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To Search or Not to Search, That is the Question.

Posted on Thursday, November 19th, 2009 by Print This Post Print This Post

Categories - Featured, SEO

Sorry Will (Shakespeare that is), I didn’t mean to misquote or mislead the followers of the great bard. It’s just that search isn’t what it used to be.

Looking at my client (as well as  my own) analytics, it seems more and more people are typing in URLs into the search box.

Is this still considered search, when the only possible result is the one they’re looking for? Or is this a sign of our ‘marketing times’?

Gone are the days of typing in “books” or “movies”.  Now brand awareness has Internet users typing “Amazon.com” and “Fandango.com”

Google has openly admitted that brands are given preferential positioning.

There’s no surprise that online brands are becoming more established, and that older trending user demographics – those used to big brand domination of the 50’s thru 80’s – are searching on brand names, what is a surprise is that many of the big retail categories are rapidly being dominated by one or a few big brands.

The promise of the Internet as the big “leveler of the playing field” hasn’t exactly come to be. Whilst small brands / retailers and information sites can survive, the competitive verticals are rapidly becoming little more than crumbs for new and innovative entries (with some exceptions where disruptive innovation has occurred.)

What does this mean to online marketers?

  • Barriers to entry are fortified.
  • Creating an online brand is as important as good SEO.
  • Niche marketing is imperative.
  • Innovation (and the communication of such) is paramount to success.
  • Communication and connections to customer & prospects – creating brand ambassadors – is a necessity.

Are there still opportunities for startups to break into competitive verticals? Certainly.

But be prepared to build a brand, not just a business.

As Shakespeare’s Shylock said (with some poetic license):

“I will buy with you, sell with you, talk with you… but I might not search for you!”

About Grant Simmons

Grant Simmons+ is an Online Marketing Professional at The Search Agency driving product development & innovation as Sr Director, SEO and Social Product.

Grant has over 22 years experience in both traditional and digital marketing, working with such companies as; Paramount Studios, Countrywide Wholesale Lending, M&M/Mars, Disney, Napster, Warner Bros., UPS, SunAmerica, Red Bull, Young Presidents’ Organization, GE Plastics, Amgen and Fox Sports.

As an entrepreneur, Grant has been key to the successful branding, development and launch of several thriving and innovative Internet startups.

Described as an online marketing strategist, motivator, entrepreneur, idea machine, experienced bridge between marketing & technology, Grant prefers; father, sailor & innovator - though not necessarily in that order when there's a fair wind.

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2 Responses to “To Search or Not to Search, That is the Question.”

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