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Chapter 7 The Search Economy

Chapter 7 The Search Economy. Peter Byun. The Google Dance. = Google’s periodic updates of its algorithms Reason: To penalize people who were gaming their sites so they could be ranked higher Result: Hurt a lot of innocent small internet businesses. The SEO World.

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Chapter 7 The Search Economy

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  1. Chapter 7The Search Economy Peter Byun

  2. The Google Dance = Google’s periodic updates of its algorithms Reason: To penalize people who were gaming their sites so they could be ranked higher Result: Hurt a lot of innocent small internet businesses

  3. The SEO World SEO = Search Engine Optimization • White Hats: Businesses that followed legitimate guidelines to help Web sites so that search engines could find, index, and accurately rank them • Black Hats: SEOs that took unsavory measures to game search engines. Problem: Nobody was sure which practices were white hat and which were black

  4. Gray part: Affiliate Sites = Redirect potential customers to larger sites that have programs that pay for leads AuctionBytes by Ryle Goodrich -> “Florida” hit, two weeks later Who Decides Gray? • Contradiction between search results for “New York Hotel” and “Digital Camera”

  5. The AdWords Connection • People were forced to buy AdWords • Some people had suspicions that Google was intentionally implementing new filters to drive advertisers to AdWords

  6. The Marketing Firmament Shifts -Paid search shifted content attachment -> intent attachment -Content attachment: Unpredictable, Untraceable -Intent attachment: Lack of information - Future: Content + Intent

  7. They’re All Search Businesses • Music business - half-billion-dollar online business • News business - should let others on the Web link to articles • Make content that is worth pointing to

  8. Local Is a Search Business • Yellow pages will soon be a dead industry • The mobile and local search revolution Ex] Universal Product Code (UPC) system Effect -Markets will have to compete on other factors unrelated to price

  9. The Problems Looming • The trademark issue -American Blinds: “Google is encouraging and profiting by refusing to ban people from buying others’ trademark terms on AdWords” -Google: “Google is only an intermediary that works without bias.”

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