The Google-shaped WebA Tale of Cats & Parasites презентация

ranter: @badams
Lecturer on SEO & Digital Strategy
Editor & blogger for StateofDigital.com
Also blogs at PolemicDigital.com

http://xxtremorxx.deviantart.com/

we’ll keep your traffic too.”

Source: http://revafallarts.deviantart.com/

engine
As a result, webmasters do whatever they can to get in to Google’s good graces
Google realises that this can be used to its advantage...

Chief of Staff, 1987

websites
XML sitemaps
Structured data
Nofollowed links
Disavow files
SSL
...

Stuff Google dislikes:

Bog-standard content
Shockwave Flash
Content embedded in images
Active link acquisition
Separate mobile sites
Unrestricted linking
Content in (iPhone) apps
More than 3 ads on a page
Spam (whatever Google says it is)
...

good for UX too

But some are purely for the benefit of Google

And these latter ones are becoming more frequent

websites
XML sitemaps
Structured data
Nofollowed links
Disavow files
SSL
...

Stuff Google dislikes:

Bog-standard content
Shockwave Flash
Content embedded in images
Active link acquisition
Separate mobile sites
Unrestricted linking
Content in (iPhone) apps
More than 3 ads on a page
Spam (whatever Google says it is)
...

web is evolving...

... the web is evolving the way Google wants.

The free & open World Wide Web is becoming the restricted Google-Shaped Web.

the ubiquitous protozoan Toxoplasma gondii can cause permanent behavioral changes in its host...”

“Such behavioral alterations appear to be the product of strong selective pressures for the parasite to enhance transmission from its intermediate host reservoir, primarily rodent, to its feline definitive host...”

Source: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2526137/

brain patterns & behaviour;
The rodent becomes more active and prone to exploring open areas;
As a result of this behaviour, the likelihood of the rodent being eaten by a cat increases;
When a cat eats the infected rodent, Toxoplasma gondii infects the cat – its definitive host.

are memes it uses to infect us

We are altering our behaviour to make our information more easily accessible to Google

This enables Google to prey on our business models and take over profitable niches

parasite in developed nations. Up to 80% of the population may be infected, depending on eating habits and exposure to cats.”

“When infected human adults were compared with uninfected adults on personality questionnaires or on a panel of behavioral tests, several differences were found.”

Source: http://schizophreniabulletin.oxfordjournals.org/content/33/3/757.full