Technology is disruptive; we all know that. Innovation has changed the way we travel, do business, listen to music, and so much more, all while improving our lives. In the midst of that, the businesses that depend on old technology can quickly fall behind the latest trends. That is creative destruction. It kills off certain skill sets while paving the road for newer, more exciting, opportunities.
The person who sold horses was not happy when Henry Ford came around. The company selling newspaper advertisements faced difficult challenges as email marketing became popular. And it goes without saying the music industry did not embrace Napster, iTunes, and Pandora very well. All of these industries very quickly got into uncomfortable situations during their respective periods of time. Change often times is hard, change is not fun, and change can make you reevaluate your entire business model.
What the Internet has done is increase innovation to the speed of light. The world moves fast – really fast. From the beginning of time to 2003, the world produced X amount of data (that’s a boatload for those who are counting). We now create that same amount of information every 48 hours. Wow!
At the center of all of this growth has been a little company called Google. In just fifteen years they have arguably become one of the most dominant and powerful companies the world has ever seen. But Google.com has plateaued in its effectiveness. So how dare I make such an outrageous claim?
We have to recognize who Google is. They are no longer a website company. They are an information company. What they have been able to effectively do is not just stay ahead of the curve in the world of the Internet; they are a big influence in creating the curve. Stated differently, Google makes the rules and we just play the game. So when I say that Google.com has reached its peak, in reality Google as a company has never been stronger.
They added great platforms that millions of us use everyday. They made email better, searching for addresses and directions easier, and they even ventured into the world of social media with their Google+ platform. The company has connected key aspects of our daily lives, from our calendar to our documents, and combined all of that information together. Therefore, most of their users are on Google without even having to go to Google.com. Not too many websites can say that.
As mobile devices and social media become more and more prevalent in society, domain URLs will see traffic decline in growth. For example, instead of going to Google.com to ask for the best plumber in Boca Raton, Florida, web users will ask their Facebook friends living near Boca Raton who they advise for plumbing services. Google knew this day was coming, so it comes as no surprise that they have built their empire outside of Google.com. Again, they help create the trends on the Internet.
So, yeah, I think Google.com has plateaued. But I bet if we asked the executives at Google, they have no problem with that statement. They are still the most powerful company in the world today.
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