Why Google Shouldn’t Open Up Its Hood

SEO etiquette

Google wants as many people as possible to use its web services. These services would get more search traffic and therefore expose more users to its ads if the services were ranked higher in results.

This is a big no-no in the SEO (search engine optimisation) community, which, ironically enough, tries to game Google for better placement. Foundem and others are, in effect, accusing Google of gaming Google to boost Google’s bottom line.

That is the sort of fodder antitrust experts such as Gary Reback, who took down the mighty Microsoft last decade, and regulators such as the Justice Department and Federal Trade Commission, are dying to use as firepower in building a case against Google.

Reback is rumored to have toured Capitol Hill with Foundem’s founders to teach politicians about Google’s evil ways. That’s ominous if true.

Colluding with Microsoft

We already know Microsoft is lurking here in the background after it admitted telling the DOJ how Google is unfairly abusing the search market.

If the DOJ, FTC or God knows what regulator asks for a tour of Google’s algorithmic software, they would have major Google rival Microsoft there to consult and find any wrongdoing.

The regulators would talk all they want about using third parties to determine any foul play in Google’s search, but if I’m the DOJ or FTC I want search experts in the market to diagnose any damaging works. Who’s handy? Microsoft’s Bing team.

If Google is screwing over rivals in the market with its search engine, than the next point is moot. But if it has done nothing legally wrong, letting anyone see it’s search tweaks and how they are done could cause irreparable damage to the search engine Google has striven so hard to protect in the last 11 years.

Microsoft would get access to Google’s crown jewels, which would be a major competitive boost for the company as it tries to ascend to capture Google’s search crown. That’s the main reason I’d be scared to let the government see my inner works if I’m Google.

I just have this sinking feeling the government is actively and quietly working with Microsoft to build a case against Google, using Microsoft’s own expertise in search. The DOJ and FTC could leverage Microsoft’s market knowledge base to build its case.

Justice served?

I don’t trust the government regarding Google. Regulators have sought to thwart Google’s web advances (to keep Google from becoming the Microsoft of the Internet, no less) in book search and mobile advertising. The FTC’s embarrassing failure to stymie Google’s bid for AdMob is a classic example.

Here’s the thing, though: The government has all the clout in the law on its side. When leaders of industry get together to do something big, it sometimes leads to collusion.

If the government gets together with Reback, Foundem and Microsoft and sniffs out improprieties at Google, it will be viewed as justice served.

Sorry, that’s a witch hunt to me. All the more reason for Google to keep the government from seeing its crown jewels, despite the Times‘ naive suggestion.

But, again, if it’s proven Google is doing some sneaky things with its algorithm to boost its other services, then the point is moot. They will get raked over the coals around the world. Deservedly so.