So, let’s look at the realities of search:
1. Google Cannot Be Legally Forced For Search Traffic
Many companies have often tried to file a legal action against Google. But, they always failed. Due to the terms of service of Google, it is believed that any legal proceeding made against the search engine cannot succeed in the court.
2. A Public Corporation
As it is a public corporation, the search engine showed indifference towards the drive for making search engine users happy and visibility of different sites in the search results.
3. No Double Standards In Search Of Google
The same set of rules is applicable for all sites. Even if the site belongs to Google or a business associate, any violation results in spam penalties.
4. Google Search Isn’t Perfect
Errors and others are sometimes bound to happen. In 2009, search results of Google were labeled with malware warning. This in an accurate example to show what can impact the traffic from Google.
5. Online And Offline World Are Quite Similar
Both online and offline business needs to have unique sales proposition, in order to succeed. Those sites would not likely to be visible that offer more than duplicate content.
6. Google Is Not the Strongest but the Dominant Force
Google caters to the users’ needs. So, it is the dominant force in search.
7. Always Changing Google Search
The way the results are displayed and the ranking keep on changing each time. The objective of the search engine is to render authentic answers to the queries in the shortest possible period of time.
8. Reward Only Those Sites That Are Relevant For Users
The sites which typically caters to the particular needs of the users, i.e. the target audience, gets reward in terms of visibility.
9. No Legal or Ethical Aspect for Optimizing Websites
Website owners, who deliberately make up their mind to ignore the guidelines set by Google Webmaster, have to repent for the consequences.
10. A Single Acquisition Source Cannot Be Relied Upon By a Business
Counting and relying on a single traffic source is gross negligence.
These points will help you focus on what matters the most to (SEO) search engine optimization.