Google Merchant Search: How Far Is Too Far?

While not a traditional content-rich internet portal like Yahoo! or MSN, Google has been slowly releasing content-centric services over the years in a number of different verticals. 

Take automotives for example;  perform a query for used automotives, and placed (strategically) below the paid advertisements but above the organic search results, Google presents a form to perform a more targeted automotive search:

Filling out the form takes you to Google Base, which displays a detailed list of autos for sale.

Another vertical in which you'll find this functionality is music.  Perform a standard music search, and you'll be presented with a link to more information on albums, songs, etc. on Google Music:

Looking for local movie showtimes?  Google has information on showtimes, movie reviews and theaters at Google Movies:

Google Merchant Search

Now, Google is taking this to the next level with Google Merchant Search.  Google Merchant Search acts as a middle-man between the service provider and the consumer, with Google assuming the role of advertiser.  In this case, Google is leveraging it's own platform in a big way.  Take, for example, this search on secured loans:

Enter a loan amount and you are presented with this screen:

This type of functionality is indeed beneficial to the consumer, however we must ask the question: how far is too far?  When do we start talking about Google as a monopoly, not as a search monopoly, but as an information repository? 

With Merchant Search, Google is on the verge of disrupting the entire search eco system.  More specifically, Google is at risk of alienating its biggest asset - Search Engine Marketers.  Search is incredibly profitable as it is.  Google profits when people click on sponsored listings.  Advertisers profit when the Google AdWords platform drives traffic.  Website publishers profit when Google brings in organic traffic. 

For anyone doing business online, Google is really a double edged sword.  It brings many of visitors to our site every day in its organic search results.  It also brings thousands of visitors to our network sites via AdWords.  While our business models rely and flourish with Google, it is also at risk for depending on Google.

In Conclusion

Is Google willing to infringe on it's advertisers territories for a piece of the pie?  You bet  - Google has shareholders to answer to, after all.  Besides, an expanded services offering benefits both Google and the consumer.  The only losers are search marketers and advertisers who don't partner with Google.