By now the masses are likely done mourning the upcoming demise of
Google Reader (slated to swim with the fishes this summer), but some are
noticing key Google toolbar features disappearing like a gaggle of
phantoms too.
As always, there’s a method to Google’s madness (namely, they say
these features just weren’t used enough), but this could very well be a
case of quantity trumping quality. SEO experts, business owners, and
search influencers alike are frustrated with Google’s willingness to
yank once-touted top features, with little to no warning or fanfare.
While these folks undoubtedly represent the minority in terms of
sheer numbers, many rank as top experts and consultants tasked with
ensuring Google’s results are of the highest caliber. Furthermore, it
seems many of Google’s rolled out features go unnoticed because people
simply do not know to where to look for new releases, or to even expect
they may arrive. Google is playing a numbers game, while many experts
wish they would consider quality and communication first; and
ultimately, stop taking away functionality that has helped make the web a
better place, albeit in small doses.
They Give, They Take Away
Google released a fancy new sidebar in 2009 that came loaded with a
slew of advanced search options, including sentiment analysis snippets,
longer snippets, timeline, recent results, dictionary auto-linking,
SearchWiki, Wonder Wheel, and related searches. Sadly, many of these
features are no longer available.
The Wonder Wheel, along with related searches, were both considered
top-tier tools, even if only a select few heavily used them. The Wonder
Wheel showcased search terms in a visual format to let analysts and
business owners discover keywords related to those currently targeted.
You’d simply type in a keyword phrase – say, “London attractions,” and a
circle pattern would appear connecting “London” to other related
keywords, like “Big Ben,” “Picadilly Circus,” and “British Royals.”
Handy, no? One year later, the feature was removed, and a chorus of
cries commenced, without recourse (thankfully, other tools like the
‘Contextual Targeting Tool’
(http://www.google.com/ads/innovations/ctt.html) picked up the slack.)
Now, the frustrated growls are expressing the loss of the related
features tool. Related features enabled users to efficiently eyeball
search results for queries similar to the one selected. For example, if
you typed in “gifts for mom,” the tool might suggest terms like
“Mother’s Day presents” as good alternatives.
For SEO experts, this tool was a goldmine. You could start with a
broader term like “gift ideas”, and use related searches to drill down
into similar yet more effective key phrases. Why did Google remove
related searches? “We weren’t seeing enough usage of this filter to
maintain it in the toolbar,” they wrote recently, “but we do display
related searches at the bottom of the page when they seem relevant
enough.” When they seem relevant enough? That’s not exactly reliable nor
overly usable.
Is Google Disregarding Their Heaviest Users?
There is a lot of frustration around Google’s sudden related searches
axe. In a recent Google+ thread, SEO expert AJ Kohn stated, “Okay, so
is Google then saying that Reading Level and Verbatim are therefore used
more than Related Searches was?” Kohn is referring to a couple newer
and lesser used options, and rightfully wonders why a tool heralded by
Google’s top influencers is gone, when some features that hardly anyone
sees value in still remain. Kohn also brilliantly shined a light on why
this may be a major misstep for Google. “Just like the decision to
terminate Google Reader, Google doesn’t seem to understand they need to
address influencers.”
SEO professionals don’t just use their skills to help clients reach
top rankings in Google and other search engines, they actually help
Google maintain credibility and high user satisfaction too.
Google’s algorithms are built to favor high-quality sites with
comprehensive information and intuitive layouts. SEO professionals, at
heart, help clients create user-friendly websites and content. Helping
these integral web marketers do the very best they can should therefore
be one of Google’s top priorities.
Creating tools like Wonder Wheel and related searches goes a long way
to achieve this synergy, but taking them away without warning obviously
does just the opposite. While there are some new features added in
recent times (verbatim, dictionary, and visited pages, to name a few),
the list of deleted tools is just as long, if not more so. And with each
eradication, Google risks inhibiting the success of people dedicated to
helping them succeed. To add salt to the wound, just last year related
searches was heralded as a top new feature from Google. Many internet
marketers followed suit by loyally using the tool – an experience that
was unfortunately short-lived.
Going Forward
Because Google still has a massive search engine market share, their
antics are unlikely to improve any time soon. Some remain hopeful,
however, that top executives will start to rethink their propensity to
add and remove features at will, based solely on popularity, and instead
consider weighting the voices of their top influencers. Webmasters and
SEO professionals will never outnumber average web users, but if they
celebrate a given search tool, Google would be wise to keep it in the
mix. Without the tools they need to test and create top-notch sites and
keywords, Google results could go back to endless lists of gobbledygook.
Until then, enjoy the tools Google offers, but don’t get too attached.
SiteProNews, Tina Courtney-Brown
Google Removes More Search Features
