Is Google’s algorithm really over-hyped? In some circles, questioning the merits of THE algorithm is a blasphemy. After all, Google has managed to grab a huge market share lead thanks to its oh-so reliable SERPs, and it’s really hard for folks to game the system, right? Wrong! I have been an advocate of Google forever now, but I can’t explain how disappointed I am with Google and its lack of focus on what matters the most.

Unreliable SERPs: A few days ago, I talked about how I was impressed with Google’s SearchWiki, and how bringing the human factor would help improve the results for all of us. But I am astonished by Google’s refusal in addressing the holes in its algorithm and putting the organic search gamers in their place. I am not talking about some magic black hat technique that folks are using to get ranked. But it’s truly disappointing to see a parked site be in the top 10 results for a fairly competitive keyword (for more than 6 months). And let’s not forget that you can put a keyword phrase in your domain and if you are lucky you may end up in top positions without lifting a finger. Reliable? No. Pathetic? You could say I am going there.

Denial: I am still surprised that Google continues it’s PR based ranking system when it has proven wrong over and over again. The fact that folks can buy links and get ranked high does not sit well with us purists. I have been an advocate of white-hat SEO for a long time now, and It amazes me when Google penalizes one company and then turn its cheeks the other way.

Bullying Tactics: Google’s recent tactics in dealing with those who violate its guidelines show why a monopoly is not the way to go in the search industry. With Microsoft poised to take over Yahoo!, the consumers are going to be left with even less options. Microsoft is not exactly the fairest company in the world, but here is pulling for them to get their search business straight.

At the end of the day, Google is still the best we have in the search industry. Will there be drastic changes in this market? I mean now sure. But I certainly hope that companies such Cuil and Microsoft can mount a serious challenge to Google in the organic channel.

You decide: Is Google the fairest of them all?