Inertia – Say It Ain't So, Google

Mere observation of how Google behaves should lead any rational person to conclude something totally astonishing. Inertia exits in Google.

But, say it ain’t so, Google.

Inertia can be defined as Google’s reluctance, resistance or its disinclination to change once a determination has been made. Inertia in Google exists in many different areas.

Once Google has decided that your Web site is garbage then your site is basically toast (i.e., a resident of the supplemental index), and Google, come hell and high water, will resist responding to all evidence to the contrary. Google is all too happy all too often to totally ignore reality while doggedly striving to maintain the status quo.

Webpages will consistently appear in the SERPs when there is absolutely no logical reason for them showing up at all, other than that it has always been that way.

Some webpages will consistently show up in the SERPs in the number one spot, when there is absolutely no logical reason to explain how they could possibly be number one. Yet, day after day, week after week, and month after month they remain number one.

That is what John H. Gohde calls inertia in Google.

But once a change does manage to happen, an interesting dynamic always takes place. Web pages that should have ranked well all along suddenly without explanation, start ranking well. There is a short period of apparent instability. Which is followed by a new top dog emerging out of the pack of contenders. And, then a new inertia sets in once again.

Say it ain’t So, Google. 

At times like this, it is hard to stick to your firm belief that there are no gremlins in Google, only computer algorithms and systems theory at play. Unless of course, if you are the new top dog. Then all is well, once again.