The Cambridge Analytica scandal revealed how public opinion can be manipulated using data from platforms like Facebook. But can manipulation still occur even after such scandals are exposed? Search engine algorithms may process search queries accurately, but external manipulation can still influence the results on platforms like Google.
During a recent Searchmetrics Summit, Malte Landwehr, the Head of SEO at idealo, shared a fascinating story about the impact of search engine manipulation on companies and brands. He highlighted the importance of positive or negative connotations in search results. For example, when searching for “Facebook whistle,” Google’s suggestions tend to have negative connotations, while “Tesla whistle” generates fewer negative suggestions. This discrepancy raises questions about how search suggestions are generated and why they vary in quality.
Malte explained how Tesla effectively manipulated search results by creating a whistle in response to an upcoming whistleblower leak. Elon Musk’s tweet about “Blow the whistle on Tesla!” garnered significant media attention, overshadowing the negative content. This strategic move influenced search intent and led to positive search results for Tesla.
Similarly, Malte discussed Boris Johnson’s manipulation tactics, such as diverting attention from negative news through bizarre interviews. By making nonsensical statements about building buses from wine crates, Johnson successfully shifted the focus away from critical issues. These tactics influenced search results and suggestions related to Johnson, highlighting the power of manipulation in shaping public opinion.
Malte emphasized the role of externally triggered search queries in influencing Google Suggest and search results. Popular and timely content can impact search suggestions, demonstrating how companies can leverage media coverage to control their online narrative. By generating relevant and engaging content, businesses can shape search engine intent and influence user behavior.
In conclusion, Malte suggested that manipulating Google involves manipulating the data Google works with, rather than directly trying to influence the search engine. By focusing on relevance, quality content, and a strong SEO strategy, companies can effectively manage their online presence and drive positive outcomes. Ultimately, the key to successful SEO lies in delivering a great product, creating informative content, and optimizing for search engines.
For more insights on SEO strategies and online success in 2023, explore the sessions from the recent Summit. By understanding the principles of search engine manipulation and leveraging SEO best practices, businesses can thrive in the digital landscape.