Looks like the folks over at Google are raising webmaster feathers once again. This time the furor causing feature is found on the Google toolbar. It's name: Autolink
This new browser toolbar feature is raising eyebrowsbecause it automaticallyadds hyperlinks in Web pages where none had existed before. Some say that this givesGoogle a powerful tool to funnel traffic to destinations of its choice.
When Web surfers install the toolbar thenclick the AutoLink button, Web pages with street addresses suddenly sprout links to Google's map service by default. Book publishers' ISBN numbers trigger links to Amazon.com. Vehicle ID licenses spawn links to Carfax.com, while package tracking numbers connect automatically to shippers' Web sites.
Google has denied that the AutoLink feature is an attempt to control which destinations Web surfers visit. Google users can already choose between several map services, including Yahoo and Mapquest, and choices for book retailers may be added in the future, a company representative mentioned.
Nevertheless, some critics charge that AutoLink modifies Web pages to direct people the way Google sees fit, much as Microsoft attempted to with its Smart Tags feature years ago. Microsofteventually caved because of trust and trademark concerns.
There are heated discussions regarding this new feature on various search engine forums such as SEOChat. SEO bloggers are also chiming in. Steve Rubel from his micropersuasion blog wrote "...let's face it, Google is to the Web what Microsoft is to PCs -- the operating system everyone uses to search. It has nearly the same lock on consumers' share of mind. ... And millions use the Google Toolbar. They shouldn't get away with what Microsoft was unable to..."
Rumor has it that Google is already responding to this outcry by allowing its individualusers to somehow determine what sites are linked to etc, but I don't have any concrete evidence at this time. I do know that the full release of this product is scheduled for April of this year.