It’s been a pretty quiet time for Google – said no one ever. After all we are talking about one of the most prominent and versatile companies on the planet, and yet again they’ve managed to make plenty of noise without actually saying all that much.

Driverless cars and improving health aside, the California-based company has made in-roads into making life easier online as well – for users at least. Not all online companies would agree!

But for every stamp of the foot and innovative idea, there is a lesson for the digital marketing community and online business owners to learn. Let’s take look…

Mobile-friendly websites

The major online shake-up in 2015 was the so-called mobilegeddon. Where web design and SEO agencies failed through gentle persuasion, Google forced the issue with a destructive algorithm change.

The warning signs were there over a year ago, and content advising web owners to upgrade to responsive web design was consistently plastered all over the web. Some listened, others didn’t. Those that didn’t got kicked in the Googles.

The search engine giant does not mess about. Algorithm changes are damaging to companies that do not toe-the-line and they do not hold back when dishing out punishment.

Lessons to learn:

1. don’t mess with Google

2. listen to industry professionals

3. don’t mess with Google

Umbrella companies

Earlier this year Google announced it will be reshuffling its pack and working under an Umbrella company called Alphabet.

Listening to Larry (Page), the re-organisation sounds complicated, but the concept is (supposedly) designed to make the companies string of projects identifiable under specific brands.

The Google search engine for which the colourful brand is best known will retain its name, but with a sole focus on search. Other brands will be given special names related to whatever specific project.

Nobody knows how these other projects will be funded as they don’t have an income – other than through Google.

So we guess they will be funded by Google which is now a subsidiary of Alphabet which has no money, but owns Google. Errrm, thanks for that Larry.

Lessons to learn:

1. Expanding your company and products is newsworthy

2. If you can’t convince, confuse. Create intrigue in your brand story, like a TV series or soap opera, and raise enough questions that readers will stay tuned to see what happens next.

Logo change

A change of company face also saw Google adopt a change of typeface – which led to much more discussion and conspiracy theories that it probably should have done; but that’s why they did it. Or they just wanted a change.

So-called design experts used a number of fancy superlatives to describe the change; “simple, uncluttered, colourful and friendly.” Others claimed it creates a better “balance.” Most search engine users didn’t even notice.

Lesson to learn:

1. Making minor design changes can give your marketing a major boost – but only if anybody cares, or notices.

2. Sometimes even Google shouldn’t even try to mess with Google

Online business can learn a lot from large companies and digital leaders do not come any bigger than Google – or is it Alphabet? I’m confused! I’m sure it will all turn about beautifully. In fact, I’m convinced it will and if maybe we’ll drop Larry a line.