It looks like we’ve had a lot of celebrations in September mainly due to the 15th birthday of our global search giant. Although looks like even Google was confused as to when their actual day of birth was, as nicely pointed by Andrea Peterson in her recent post.
As I write this article the last candles on Google 15th birthday cake have already melted icing and I suppose this is good sign to start looking forward to see where we go from here.
From pretty basic search engine which delivered results to Yahoo! in last century Google Inc. changed into formidable powerhouse of technology and data.
The question we are facing is Googlenet a day to day reality?
We do not “search it” any more we “Google it”. Google’s presence is so strong in our society we have mainstream media delivering information about the Hummingbird update making it more relevant for “BBC Hummingbird” query than some of David’s Attenborough videos actually featuring bird itself (I won’t mention cakes results).
Of course there was a moment in our history when the only “hoover” we could buy was a Hoover and the only “kleenex” was from Kleenex but we’ve long forgotten about these times. It is a huge marketing success of any brand to deliver this linguistic change but times change and when we now proudly announce after coming back from shopping that we purchased a Dyson hoover, however this does not produce money for Hoover. Google of course is in the same situation Hoover was 60 years ago. We know there is a limited time you can carry on buying platforms and blocking technology. It is just matter of time. Who will be next?
At this moment Google, the seemingly invincible search giant looks to have taken over the world, but we believe a race to deliver more profit will create first slips in their iron-like grip of the world’s information delivery system. We move from services people used to love to infantilization and full commercialism. The Google graveyard grows bigger and bigger while at the same very poor money orientated services make their way online and top Google results. But touching someone’s business may create reverse industry actions. What interest have for example comparison websites to spend millions with Google AdWords if Google decides to open its own comparison service?