As a professional website developer from way back, I’ve used my position as an “internet professional” to promote certain products. One that comes to mind is in search where my partners and I pointed a lot of our clients, friends and family to Google.  At the time Google was revolutionary in its approach to determining relevancy. Instead of relying on the words on the page Google looked outside to see who was linking to that page. Enter Google’s greatest PR achievement: PageRank.

It wasn’t until 4 years later that I started learning about search engine optimization and by then Google had claimed about half the worldwide searches. Many of the early players had been purchased or folded and there were really only 3 SEs worth counting in the US: Google, Yahoo and MSN.

One of Google’s other PR achievements is adoption of the phrase “do no evil”. Unfortunately it is clear that Google no longer holds to that tenant.

In the course of educating others about search and pointing them to Google I have helped make Google a stronger company. And now I feel dirty and used.

Somewhere in the middle of all that Google lost their way and took me with them. For some reason it is now wrong to purchase links. And it is right to “nofollow” links. Somehow it is wrong to sell links unless I purchase them through Google, attempting to outbid my competition to get top placement above the other search results. And most important, it is wrong to discuss what I’m doing with my sites or the sites of competitors or sites I just find interesting because I may point something out that Google doesn’t like and get those sites in trouble.

Google is the Big Bad. They’ve become the internet police and the authority for ethics online. They’ve been using FUD tactics to create an atmosphere of fear and suspicion within my industry - an industry I love with some of the best and brightest people you’ll find anywhere.

Infighting has broken out. Respected individuals and companies that 6 months ago would have been happy to work together (and at no charge in many cases!) are drawing lines in the sand. Conversations are becoming secretive and muted.

I think the problem is that we’re all so invested in Google we’re not sure what to do. Many of us want to go along with whatever Google says or does because it is easier. Some of us may be paralyzed with doubt. A lot of us know that what Google has been up to is wrong but don’t know what to do.

I intend to continue to talk about websites. I intend to develop less reliance on Google. I intend to point people to Google alternatives more often. And I am changing my default search engine today. And the default search engine of my family members.

My contribution is a small one, I know. Google probably won’t notice.

But just as I had a role in building Google up maybe I can bring them down enough for them to see the light and go back to being a force for good. Maybe I can convince them that while they provide a valuable service they shouldn’t be correcting their errors  through other people’s work (nofollow) and money (paid links). Maybe I can make a difference.

If you will do these things too.

Make pages for users, not for search engines.

- Google Webmaster Guidelines Basic Principles

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