Google’s War on Webmasters
Google has had a stranglehold on search share for over a decade. With no real alternative to obtain search traffic, webmasters find themselves in an ecosystem where they are both the beholden commodity and the enemy. As the currency of the Internet shifts to user share and the platform moves to mobile, Google is struggling to fend off Apple and Facebook to maintain their dominance of the web, and webmasters are caught in the crossfire. This session will look at how Google’s search algorithm has developed over the years – where they started, where they’ve been, where they’re going, and why. We’ll look at Google’s assault on “tactics,” the culpability of webmasters for their current dependence, and why shifting strategies and mindset are the webmaster’s only chances for survival.
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