A recent patent gained by Google could completely reinvent the way in which websites approach search engine optimisation (SEO) techniques.
The title of the patent is 'Enhanced Document Browser with Auto-generated Linkage', which has made industry observers speculate that it could "destroy" the already "delicate and unpredictable art [known] as SEO".
Writing for digital marketing website, Econsultancy, tech expert Matt Owen said the programme is still shrouded in mystery, but from what is know about it, it could spark a revolution in search techniques and results.
"The description implies that the links would be individually tailored to the reader based on their browsing history," he said. "While this may sound great to users, it’s a serious concern for the online industry as a whole."
As far as he can deduce from the details of the patent – which he calls "terrifying" – Owen says the programme would see individual SEO work carried out on websites trumped by Google's own algorithms for "auto-generated" linking and referencing.
The scope of the patent, Owen speculated, could be "a case of Google filing because they can", but its potential is clear.
"It’s a dynamically generated, personalized link builder that works based on personal user preference, surely the Holy Grail of SEO," explained Owen, perceiving that it could only really be implemented on Google’s own pages or third parties that choose to opt in.
