Is Google quietly building a SuperApp?

Someone once said, "It's hard to make predictions, especially if they are about the future," but sometimes trends are so obvious that they can't be ignored.

Elon Musk's recent purchase of Twitter wasn't about making it the best social app. It was actually a move to gain access to a ready user base for his bigger vision, the SuperApp. Elon wants to hit the ground running with it.

Interestingly, Google is quietly working on something similar, although they haven't labeled it as such. They're calling it "Project MAGI," and it marks the next evolution of Google, transforming it from a mere search engine into an information engine.

Currently, Google's main function is to direct people to other websites. However, in recent times, it has struggled to do so effectively. Much of the most relevant and up-to-date information can only be found on social media platforms.

As a result, using Google has become increasingly frustrating. Users struggle to find the relevance in their search results.

Google aims to change this by bringing the information directly to its own platform. Why take users to another website when you can show them what they need on your own site?

Google has been expanding its presence as the ultimate source of information, ranging from weather forecasts and currency conversions to stock prices, flight bookings and more... Project MAGI is the next step forward in making Google an 'Information Engine' instead of a 'Search Engine'.

Google intends to make itself the ultimate destination for any kind of information. You won't need to go anywhere else.

This also applies to shopping. Google wants you to make purchases directly on their platform. Why bother going to a different website and entering your credit card details when you can do it all on Google?

This is the goal of every platform, but Google has the potential to excel at it. They could become the ultimate SuperApp. In fact, they may only be one acquisition away from achieving that status. It's surprising they didn't buy Twitter when they had the chance, as it would have been the final piece in their SuperApp puzzle.

They have everything a SuperApp should have, except for social sharing and communication capabilities. However, I believe they are actively considering how to overcome this hurdle.

So, what does all of this mean for us?

Firstly, SEO is in trouble. It's becoming increasingly difficult to optimize for anything when Google doesn't want to send you the traffic anymore.

Instead, I believe it's important to start optimizing for how to use Google's various platforms to reach your target audience. This includes Google Business, Google Maps, Google Ads, and YouTube.

If you have the opportunity, try selling directly on Google. Alternatively, consider building a business that helps others sell their products on Google.

The challenge for SEO is only going to intensify. However, if you focus on creating highly niche-specific, content-driven blogs and social media platforms, you should be able to thrive. On the other hand, conducting e-commerce solely through SEO might become increasingly difficult.