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Search Marketer Begs Google To Slow Down

A little more testing could go a long way

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Google’s white-hot pace of releasing and tweaking products has one marketing pro asking the company to ease up on the accelerator.

We have been following Google’s Webmaster Central since its inception. Google’s engineers have kept a regular stream of updates coming to their Webmaster Tools over the past couple of years, a pace that has been mirrored in other Google products.

Sometimes that’s good, especially when it addresses a need. Other times, like the recent Google Reader sharing update, indicate Google may be moving a little too fast.

David Szetela of Clix Marketing thinks his SEM firm’s experience with Google’s AdWords, the search company’s big revenue pipe, shows a marked need for more QA and less rapid-fire releases.

“It’s not unusual for us to wake up in the morning and find old features completely replaced by new ones,” said Szetela. “Almost always the new features provide improved functionality, or eliminate time-consuming steps from a process.”

Szetela noted recent examples, like a new graphing feature that didn’t work and required a week to fix. He also said the AdWords Editor, on its fifth release version, crashes frequently.

“You’re starting to get a reputation for developing buggy software,” said Szetela. “Now is the time to nip the problem in the bud before the perception starts to snowball.”

Search Marketer Begs Google To Slow Down

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