More changes in Search

by Larry Neilson 15. October 2010 07:28

There are rumblings about a private equity deal that could result in a reverse merger between AOL, which white labels Google’s search engine, and Yahoo, who has a pact with Microsoft’s Bing search technology.  Bing is expected to take over Yahoo’s search completely by 2019. This all comes on top of news released today of Google’s increase in search market share from 65.4 percent to 66.1 percent and Yahoo’s decline from 17,4 percent to 16.7 percent according to a Bloomberg News report in the WSJ. Microsoft’s market share edged up to 11.2 percent from 11.1 percent.

OK, that’s all very interesting, but how does it affect insurance marketing and insurance SEO?  Well for one thing it changes the rules in terms of optimization. Well, the rules have been around for awhile, but it makes it more difficult to break them. The focus will have to be on search outcomes. Links alone won’t do it anymore. It’s going to require more pages of relevant content. Content is the driver behind search results. Links are still important but search engines will reward content which means agency web sites need to be larger than the typical 25-50 pages we see today. Think in terms of 75-100 pages to start and build on it from there. It will also be important to constantly add new content and update your web site periodically in order to maintain rank.

A couple of days ago I wrote about Google’s new instant search and how it affects short-tail search terms vs. long-tail search terms. If you’re not investing in monetizing your web site and generating organic leads from the internet, you’re missing the opportunity of a lifetime. The time is ripe to to earn your rank using long-tail search terms that specifically targets your niche market. I hear a lot of agents tell me that their clients don’t use search engines to find them. Our research shows that 85% of ALL people start their insurance search on-line. That’s 85% of everyone. Our investment in three new web sites last year was the best business investment we ever made. We went from one lead every six weeks to six leads per day.

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Comments (5) -

10/15/2010 5:39:25 PM #

jjn


I read a commentary in AXcess News that made mention "Yet the street remains skeptical due to Yahoo's board not coming to terms with a sale in the past and perhaps that will be the case this go around.  I can only offer this advice to Yahoo's board of directors if the AOL buyout moves forward - don't blow this one - it may be your last chance."

What strikes me as odd is no one is talking... not one peep.  That tells me Yahoo is indeed talking to AOL and from my perspective, it's a deal made in heaven.  So, let's look at an AOL Yahoo combination and see what's at stake.

Yahoo is losing a big chunk of its ad revenue in its search advertising sales arrangement with Bing.  While at the same time, Yahoo has been moving forward as a content producer itself.  On one hand, if Microsoft pulled out of the Yahoo search marketing deal it could be damaging, yet an AOL combo would give Yahoo a better-managed advertising team and in the process give both Bing and Google a run for the money.

Looking at Google's own search advertising activities, buyers are becoming fed up with the high cost of its auction place and Bing isn't any better.  Still, Google reported a robust 32% in third quarter profits this afternoon.  But AOL's ad rates are more competitive and its advertising unit is picking up steam - and Google customers.  The same could be said for Marchex, which has also picked off some of Google's more higher-paying accounts.  But if you combined AOL and Yahoo the combination could be deadly.  Much of how Yahoo search is reorganized would answer that equation.  In the email market a combination of both AOL and Yahoo would no doubt generate the No. 1 host provider and so advertising opportunities could benefit the company (AOL).

My feeling is that this can be veiwed at in a healthy way.  This merger would continue to help create a level playing field when it comes to compliance and search.  It will force providers to learn and continue their schooling on forcing everyone to add relevant and fresh content with choices of using both or multiple engines.

jjn United States | Reply

10/18/2010 5:47:17 PM #

Larry Neilson

Great comments. It will be interesting see what happens. Its probably the best strategy for both companies to survive against mighty Google

Larry Neilson United States | Reply

10/20/2010 11:22:10 PM #

jjn

There are rumblings about a private equity deal that could result in a reverse merger between AOL, which white labels Google's search engine, and Yahoo, who has a pact with Microsoft's Bing search technology. Bing is expected to take over Yahoo's search completely by 2019. This all comes on top of news released today of Google's increase in search market share from 65.4% to 66.1% and Yahoo's decline from 17.4% to 16.7%, according to a Bloomberg News report in the Wall Street Journal. Microsoft's market share edged up to 11.2% from 11.1%.

jjn United States | Reply

11/6/2010 8:18:49 PM #

Larry Neilson

You're right. We'll have to wait and see what happens. The AOL Yahoo thing is probably a real long shot though.

Larry Neilson United States | Reply

3/4/2011 2:15:05 AM #

freelance graphic design jobs

For me Google is still the best source of traffic that's why there are still few marketers and bloggers want to promote their website in Google and to be top ranking.

freelance graphic design jobs United States | Reply

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