Google versus Webmaster?

It has been almost three months since the last time Google PageRank has updated on the toolbar. This, coupled with the fact that Google's backlink check command has been randomized, seems to indicate that Google does not want to be used as a search engine optimization tool.

Because Google strives to deliver accurate information, it is noteworthy that for the above described search functions, Google has decided to deliver stale or unusable information. Those search functions are mainly used by webmasters so it is clear the decision to render this information less useful is a step to protect their search results from being manipulated.

Although the toolbar has not been updated, it is very clear that there have been updates. Many people have reported anomalies that seem to correspond to update activity. The one thing that remains unclear (apart from where you stand for your pet phrases) is what is the PageRank of the website you are exchanging links with.

It is difficult to discern if a website has been penalized. You may unwittingly be exchanging links with a penalized website and subsequently opening yourself to a penalty and lost revenue.

There is no other search engine that has embraced the webmaster community like Google has. Google is not only in the forefront of creating a dialogue with webmasters, Google actually innovates new ways to address the concerns of webmasters. Because of Google's history of being responsive to the concerns of webmasters, some feel it is almost out of character for them to not continue the dialogue in terms of showing what the PageRank of their website is.

The word on the street is to scrutinize your potential link partner beyond the toolbar. Check their backlinks using Yahoo, etc. to determine the quality level you are dealing with. Ask yourself, is this Link Directory or Link Text Vendor high on Google's radar?

The net effect may be to encourage what Google itself has been encouraging all along: Build websites for your visitors, not the search engines.