A Harvard assistant professor and expert in online business has weighed in on the debate about Google linking its dominant Search offering with its fledgling social network, Google+, saying the move will force business to join the network out of fear of failing to achieve high search rankings.
As noted by ZDNet, Ben Edelman, assistant professor at the Harvard Business School, says the introduction of ‘Google Search plus Your World’ is a repetition of similar tactics used in other Google offerings, including Google Maps and Google Finance.
"Google is favouring its own ancillary services even when other destinations are objectively superior, and Google is using its dominance to compel users to accept Google’s other offerings,” Edelman writes.
The tie-in with Google+ has the potential to be the most influential of all, with one analyst estimating the network will have 400 million users by the end of 2012.
"I joined Google Plus not because I wanted to participate, not to take a look around, but because I perceived that Google would grant my site preferred placement – more algorithmic traffic – if I linked my Google Plus account to my web site and online publications.
"It’s hard to figure out if I was right. But SEO forums are full of users who had the same idea. So Google can force users to join Google Plus to avoid receiving, or expecting to receive, lower algorithmic search ranking.”
Bedelman concludes: "On one level, these are standard ‘all-or-nothing tactics: Google has something others want, and Google only provides the desired service if it gets its way.
"But the impact is clear: Google’s multiple mutually-reinforcing tying arrangements extend Google’s position of dominance, forcing prospective business partners to bend to Google’s will, and enlarging Google’s control over ever more sectors.”
Are you or your business on Google+? Did you join out of interest, or fear of missing out? Post your comments below.
