Both Google and Bing are racing the clock to incorporate social network input into their search results. What they may not realize is that those results may become irrelevant before they can complete the adjustment. For at least a dozen years the expression “Content is king” ruled the internet. The premise being that the formulas by which the best websites relevant to a topic were chosen used a heavy weighting based upon the amount of and quality of words on a page. Suddenly we are to disregard this factor and focus on a new one. That factor is context. Now context is supposed to be King. This is not so much for search results as it is for advertising. Social network sites have made SEO agencies keenly aware that the objective is to sell products, not merely rank high for keywords.
A case in point is our recent study of clicks for the term, word document recovery. We work hard to rank for major keywords such as recover deleted files and data recovery. But it turns out that the customers most ready to buy software are specifically looking for lost Microsoft Word Docs. Consumer preferences as shown on social networking sites make this type of data easy to spot. Sites like Facebook don’t need an algorithm to make this determination and can deliver results strictly from their in house pool of paid advertisers. If one can deliver sales simply by buying targeted ads without the time delay of SEO for organic search, SERPs become unnecessary.
All of this should make SEO companies working to deliver high rankings on free natural search, incredibly nervous. Yahoo has wisely segued away from search, drifting further into the portal business. Facebook is pushing hard to make your Facebook home page your computer’s homepage. Google and Bing had better come up with a hybrid solution fast or they will be left behind.
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A case in point is our recent study of clicks for the term, word document recovery. We work hard to rank for major keywords such as recover deleted files and data recovery. But it turns out that the customers most ready to buy software are specifically looking for lost Microsoft Word Docs. Consumer preferences as shown on social networking sites make this type of data easy to spot. Sites like Facebook don’t need an algorithm to make this determination and can deliver results strictly from their in house pool of paid advertisers. If one can deliver sales simply by buying targeted ads without the time delay of SEO for organic search, SERPs become unnecessary.
All of this should make SEO companies working to deliver high rankings on free natural search, incredibly nervous. Yahoo has wisely segued away from search, drifting further into the portal business. Facebook is pushing hard to make your Facebook home page your computer’s homepage. Google and Bing had better come up with a hybrid solution fast or they will be left behind.
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