Should I be afraid of google

Are you also afraid of Google?

"We are afraid of Google", writes Döpfner in a very readable open letter in the "Frankfurter Allgemeine Zeitung" to the executive chairman of the search engine company, Eric Schmidt. Döpfner, who trimmed Springer-Verlag to digital business models, describes an internet monopoly who can evaluate and use all data from search behavior to people's most personal things and wants to establish a kind of "digital superstate" across all national borders and laws . With a search market share of over 90 percent in Germany, there is practically no alternative. Springer also works closely with Google on advertising space marketing; the search engine is the main traffic generator for their journalistic websites. His media company could no longer escape the dependence on Google.

Döpfner's radical analysis is hotly debated in the media world. His words are grist to the mill of all those for whom the power of Google has long gone too far. But there are also critical voices, for example in the marketing journal "Horizont". In the travel industry, the debate about the omnipotence of Google is also well known. It was discussed at many fvw congresses, and there was also a fvw cover story. If you ask the bosses of large travel agents (and Google customers) such as Priceline / Booking or Expedia, they at least appear to be calm on the outside. If Google were really that outstanding, then there should be no more expanding online portals, so the argumentation.

However: Google is not standing still and is buying innovative companies (and not just drone manufacturers). With the US company ITA, the flight display is being improved, and the latest acquisition of the hotel software Room 77 is intended to promote mobile hotel search. Priceline boss Darren Huston, until recently CEO of their subsidiary, puts it into perspective: That is "not the biggest thing" that one can imagine. Booking is growing rapidly in hotel brokerage and is the global market leader, according to Huston, who invested a whopping 1.8 billion US dollars in online marketing (especially at Google) in 2013.

Toon Bouten, head of the German Internet group Tomorrow Focus and keynote speaker on May 7th at the fvw Online Marketing Day, is also firmly convinced that travel portals like their own subsidiary Holidaycheck meet the wishes of customers much better than Google - and in Other review portals are also more useful for customers than the vacation tips from friends on Facebook. If you ask Google managers like Bernd Fauser, who is responsible there for the world's top customers in the travel industry, they shake it off anyway: The goal is always to improve the search. But you don't broker trips yourself, but link to portals or company pages (which make Google rich with their billions in advertising).

So everything in butter? Did Döpfner go overboard or should a top manager in the travel industry soon write a guest article with the sentence "We tourism professionals are afraid of Google"?

of Carsten Wolf, 17.04.14, 10:20 Who couldn't be afraid of Google. It doesn't look like Google will take the tourism business into its own hands at some point - even if it involves employees and risks. But the dependency of the entire online area on Google is approaching the 100% mark. Who still enters a URL by hand these days? The actual calling of pages is usually done via Google. And with all the new global features and portals (hotel search, flight search), it doesn't look like a tourism company that is not nationally or globally positioned could have greater success on the Internet in the future. As a medium-sized company, I am afraid that I will not be able to raise the technical or logistical capacities in the future. A top ranking in the organic search against large corporations is already becoming more and more difficult. And if Google decides tomorrow in favor of new algorithms or new Adowrd guidelines, I can quickly be out of the window on the Internet

of pepxpert, 17.04.14, 10:53 It's sad that only Google is so strong because you hardly have any choice. I just hope that the new domains endings .travel .Holiday .voyage etc. are better placed in search engines than .de .com

of Bernd Hellmuth, 17.04.14, 11:22 Google is overpowering, Google is diverse, Google has become part of our lives! Some of Google's methods are certainly questionable. But from the point of view of the people (not the point of view of the companies), Google is one of the players that brings us into the future. Google invests in innovations (Nest!) And they have to be paid for.

of Michael Buller, 17.04.14, 13:03 It is advisable to take a look at the EU procedure and the suggestions made by Google. One can only hope that Mr. Almunia doesn’t end the proceedings quickly because of his departure ... as he has just arranged. Because the present proposals do not change anything ... no, they even make matters worse! In principle, it is about that Google's results are given preferential treatment, even though the quality in general should be decisive for the ranking and not at least who delivers them (Google). is that my idea of ​​results in a "neutral" search engine. Does a customer really get the best offer when it comes to Google results? .... is it really from the best provider? ... or is it not just the results that Google deserves the most? If you look at the results pages, the Google results are right at the front ... extremely prominent ..... free competition is something else. Not yet taken into account with mobile ... after all, Android is the most common operating system in this area. Google is on the wrong track! All signs indicate that you want to be the result yourself. That would be like if we were to find out that all tire tests in the motor world ... coincidentally, the tire that the motor world produces itself always wins. It was foreseeable ... because if someone can place an advertisement ... and still earn money ... then there must actually be more inside! The industry has acted like drug addicts for years ..... we knew it wasn't going to be good for us ..... but we go to the dealer every day!

of Jürgen Barthel, 17.04.14, 13:05 I would very much like alternatives. Oops, I use them ... Openstreetmap, OpenCloud, Tine2.0, all open source. But if the corporations and strategists only optimize on Google, who still knows the sorcerer's apprentice? Otherwise, I calmly think of IBM, AOL / Time Warner & Co. and just wonder what will come after Google. And consciously use Open Street Maps instead of Google or search on Bing / Yahoo or use Wikipedia for research. If I do have to go back to Google because the topic is too specific - okay. Oh yes: Cloud = NSA. But the development of the number of users in OpenCloud practically does not reflect the scandal at all ... Hmmm ... And for encrypted emails there is still no reasonable, user-friendly (simple) solution, that is still "special interest". And Skype, once Estonian (that's in Europe) is "naturally" American (Microsoft) today ... Didn't it mean that Germany had a claim to leadership? Here, too, we seem to be lagging behind, right?

of Uwe Frers, 17.04.14, 16:46 The problem is not the market share, but the unclear definition of the business model and the associated possible discrimination against market participants taking into account the market share. Two examples: 1. Where does Google's content come from? Many years ago, Google entered into partnerships with providers of reviews and points of interest, for example Tripadvisor, Holidaycheck or Qype. When all the point of interests in the world were indexed and structured by Google, Google introduced its own rating system with Google Places and sorted the aforementioned providers down in the ranking. Is the Google content better? Questionable. But he uses Google in two ways: The user stays longer on the site and he offers Google the option to monetize the exit (e.g. Google Hotelfinder). 2. Google Hotel Finder The Google Hotel Finder is a direct competition product to Trivago, Tripadvisor or Kayak. The central element for generating traffic is a search box in the content area of ​​the search, which is declared as "advertising". Fine in itself if the rules were played correctly. But they won't, because Trivago, Tripadvisor or Kayak cannot buy into this search box, which is declared as advertising, but are ranked downwards by Google. In short: Google does not adhere to its own rules, according to which the quality of the content determines the ranking.

of Stephan Wiessler, 29.04.14, 09:13 This probably affects everyone who (wants to) earn money online in any way. You just have to please Google. On the other hand, Google is also working consistently and strongly to really bring up what makes sense for people who are looking for something.