Google is currently one of the dominant entities on the net period. The question is - is it really that omnipotent, is it really that advantageous. The question is ? IS IT REALLY "ALL THAT".

To understand role of Google in the modern net society we need to go deep into its roots. Google was born at hands of Larry Page (rich boy) and perfected by Sergey Brin (russian rich boy) at Stanford University. The idea was to rank internet pages based on number of other pages linking back. For Brin it was sort of academic approach to web page ranking where web page would model for academic paper and back links it receives would model for number of citations that academic paper accounts for. Very interesting model indeed and in a sense is very useful in the academics; bus is this model as useful in the world of internet information ranking? Does this formula objectively represent the way any given website or webpage should be ranked among other competitors? Let me be the first one to disagree.

The Google that we are all using now is a very different Google that it used to be. Thanks to brains of Brin it has evolved from simply counting backward links to an algorithm that is protected better than our troops on a foreign soil. However, the basic idea is still the same and ranking is given based on number of links your site receives from other relevant sources. So what is the problem, you might ask. Lets imagine that you have created a brand new website that centers on certain topic of interest. Lets imagine that you are an expert in that topic and you have created the best website ever on that particular topic: it covers more information than any other source on the net, it offers simplicity in navigation, it offers largest and well organized library of sources on that particular topic, it complies with w3 standards, and it even can be seen in any browser in the world including all the hand held devices. That perfect site which would be very useful to many individuals around the world would end up at the bottom of the Google ranking system unless you spend countless hours trying to get links from relevant sites, trying to pay for fraudulent looking link services, getting frustrated, and still ending up at the bottom of the Google ranking system because some of your competitors have figure out a way to create numerous doorway pages, link scams, and so on. Just because your perfect site does not account for a large number of backwards links will bring your ranking down and will bring down with it all your hard work and desire to share your expertise with others. Some day you Google up that perfect site's key word, that common sensed key word that should bring your perfect site at the top of the search results. You look at the results and you realize that there is nothing but bunch of irrelevant pages full of advertising and its all due to the fact that some geeks know how to beat the system. Now you tell me ? is that a fare way of ranking pages?

Google and its strategy brought plenty of hardship to ordinary website owners. Instead of updating and perfecting their sites owners have to hunt for links using all available means. Most of the time site owners are getting trapped into services that are questionable in nature. This environment creates numerous pitfalls for web surfers as well. Web surfers become victims of doorway pages with meaningless and countless key word links, smart redirect pages that throw you to places full of ads, and bad websites that managed to get gazillions links using their questionable techniques. All that commotion creates nothing but bad experience for anyone who is in search of information on the internet. Is that how the search engine should work, is that how omnipotent search engine should work, is that how billions making search engine should work?

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