Google’s choice of the word “creators” highlights the fleeting nature of digital marketing.

Google’s SearchLiaison addressed criticism regarding their reference to website publishers with a response acknowledging both the evolving landscape and the practical reasons behind the terminology. The answer underscores the necessity for digital marketing to remain adaptable and responsive to change.

Change: There Isn’t Always A Motivation

The discussion began with a tweet from someone who objected to using the term “creators” instead of other terms like businesses or publishers, arguing that “creators” minimizes the fact that businesses are behind the websites. The tweet stated:

“Notice the term “creators” in this piece. This is an example of Google’s successful effort to change the narrative. In the past, they have used “publishers,” “businesses,” and just “websites.” But “creators” minimize business impact. And some are falling for the trap.”

Keeping Up With The Pace Of Change

SearchLiaison’s response touched on a common misunderstanding: everything changes, including fashion, customs, norms, and even language. Those who lack self-awareness of this fact might miss the moment when their era ends and another begins. This is particularly true for SEO, where Google typically reinvents itself every five years.

Here’s SearchLiaison’s answer:

“We used to say “webmasters” in the past, and that doesn’t speak to so many people who have an interest in appearing in search results. That’s in part why we have tended to say “creators” more — though not exclusively — for years now. It’s not a particularly new thing. It’s also why Search Central got its new name in 2020; the whole “webmasters” isn’t an inclusive (or used) term: Goodbye Google Webmasters.

“’Publishers’ tends to be heard by and used by those involved in news publishing. Businesses often think of themselves as businesses. SEOs tend to be SEOs, and if you use that term, you exclude those who don’t identify as SEOs but want to understand some of the things we share.

So “creators” tends to be the catch-all term we use, as imperfect as it is, because sometimes you need one term rather than “Here’s what creators and SEOs and businesses and brands and news publishers, etc. should know about something….”

That said, I see more of a need to use creators as less a catch-all and more to refer to people like Brandon, who view themselves as content creators first. Their work can be much different than an SEO, a content marketer, a local business, and so on.”

And in a follow-up, he continued:

“We do say websites when talking about websites. But “websites” isn’t a term that’s workable when addressing the people involved with websites and have questions about their content appearing in search results.”

Ephemeral Quality Of Digital Marketing

It’s not just Google that changes; people change as well. Demand for certain products peaks and then disappears. Ringtones used to be the hot affiliate product, but they were not. Technology drives change as well, as we’re currently seeing with AI.

Google’s choice of the word “creators” is a small marker of change. You can roll with it or roll your own. If you still find it difficult and confusing, check out our monthly SEO packages and let the experts help you.