Don’t Forget – Search is a ‘Loss Leader’
loss leader?
With Google getting more advanced and diversifying into random markets (automobiles cough) you can be forgiven for thinking that whatever Google touches turns to gold. It may well be the case in many instances. However, what do you think about good old Google Search? Yep, every time you search for something on Google (or any other search engine for that matter) someone’s gotta foot the bill. Ok the ‘bill’ in question may be minuscule but with hundreds of millions searches taking place daily the costs add up. (A little secret – each time the search button is hit Google doesn’t go out and search the internet – it actually searches it own indexes). At the same time this Loss Leader is Google’s greatest asset.
The Value of the Internet User to a Search Engine
Now why would the search engines foot the bill when it comes to search? Well we all know its down to $$ – yep every time an ad is clicked the search engines make some of that green – and adds show up on all SERPS. Google has been way more transparent than other search engines here as it highlights where the ads are (others didn’t in the past and mixed them in with organic results!) But with people becoming blind to the ads there may well be a shake-up coming up.
What are you worth to Google?
Have you thought about the number of times you’ve clicked on a Google ad either via Google Search or on a site displaying Google ads? It can quite easily add up over time. Now that’s why Google Search is free (well to us anyway). So how much money have you made Google today?
Future Google and SEO
It’s no secret that data is getting more and more personalised. A SERP on a particular topic for me may well have a different set of results for you. So what does this mean for SEO? There may well be several outcomes -
- Incoming links may well have to be more targeted – relevancy may prevail here.
- On the other hand there may well need to be some deeper analysis here. For example if Bobs Auto Shops average visitor also visits a site on fishing then links from fishing resources may assist Bob’s Auto Shop in appearing in the SERPS for their target audience.
Additionally, as we all know local search is being pushed. Well what does this mean for the likes of Google? By improving search capabilities on a local level (ie you search for a ‘dentist’ whilst your in London and dentists from London show up) businesses will need to compete for a slice of the action – either organically or through paid methods.
Lets not forget about Google Places – which is taking over the SERP…
(image source – zieak)
