In April 2017, Google announced it would be turning off search engine optimization (SEO) in 2018.
It had long relied on it for a key part of its marketing strategy, and it had been doing it since 2015.
The move was meant to improve its SEO, which it said it could improve by a factor of 10 or 20.
But some experts say the search giant may have done a poor job of measuring the impact it was having, and the results were not what it expected.
In June, a study from Google found that the company was over-optimizing its pages for search queries.
A month later, a team of Google engineers published a report detailing how the company’s efforts to improve search results had been “substantially underestimated”.
It was one of the first official reports on the effects of search optimization on SEO.
Google, of course, denied the claim that it had misused the technique.
It said it “does not use SEO in any way” and “has no plans to do so in the near future”.
Google has since taken the issue one step further, saying that it has been working with a “world class” team of search engine optimisation specialists to “improve our search results”.
That may sound like a laudable aim, but many experts say it’s simply not accurate.
“This is a really bad thing,” said Stephen DeLong, founder of SEO company SEOX, in a statement.
“It’s not that Google is wrong, it’s that it’s very bad at measuring and understanding the impact of its actions.”
It is the kind of thing that can happen to a company in the midst of a crisis.
The search giant’s own report says the changes are a “big improvement”, but that its work with the team has not been complete yet.
The company says that it will continue to work with them and will “continue to improve our algorithms and other tools”.
But critics say Google’s use of the techniques may be just one of many examples of a lack of transparency that could potentially put users at risk.
“Google’s use and misuse of SEO may be far more widespread than any company has ever admitted,” said DeLong.
“As a result, there is no real way to know if this practice is being abused, or if it is simply a marketing ploy to increase Google’s search revenue,” said John Lefkowitz, an SEO specialist at the Search Engine Land group.
Google’s strategy has also been criticised by other experts, including in the UK.
One of the reasons it was taking so long to implement a full review was that it was still considering whether it should be able to retain the data.
It has already said that it is working on a new report that will be published this summer, but it has not said how long the review will take.