If you start seeing the domain “abc.xyz” everywhere you look, it doesn’t mean that your brain has reverted to childhood memories of Sesame Street — it means that Google’s newly-formed parent company, Alphabet, has become a major part of the online landscape. Google’s recent announcement of this transition has caused its share of confusion and even concern among search users and website owners alike. Let’s take a look at the ABCs of this major change, and what the implications might be for businesses like yours.
How Alphabet Encompasses Google
First of all, rest assured that Google isn’t going away or morphing into something radically different. In fact, the decision to create Alphabet should help prevent Google from mutating into an unrecognizably bloated, diffuse entity.
In recent years, Google’s founders have been chomping at the bit to expand their horizons by fostering all manner of innovative projects. Some of these include Calico, a life extension project; Wing, a drone delivery network; and Fiber, Google’s bid to beat the cable network giants at their own game. The company’s X Lab performs major research toward the creation of further innovation, while Capital and Ventures allows Google to wield major influence as an investor.
All of these rather peripheral efforts will now be coordinated under the new company, Alphabet. Google will continue to provide its wide range of search engine services, including its close association with YouTube. Meanwhile, Alphabet will continue to develop its current projects and acquire new companies that aren’t closely related to Internet search issues.
Google’s Master Plan
Google is excited about this new structure because it will allow them to explore far afield of its core search products and services without diluting its brand or spreading itself so thin that its SEO programs suffer. Alphabet’s various enterprises will even be encouraged to sport individual brands instead of representing themselves as product lines in the Google or Alphabet brands. Google itself will continue to trade on the stock market as its own brand.
This approach is smart for another reason — it protects the value of the Google brand. Alphabet’s relatively speculative efforts will have more freedom to experiment, and even if a project or company fails, Google’s image and operations will remain untouched.
What It Means for Your Online Efforts
What does all this mean for your business’s online presence and SEO strategies? Actually, no huge changes in Google modus operandi are likely to occur immediately. But one of the search engine giant’s key objectives in shaking everything up like this is to improve its ability to focus on search engine functionality. That means Google will probably start paying even more attention to whether you’re doing things their preferred way.
For example, we’ve already seen Google’s shift toward prioritizing websites that meet their standards for mobile-friendliness. This change to their algorithm was rolled out back in April, but it’s reasonable to assume that the creation of Alphabet was at least on the drawing board at that point. So make sure your website boasts a responsive design that passes Google’s Mobile-Friendly Test.
Google will soon be able to devote more time and energy than ever toward scrutinizing all the little details of websites’ SEO. This is a great time to get all your site tags in order, double-check your inbound and outbound page links, update your content keywords for maximum relevance, and stand ready to make further adjustments periodically.
Alphabet adds a whole new dimension to Google’s reach and structural integrity while potentially making Google itself a more effective and accurate SEO entity. So stick to the ABCs of SEO — starting with this white paper on mobile-friendly websites — and let the rest of the alphabet take care of itself.