Google’s SearchLiaison responded to criticism over how they refer to website publishers with an answer that reflects not just changing times but also the practical reasons for doing so. The answer reflects how important it is for digital marketing to maintain the flexibility to bend with change.
Change: There Isn’t Always A Motivation
The discussion began with a tweet by someone who objected to the use of the phrase “creators” instead of other terms like businesses or publishers because the word creators minimizes the fact that there are businesses behind the websites.
This is the tweet:
“Notice the term “creators” in this piece. This is an example of Google’s successful effort to change the narrative. In the past they have used “publishers”, “businesses”, and just “web sites”. But “creators” minimizes business impact. And clearly some are falling for the trap.”
Notice the term “creators” in this piece. This is an example of Google’s successful effort to change the narrative. In the past they have used “publishers”, “businesses”, and just “web sites”. But “creators” minimizes business impact. And clearly some are falling for the trap. https://t.co/KB2fIe34HV
— Joe Hall ☕️ (@joehall) July 12, 2024
Keeping Up With The Pace Of Change
SearchLiaison’s response reflected something that is commonly misunderstood, which is that everything changes, including fashion, customs, norms and even speech. Those who lack self-awareness on this point will blink and miss it when the page turns on their generation and another one steps forward to take take their place at the center of the world.
This is especially true for SEO, where Google typically is a brand new search engine every five years.
This is SearchLiaison’s answer: