SEM in the coming yearsSharrington
The search-engine leviathan Google continues to be the number-1 most-visited site around the world. But, will other large, content-rich sites, also begin to offer search advertising? These days, any site can be a search engine if they have the content and volume. YouTube has proven that search engines are not always what they appear. Many of the ads link to YouTube pages but some have external links. The costs per click are low but for the brand awareness, it is priceless.
Yahoo, at number 5 globally (and 8 in the UK), is part of the Bing-Yahoo Search Network, which accounts for only 10% of internet searches. Could it be a sign that Yahoo is becoming more a news and feature site and losing its presence in the search game? As a result, will we see other sites take Bing’s place?
Facebook has been honing in on their search feature which can filter through photos, posts (both by individuals and brands), videos, tags, and others. They are currently receiving 1 billion queries a day. (http://www.thedrum.com/news/2015/01/29/facebook-sets-sights-boosting-search-value-more-products). With suggested pages and friends on your newsfeed, search ads seem to be the most logical next step. It is an instant revenue stream that will likely enhance the user experience and receive minimal backlash compared to the introduction of display ads way back when.
Even though the results are self-contained to Facebook’s pages, search ads could benefit brand’s Facebook presences. Not only that, but the volume is there. While Twitter may not be as high up on the Alexa ranking list, it still generates a large number of search queries. In the next few years we may also see search advertising emerge here. It may be a single discipline consisting of both social and search. Only time will tell where search and social are headed and how they will interact with one another.
Top sites by Alexa rating:
Google, Facebook, Youtube, Baidu, Yahoo, Wikipedia, Amazon, Twitter, Taobao, Qq.com
Google.co.uk, Facebook.com, Google.com, Amazon.co.uk, Youtube.com, Ebay.co.uk, Bbc.co.uk, Yahoo.com, Wikipedia.org, Twitter.com, Live.com, Theladbible.com, Linkedin.com, Dailymail.co.uk, Paypal.com, Theguardian.com, Msn.com, Imdb.com, Amazon.com, Telegraph.co.uk, Diply.com, Rightmove.co.uk, Bing.com, Bt.com, Argos.co.uk