We are in the third generation of the search engine marketing era!
Do you know? We are currently in the third generation of the search engine marketing era:
First generation: based on text on the page, including meta-tag and meta-description
Second generation: based on link analysis, e.g. reciprocal linkage
Third generation: vertical and personalize
What does the third generation means?
Vertical search: It is a specialized search engine that mines data for one narrow niche of the market place. (it is more focus and even more efficient than PPC <pay per click> advertising) A good example would be http://www.kayak.com/
Personalize: My Web in Google. Google reshapes your search results based on the followings:
- What you personally do or visit?
- What your friends do or visit?
- What people in a particular group, for example, live in the same country, enjoy the same sport do or visit?
- Content in your email.
Advantage of third generation:
- focus on key vertical for a specific industry
- have great content
- Especially great title and descriptions
Search marketing is going everywhere, anywhere you can type. In the future, maybe you can use it from your phone, PDA etc.
MSN is working very aggressively for search marketing. It is going after demographics, day parting (e.g. you only want clicks during the certain time of the day, only night or only day). When you pay for MSN adCenter, they will give you the click in the population you want. (as accurately as the data users entered in the MSN passport).
For the purpose of my company, at this point, I don’t see the uses of the third generation search engine. First of all, our industry is very specific and we do not have a vertical search engine. For the personalize part, I think it is more applicable to B2C. Although I cannot use them for my company, I think the third generation search engine era is very powerful, gives online marketers lots of information and they will be able to target a selected group of people!
