by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : 2008 Intelligence
competition from a technology standpoint. It has fuelled our growth through the second half of 2007. Yahoo! SEM had been working on a platform which had existed since 1998. For a long time we fought with a very blunt butter knife against the competition. We levelled that playing fi eld and the feedback from advertisers was very positive. And that translated to a 35% increase in the number of active advertisers we had in the first half of 2007 vs the second half. Where do you see the market heading? Christine Parfitt: Websites still need to be optimised so that they show up in search engines. There will still be a place for the basic techniques search managers use, such as keyword research, optimising the content and so on, but what I think is going to happen is that it is becoming more competitive. In paid search, some of the larger organisations and brands are starting to show up in the search results much more these days, whereas previously it was the smaller businesses that were at the forefront of trying all of this. It’s getting more competitive and one of the results of that will be to drive the click costs up. There are ten places on the front page for any search term and the more advertisers in there, the more they will have to pay. People will be forced to get smarter about how well their campaigns are managed. Google makes a big point about how easy it is to set up a campaign and to leave it running without much management, and I think if it gets more costly to do that, and more competitive, we will need to see better management of those campaigns in order to get the costs down. Search pages are looking diff erent all the time. There is personalised search now, so the results one person gets might be diff erent to another person. Previous search history and visited websites are taken into account so the search results are altered slightly. Google are giving more prominence to things like blogs and news sites. Because this is all changing really quickly, any professionals that are working in the fi eld who might have been doing the same thing for a few years now have to be aware of the changes and adapt accordingly. It will become much more multi skilled and multi-disciplinary but just to be a search engine optimisation company and do the things you have always done, probably won’t work. “ Brand advertisers are very intelligent. They know that search is the centre of the universe from an online perspective.” – Willie Pang, Yahoo! Search Marketing