The Future of Marketing in America, PPC markets, and localization:

Thursday, January 4, 2007

The Future of Marketing in America, PPC markets, and localization:

The future of search Engineering and marketing continues to evolve primarily as:

1) Web Search engines learn to integrate 'relevant' feeds of Directory, News, Groups, etc. and relevant promotion (for each feed type) into our everyday search results and categorization of information (this is one to think about)..

2) Information indexing, literally the 'meaning' (or most relevant relationship of words to links) becomes 're-constructed' by search authorities based on relationships of ranked inbound linking (the metaphor is similar to the 20 bloggers who got Google to accept the keyword relation of "miserable failure" with George Bush's resume URL at the whitehouse website)... to influence the current relevant meanings of words to something on the Internet ...

3) Valuable, popular and Constantly updated feeds provide website 'stickiness' (branding, latest specials, highly focused content), improving conversion ratios, as well as influencing search engines ranking, and inter-linking attractiveness (again influencing rank)

- Google considers Blogs as websites, and blog / rss search engines scan your site and update their indexes as well as rss subscriber notifications in minutes vs. getting a submitted URL indexed at Google/DMOZ.

- Blogs and RSS feeds represent current information that is being regularly updated. As such it can be highly relevant. The 'blogosphere is 60X as great today as just three years ago. Blog daily updates are common, vs. average 1-2 mo. website updates.

4) Google continues to drive thought leadership in promoting relevancy and meaningful links (creating meaning - keys - for links) promotes the most relevant search results.

- The other major search engines are following Google's lead in inbound linking, applying some type of 'ranking' by relevancy strength - realizing that it does indeed support better searches

- For PPC marketing, this means additional SEO and copy writing skills are needed, as Adwords-based landing pages require more consistency, topic relevant, stronger copy writing for landing pages vs. short PPC ads and SEO skills, that translate to higher clickthru, visitor reception, and better potential for conversion.

5) New technologies drive additional meaningfulness and value based on improving 'relevancy' even more:

- Localization in PPC promises targeted reception of visitors limited by the geographic presence - This means that Internet advertising can now be very cost effective for any business that gets all their prospects and customers in specific local geographic areas.

- Localization in SEO terms is more about tailoring target site with a localized flavor in addition to it's target keywords, so searches extended with localized city, state, or regional keywords, are optimized for those pages. Top industry and localized ranked site also often get top search results positioning.