Is the Online Search Engine Industry Self-Destructive?
These days, the financial industry isn’t the only one with self-destructive behavior during our time of crisis. The online search industry (search engines and SEM agencies) know all too well which behaviors are likely to wreak havoc in the future. For example, the practices of search engines like Ask.com that buy Google AdWords in order to generate traffic, or SEM conferences that promise to, in a matter of hours, explain all the ins and outs of the profession, or the lack of ethics of some SEM agencies that promise exceptional results fast, could be the downfall of the industry.
The most striking example is that of Ask.com, which despite signing a $3.5 billion advertising contract with Google in 2007, bought sponsored links on the Mountain View search engine in order to generate traffic to its pages. Ask.com has numerous generic Google AdWords keywords (dry ice, tendonitis, wicker basket, etc.). These links direct Internet users to the first search results page for Ask.com, which bases its business model on sponsored links… This is the classic example of the industry’s self-destructive behavior. The search engine has resorted to buying sponsored links from a competitor website, which ultimately proves to be no more than a waste of money and time.
The Ask.com case, while certainly the most extreme example, is telling of the large number of companies that are uselessly and aimlessly wasting money on AdWords by choosing irrelevant keywords. A company looking to generate traffic to its website should position itself using precise keywords. The automotive industry has little interest in buying generic sponsored links like “car” or “automobile,” but every brand website should aim for precise terms like “5 door sedan” or “hardtop convertible” because Internet users have probably already narrowed down the type of “car” that they are looking for. These targeted keywords can give a company a distinct advantage when it comes to attracting visitors that are ready to buy.
Another of the industry’s setbacks is that several SEM agencies are focusing only on the short-term and are putting the entire sector’s reputation on the line by making the online search world too unreliable. They’ve made people believe that anyone with a credit card and a few hours of AdWords training is able to manage his/her own campaign. Additionally, untrustworthy SEM agencies have tried to create the illusion that lots of traffic is synonymous with big business, which isn’t the case at all. Some agencies promise their clients fast and visible results, but such projects need to be planned for the long-term. Not surprisingly, clients are disappointed by poor results and lose faith in the entire sector. All this takes credit away from the good work that serious agencies do.
Conclusion: The SEM and online search sectors need to pull themselves up by their boot straps, bring an end to illogical activities, and set straight those companies that bring down everyone else’s reputation.
Sources:
searchenginejournal.com
imediaconnection.com
Adapted by Jessica Hartstein
Tags: Ask.com, Search engine, SEM
