Google, as we know, works very hard to ensure its search results aren’t gamed by websites which have no right to be at the top of search results for any given term.
Google wants you to find the stuff you need easily, and for all the talk of what is and isn’t a trigger in the search giant’s algorithms, the principle behind it remains crystal clear: If your content appears to be valued (ie lots of people visit you, or link to you, or you exhibit signs of taking that content matter seriously, such as by updating frequently) you’ll get higher up in search.
If Google catches you gaming its search results – such as through paying for advertorials containing links – it penalises you, and in some cases, the people who did the selling too. Here’s perhaps the most famous case involving Interflora. (I’d still pick them over Prestige Flowers, though).
Increasingly, Facebook is acting in a similar way as it seeks to keep the timeline you see as relevant to you as you want it to be. Lots of marketers are upset by the most recent change, which forces out fan pages unless people are organically interacting with them. However, this is good news for media organisations, who actually need to build loyalty to grow in the future.
For Facebook and Google it’s about self-preservation. Attention spans online are short, especially when using a mobile, and being the ‘use that first’ website of choice is a status which must be treasured at all costs. People will move on if they aren’t getting the experience they want, and unless they’re moving straight to your news sites, that’s just as much bad news for you as it is for Google or Facebook.
So Facebook has announced another change: Killing off ‘like baiting’ – or the trend of encouraging people to press the like button for any reason other than because they actually want to like a post, such as a post making a statement and then asking people to like if they agree with it.