As the largest search engine, Google has kept its distance from search engine optimization.

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(Continued) The RFS SEO Newsletter, Mar. 29, 2008. Page 6
There's also the problem of conflict-of-interest issues with some of the additions to Google. As the largest search engine, Google has kept its distance from search engine optimization. But with Performics, Google now owns an SEO company. Danny Sullivan says "even if Performics is kept completely separate from the Google search team, there's the impression that Performics might have some special rights with Google's non-paid search results."

Now Microsoft finds itself in the same SEO-owning boat after acquiring Avenue A/Razorfish and Sullivan poses this question to both companies: "You now own the whole pie. Do you really need to sell the pie cutters as well?" There's another conflict Google bumps up against with DoubleClick and it's the fact that it risks alienating advertisers who don't want Google to have too much control. Google could integrate DoubleClick's Dart ad management and serving technology into AdWords to offer one unified dashboard and see into even more Web sites across the Internet.

<< Pr. page Next: DoubleClick still runs its advertising exchange >>>

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