What do I mean by content and platform? Many people wonder whether Google is a company that focuses on its platform (providing a search engine using the Internet) or on content (owning YouTube and possibly partnering with other content providers).
Google started as a company that provided a search engine created by talented engineers who took every stride to create algorithms that resulted in the best search results for users. Over the years, Google has updated their algorithms and focused on their users even more in order to ensure speedy and accurate search results. Ensuring the reliability and user friendliness of the platform of the search engine is Google’s most important focus.
But does it remain Google’s most important focus today, tomorrow, and in the years to come?
Everyone knows that Google makes it easy for people to find what they’re looking for on the Internet by focusing on the platform. The content that shows up in search results is created by everyone else: journalists, bloggers, citizen journalists, the common citizen, etc. From its beginnings ten years ago, Google hasn’t seen a dire need to create content; they instead provide the platform for the content to exist. If Google can profit (immensely!) through their AdWords and AdSense programs, why would they need to include a content aspect?
Regardless, Google desires growth. In recent years, Google has begun to acquire more content by purchasing YouTube, the popular video-sharing website that generates the majority of the traffic of online video watchers everyday. YouTube results appear at the top of search results, directing user traffic to the site. Does this goes against Google’s philosophy of providing the most accurate search result based on user profile analysis?
My point is to suggest that if Google begins to control content, will they be blindsided by the monetary gain of directing users to their content sites instead of providing the best search results for each user determined by what is best for that specific user? How will Google be viewed by its users? Will users be offended and worried that their search results are based on the content Google owns, and will they lose trust and credibility in the system they use on an everyday basis? This will be one of the largest issues for Google to face. Should they grow as a media powerhouse or remain a credible search engine?
