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Google, Digg or Giggle: What Is It Going To Be?

Did you notice that Google and Digg have been sharing several headlines lately? Take a look at blogs, news sites and forums on our industry and you’ll find several references either to Digg’s acquisition by Google or to Google’s experiments with a Digg-like SERP interface.

Despite the fact that Google gave up on the Digg deal (for good or only temporarily?), the googlesphere is still excited about this topic. But…

Does Google need Digg?

Is Digg an essential tool for Google’s Internet dominance arsenal? It doesn’t seem to be the case.

* Google is already used by the vast majority of websurfers. Digg, despite its popularity, still looks like a small club dominated by a few privileged members.

* Digg lacks diversity; most links on it are of a geek-oriented nature. Google, on the other hand, can lead users to any type of site they want to see. This efficiency is the reason why it rules the search engine market.

Do Google users need Digg-like features?

How would those impact our search experience? Would such features give us the power to find more (good) sites in less time?

* Perhaps Google intends to use our own votes as a basis to bring us more customised results over time. However, isn’t it what our search history is for? At least, this is what’s been implied by a post at Google’s Official Blog.

* If you think a social voting system could effectively reduce manipulation of search results by suspicious webmasters… forget it. All social media sites are manipulated in some way (bury brigade anyone?). Why would a “social Google” be different?

Let’s see how the whole Google-Digg (or “Giggle,” as suggested by some good-humoured guys out there) case will evolve — if at all. Whenever I find any substantial news on this thought-provoking subject, I’ll write more about it.