Google continues to make changes that improves their products’ user experience, but that hurts their primary customers, those that actually give them money — namely, marketers. With each new iteration of its core products, Google has made one thing clear: Online marketers, you are priority #2.
Back in Oct 2011, Google enabled encrypted search for users logged into their Google account. This caused a large portion of queries to show up in analytics as “not provided”, greatly reducing the visibility of search data useful for marketing analysis. This change had dramatic implications for online marketers, inbound marketers and especially SEOs. The change had many people up in arms.
What is interesting is that despite the blow-back, Google did nothing to make their customers feel better about the situation. Considering 96% of Google’s revenue comes from advertising, you would think they would try harder to keep the marketers happy.
The next thing Google did was even more radical. A recent Gmail update pushed out a new interface with several tabs that automatically sorts a user’s email and separates all marketing and promotional emails out of their inbox into a new Promotions tab. This change is particularly extreme because newsletters and other content a user subscribes to is now sent to the promotions tab so the email is no longer front and center in their inbox.
It is very bizarre that Google is continuing to make changes that frustrates their customer base. These user “improvements” are rarely directly requested and yet heavily impact marketers. Perhaps Google is too big to fail? They certainly have such a high percentage of search traffic that marketers are pretty much stuck with them whether they like it or not.
Have you been affected by these Google changes? Please share your experience in the comments below.