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article imageOp-Ed: Google renaming is more about themselves, not us

By David Goehst     Aug 11, 2015 in Business
With Google shaking up its corporate structure, it stands to reason there's more than meets the public eye with the sudden name change to Alphabet, a name that could cause legal issues. But that's fine, because this move is all for Google — not for us.
Google recently hired an SEO company to help it for whatever reason. It has weeded out revenge porn and other duplicities from their search results, and has been linked with numerous self-driving cars floating around California. So why should this sudden name change to Alphabet concern onlookers — and users of every day products like Adwords, Adsense and even search marketing tools?
For starters, each "product" will be considered a division with an active CEO. Brin and Page, of course, will allocate company funds so each "division" can operate, meaning lagging products could soon get the axe if they're pushing stock down. The Alphabet structure, all told, will fall under nine divisions: On one side, you'll have the non-digital marketing products Calico, Nest, Fiber, Venture Capital and Google X. On the other, you'll have Google and its search, maps and advertising divisions, YouTube and Android divisions.
Sources like ABC News and the New York Times said the shakeup will allow Google to micromanage the numerous products launched over nearly two decades without affecting its stock, which will still be traded under the GOOG and GOOGL symbols on NASDAQ. Investors will begin receiving split statements, however, a sign Googlebet is willing to be more transparent.
Marketing shouldn't be affected by this maneuver. You'll still need to lay off blackhat practices, stop trying to fool Google search engines and always create content that not only motivates and inspires, but helps promote local SEO for your business. However, with new CEO Sundar Pichai, leading Google's search marketing team, practices that are indicative of "position hopping" rather than of an organic nature may soon be prohibited. But while blood-thirsty marketing executives wait to see what changes are coming about, Google may have a problem of its own. and the trademark rights to "Alphabet" belong to BMW — and it's not selling them.
While Google wouldn't infringe unless it used the term in the same context and created confusion, branding a name that is used by two automakers — Google produces cars — could cause legal issues beyond reparation.
This opinion article was written by an independent writer. The opinions and views expressed herein are those of the author and are not necessarily intended to reflect those of
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