all we’ll get is a tiny slap on the wrist to show the world that the particular search engine is serious about web spam. And once our public scolding is completed, we will instantly be allowed to cut to the front of the confessional line".

We all remember the BMW incident.

Google may well enjoy a significant trust level, but they couldn't exactly be described as transparent, or consistent. The Adwords and Adsense systems have become a hall of smoke and mirrors, where some players get a free ride, whilst others get hammered. There is often little or no explanation given as to why. With transparency comes trust, and the often secretive Google could do a lot more to provide clarity.

Cases of this nature are always complicated and it is unlikely much will change in the short term. Many of us simply wish that Google would be a lot more transparent about how webmasters can use, and build upon, their platform.

I suspect that, going forward, saying "Trust Us!" won't be good enough.

I've been trying out Google's Chrome browser. I like it. I really do.

I like Chrome mainly because it is fast. Faster than Firefox, anyway. However, I'll be alternating between the two browsers, because Firefox has a plethora of useful plug-ins that Chrome lacks.

Like many Firefox converts, I haven't looked at Internet Explorer for some time now.

Microsoft have recently released IE8, so I thought I'd evaluate it in terms of search, and contrast it with the functionality and positioning of Chrome. Many in the internet community have speculated that Chrome is going to eat Microsoft's lunch, and not just in the browser space, but with the ushering in of cloud computing. Is this plausible?

Let's take a look.

You can download IE8 Beta from here. As usual, you'll have to sign your soul, and those of your yet unborn children, etc, etc over to Microsoft, and then reboot.

Goodbye Google Toolbar

You run through the inevitable setup screens. The first search-related issue I noticed was that Google's toolbar wasn't compatible with IE8 beta, and asks me if I want to disable it. Is a bug, feature, or a market position? ;)

Next up, IE8 asks you if you want to use "Express Settings", which means that the search provider will default to your existing default, and just about everything else defaults to Microsoft products or services. Internet Explorer also wants to become your default browser. At this point, you can opt for Custom Settings, and modify each setting individually.

Pretty flexible, really. If you want to opt out of Microsoft services, you can do so easily.

The Search Wars

My main reason for looking at IE8 is in terms of search. What functionalities do you get, and how is this browser positioned against Google?

Search Suggestion

One feature, called Search Suggestions, offers, naturally enough, search suggestions. Like the equivalent Google feature, IE8 will try to guess what keyword you are search for a prompt you with suggestions as you type. This feature works with many different search providers (Google, Yahoo!, Live) and large ecommerce and content sites (Amazon.com, eBay, Wikipedia), which makes the search box a nice keyword research tool, but nothing new to most of us, I'm sure.

Note that this type-ahead feature, like on all browsers offering type-ahead suggestions, will send your search queries to your search provider, even if you don't hit send. Matt Cutts, perhaps sensitive to the privacy concerns aimed at Google, makes the point in this comment he posted on GoogleBlogoscoped that " if "Suggested Sites" is on, "your web browsing history is sent to Microsoft, .... the addresses of websites you visit are sent to Microsoft, together with some standard information from your computer such as IP address, browser type, regional and language settings.....".

How Will This Affect SEO?

An aspect SEOs need to consider is how the widespread implementation of search suggest is going to affect SEO. In this post, Aaron talks about how search suggest is likely to force a consolidation around the most popular terms. This has implications for those going after the long tail, but also provides new SEO opportunities, especially if you have a brand that incorporates popular search terms.

Explorer also allows search suggestion from any provider, which can be a useful SEO tool, in itself.

Visual Search

IE8 also offer Visual Search, which provides pictures to help you select a result. This didn't seem to work for me, but I did notice that a search on "Seattle Weather", the search term suggested by Microsoft, did bring up a page featuring advertisements for Australian outdoor sportswear suppliers. Reminds me how far other providers have to go in this text ad space in order to catch up with Google. It wasn't until I dug around a bit further that I discovered that you need to install search providers. Even then, it wasn't playing well, giving me a string of error messages.

Still, problems are to be expected in a beta release.

Other improvements include search history matching, a useful "Find On Page" button added to the instant search box, and the ability to drag the search box in order to change the width. A few nice touches.

Forced Search Provider?

On the Microsoft global-domination conspiracy front, far from locking you in, Microsoft have made it rather easy to configure IE8 to incorporate your choice of search provider. It wants to default to Live Search, but you can easily select Google, or other services. The pull-down search box provides options to add more. So, good marks in terms of flexibility.

There are various other features, including InPrivate browsing, which supposedly blocks ads and prevents people tracking you across the web. As it isn't search related, I won't review it, other than to say it is good that the user has to jump through a few hoops to enable it. Love 'em or hate 'em, web ads enable the production of a lot of "free" web content. If ads were turned off by default, many sites would simply cease to exist, or start charging for content. Full marks to Microsoft for leaving this option to the power users.

IE8 Vs Chrome

Now, contrast these features with Google's Chrome.

Did you find Chrome noticeably faster than your existing browser, be it Firefox or IE?

I did.

Speed was the deciding factor for me. On the internet, speed is (nearly) everything. IE8 didn't strike me as being any faster than Firefox, and certainly a lot slower than Chrome.

In this respect, IE8 feels like an update to an existing product, as opposed to a game changer. Chrome feels like a game-changer, even though, when pushed, I can't put my finger on exactly why this is. I think it may come down to the usability gains of extra speed, especially if your day to day use orients a search function. IE8 is adding functions, desktop application-stylee, while Google is busy taking features out in order to simplify and minimize.

If cloud computing is to take off, then the browser is going to need to need the speed of an application, and it is going to need to be simple and transparent in order for people to bother migrating.

Application-Centric Vs Web Centric

Chrome explains itself better. The Google information pages tell a cohesive story, whilst Microsoft's story appears scattered and a little confused. I'd liken Chrome to an Ipod. It lacks features some users might demand, but it works right out of the box for most people. Microsoft IE8 is, well....Microsoft. It feels more application centric.

Perhaps that says something about the web strategy of the respective companies. Google wants to pull users out of their existing habits, and into the Google web, whilst Microsoft needs to integrate existing application users with the web.

A subtle difference, but there nonetheless.

Have Your Say

What are your thoughts? Have you tried both new browsers?

Search is the New Operating System

People far smarter than I have talked about the web becoming an operating system, and search being at the center of how we access the cloud. What better way for Google to position themselves as the C prompt than to turn the address bar into a search box?

I think operating systems are kind of an old way to think of the world. They have become kind of bulky, they have to do lots and lots of different (legacy) things. - Sergey Brin

Some have dismissed Google Chrome as being unoriginal, but it is "a step that needed to wait until the company had, essentially, come of age. It is an explicit attempt to accelerate the movement of computing off the desktop and into the cloud"

Google is Serious About Marketing Chrome

Sergey Brin stated that they did not intend to lower Firefox's marketshare, but a day after launch Google was already marketing Chrome on their homepage (internationally and abroad to users of Internet Explorer, Firefox, Opera, and Chrome!)

How the Omnibox Shapes SEO

Recently I mentioned how Google Suggest could change SEO, and the Omnibox drastically extends those effects. Google did not pull any dirty tricks to force their search service into being the browser default, but they did try to turn the address bar into a search box - which will increase how often we search. The Omnibox offers short cuts as you type:

The parts that are in black are related search queries and the parts that are in green are typically one or more of the following

• the #1 ranking organic Google search result
• pages you recently visited that are relevant to the search query

SEO Implications

The "search results before the search results" have major SEO implications:

• Google is keeping some of the data entered before you hit the enter button. Getting people to search for your brand could be seen as another signal of quality.
• Raising the awareness of your brand and getting many people to search for your brand will help your brand related queries show up when people search for broader related brands.
• The value of a #1 Google ranking goes up, as the top ranked site has another opportunity to capture the searcher BEFORE they see the SERPs, and will be more likely to get clicked on when searchers see the search results (since they just saw the URL a second earlier).
• The value of awareness advertising, website interactivity, and consumer generated content go up as they make you more likely to show up in the list of previously viewed pages.
• For heavily advertised and/or frequently viewed pages I can see an advantage to adding a tomes of relevant text below the fold such that your site shows up for many related search queries. :)
• Given Google's large ad network and their network advantages in search monetization, they will easily be able to buy marketshare through advertising on their own ad network and bundling this browser with hardware providers.
• If the feature is widely adopted by other browsers it could lower the value of type in domain names (by making people more likely to search rather than type in a domain name). This could force some domainers to sell or develop, which could lower domain prices (and the .com premium)...this trend may already be underway given the pending Yahoo!/Google ad deal.

Your Thoughts?

How do you see Chrome changing SEO?

Google announced that over the next week they are going to implement their Google Suggest search suggestion feature on Google.com. This change will help searchers find popular keywords that other searchers recently searched for.

Short Term Influence on Search

When this search suggest change is coupled with the recent launch of automatic matching and the new quality score update it may consolidate PPC competition against a smaller set of core industry keywords. Some outlier keywords, like misspelled terms, are going to be much harder to build a traffic stream from.

This will also likely have the effect of focusing organic search attention on a smaller set of well defined queries. And the extra competition in the PPC space will drive yet more competitors to adopt SEO practices. But as an SEO smarter than 99.9% of other web publishers, you have some profitable drafting opportunities you can use to build a profitable search traffic stream. :)

SEO Drafting Tips

1. Search Query Drafting: If you can create a brand that starts with and industry keyword and drive search volume on it then your brand can show up for some people looking for the broader topic. For example, a webmaster may not have enough PageRank/link authority to rank for seo, but if they can create enough hype around their brand then maybe people search for it and their brand related search query shows up as a suggestion around the broader search queries. This is something that should also be taken into consideration when coming up with official names and page titles for leading resource oriented linkbaits.
2. Brand Drafting: If SEO Book is a decently strong brand and a fairly generic keyword, and SEO Books is the second most popular term suggested right below it then you might be able to pick up some of that search volume by ranking at or near the top for that alternate version. An April Hitwise blog post showed that in the US nearly 15% of brand related queries were intercepted by third part websites, and that was *before* Google launched search suggest directly on Google.com.
3. Brand Coupon/Discount Drafting: This is an extension of the above type of drafting, but rather than creating a compilation of sorts you focus on getting an affiliate commission for offering consumers a discount on the core brand. Many consumers will be reminded that there are coupons, discounts, promo codes, and reviews to find and read through when reviewing popular brands.
4. Media Drafting: This technology is already live on Youtube, so Youtube presents 4 ways to draft popular media.

• create a video optimized for a phrase that is already popular on YouTube
• create a video optimized for a phrase where you think the video has a good chance of ranking high in Google results
• create a video that has a title similar to other popular YouTube content that is watched by hundreds of thousands or millions of people
• create a relevant video that is a video reply to a video that is already well received

Long Term Influence on Search

• For websites and businesses that have no intent of building a real brand and intend to run primarily as an organic search arbitrage player the significance of domain name may be lowered significantly.
• As people get more acclimated with using search to navigate the web (as many people already do) then some brands and domain names that seemed too long and not viable may become viable marketing platforms.
• Conversely, short acronyms may lose some of their value as people become acclimated to having the search engine help complete their search queries.

Your Turn

How do you see search suggestion influencing how we search and how we write?