[update: Matt Cutts contacted me and mentioned that this was due to the Vevo launch which occurred after that page was cached. Over time that means such pages like the one mentioned below should be purged from the Google search index.]
Google claims they try to be pretty fair with publishers and publishing business models. They are fine with indexing preview versions of a page and just showing a user that, you can make the full article free, you can make the first x clicks free.
OR you can put it all behind a paywall and not get any search exposure.
UNLESS you are Youtube.
In which case you can put whatever you want behind a subscribe wall, still have that registration-required/paywall content fully indexed in Google, and then force users to sign in to view the content.
On the cache copy of pages people still can view the pre-roll ads, but not the content :D
Search Google for "poker face", observe all the Youtube data in the search results, click the top Youtube listing, and watch them send you to a login page so they can better track you and target ads against you.
Many publishers that are having trouble figuring out search (from a business model perspective) would have no problem making a ton of money from search if they got the good ole home cooking treatment that Youtube currently enjoys (universal search promotion + cloaking forcing registration).
And this is where Google being rumored to acquire other content properties (like Yelp) becomes scary for users and publishers and advertisers alike.
To understand our position in more detail, it helps to start with the assertion that open systems win. This is counter-intuitive to the traditionally trained MBA who is taught to generate a sustainable competitive advantage by creating a closed system, making it popular, then milking it through the product life cycle. The conventional wisdom goes that companies should lock in customers to lock out competitors. There are different tactical approaches — razor companies make the razor cheap and the blades expensive, while the old IBM made the mainframes expensive and the software ... expensive too. Either way, a well-managed closed system can deliver plenty of profits. They can also deliver well-designed products in the short run — the iPod and iPhone being the obvious examples — but eventually innovation in a closed system tends towards being incremental at best (is a four blade razor really that much better than a three blade one?) because the whole point is to preserve the status quo. Complacency is the hallmark of any closed system. If you don't have to work that hard to keep your customers, you won't.
Open systems are just the opposite. They are competitive and far more dynamic. In an open system, a competitive advantage doesn't derive from locking in customers, but rather from understanding the fast-moving system better than anyone else and using that knowledge to generate better, more innovative products. The successful company in an open system is both a fast innovator and a thought leader; the brand value of thought leadership attracts customers and then fast innovation keeps them. This isn't easy — far from it — but fast companies have nothing to fear, and when they are successful they can generate great shareholder value.
Open systems have the potential to spawn industries. They harness the intellect of the general population and spur businesses to compete, innovate, and win based on the merits of their products and not just the brilliance of their business tactics. The race to map the human genome is one example.
But as soon as Google gets a market dominant position, you can bet on them locking it down to enhance ad revenues. The secret search relevancy algorithms, AdWords ad quality score, using AdWords rebates to push Google Checkout, always-on search personalization (even when logged out), mystery meat payout rates to AdSense publishing partners, universal search algorithms that allow them to arbitrarily promote their own websites, YouTube cloaking, etc etc etc
It looks like they jumped the gun on Yelp. Google was already integrating Yelp reviews in their AdWords ads before the acquisition was finalized.
What does it mean for the rest of us?
I am not sure.
It depends on if Google believes in what they say or what they do. They can't believe both.
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