There is no getting around the fact that Google is a massive player in the search world. SEO services should optimise sites for other search engines as well, but neglecting to monitor Google would be the equivalent of optimisation suicide. It is not only that optimisation should pay a lot of attention to the world’s dominant search engine, but that Google is behind a lot of other relevant services. Google is very committed to innovation. This means that there is a lot of change to keep up with. It is also critical to consider how changes will feed through into Google’s future popularity relative to that of its competition.

At Searchengineoptimisation.co.uk we invest a lot into researching the fluid sphere of search. As professional SEO services, we are committed to studying the different ways in which change alters the opportunities and challenges facing our diverse campaigns. Our flexible and multifaceted campaigns are always tailored with precision to the needs of the sites in question. We fully appreciate the point that in modern optimisation ‘one size does not fit all.’

One thing which might alter Google’s position in relation to other organisations is the growing popularity of its web browser Google Chrome. It has overtaken Firefox according to recently gathered statistics. Although Google Chrome is still quite a distance behind Microsoft Internet Explorer, at its current rate of catch-up it might be challenging it for dominance in a couple of years’ time. It already has 25.7 per cent of the market, while the Microsoft service enjoys 40.6 per cent. These figures are for the global market, but the UK statistics are not divergent from them in a particularly significant manner in as much as they reflect the same basic trend.

In other Google-related news, YouTube has been updated to make it even more attractive to users. It has a fresh home page and a new channel system. It is even possible to link to Facebook or Google in order to observe what friends are viewing.

With any significant alteration to a service, some users are alienated from the new way of doing things. Sometimes it is simply that the changes take a little getting use to. Initial reports suggest that the majority of users appreciate the YouTube upgrade. Nevertheless, the facelift has annoyed some users who have found some aspects of the new system difficult to use. Whether most of the disgruntled users will eventually stop finding it awkward by persevering is unclear.

Google will continue to innovate for three main reasons. Firstly, it helps it perform well in relation to its rivals. Secondly, it hires employees who have a great enthusiasm for innovation. Thirdly, the majority of users welcome improved services.

There can be teething problems with innovations. In addition, not every innovation proves effective. However, Google would not be where it is today if it was not always ruthlessly pushing to make its services better than ever before. Taking an eye off what Google does is not a sensible move for a consultancy with any ambition.

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