Continue reading »]]> The book on Internet search is just now being written and we are still on Chapter One.

There’s nothing insignificant in the realm of internet search. Revenues, profits, competition, ability to influence, and usage by society in general are all massive!

If stunning success breeds scrutiny it should be no surprise that the largest and most successful provider of search (Google, of course) is under investigation by no less than the U. S. Federal Trade Commission, six State Attorneys General and the governments of Korea, Argentina and the European Union Commission. While the FTC seems focused on anti-trust, the mandate of other agencies seems user driven as a result of complaints such as search manipulation, preferential placement and other practices which they claim could induce distortion of the market place and curtail free and open flow of information on the web.

We note that these are ongoing probes and any and all outcomes are speculative at this time.

What We Think of the Government Probes

If the concern is that Google is displaying one lawyer’s website above another, it seems overkill.

But Is it possible legislator’s concerns are driven by the realization that a search engine or social site that dominates, has the ability to influence and guide so much of society so quickly? You decide.

Major factors we think will influence internet search in the forward period.

The enticement of record revenue potential will breed extreme competitive forces as search engines, social sites, mobile providers and directory operators scramble for their share of the pot.

Ongoing technical successes like mobile, text, voice, even internet compatible TV will change the way search inputs happen.

Government regulation – already on the horizon, impact unkown.

Declining use of print media – The sun is setting on these traditional technologies as consumers increasingly turn to digital offerings. Newspapers and Yellow Page publishers world wide are seeing declines. In early 2012 CanPages, a major publisher of Yellow Pages in Canada simply closed with a loss of 700 jobs. This trend is seen by us as a major near term influence on local search.

What steps should the average business owner take to stay ahead of the pack as search evolves?

Since the organization and mechanics of search are well beyond the ability of individuals to influence, there are only two actions you can take to increase your chances of internet success.

1. Build a search friendly and properly optimized website. This will be ongoing anyway as your business evolves.
2.  Remember the system is domain based and here’s where it gets  harder and potentially expensive. Simply put – the best domain wins – everything being equal, everytime.

Your domain name is your virtual real estate and .com is Park Ave.

Securing the best available search friendly domain is job one. It is the best investment you can make and will empower your marketing efforts for the life of your business.

This is real and happening now.

Names mostly matter – Domain names matter most.

Good Luck in your online ventures.

Thanks for stopping by.