• by Kendall Allen , December 22, 2008

Search has been a very trusted friend to the digital marketer for some time now. With its basis in performance and direct response, search, when thoughtfully addressed, comes through for us. When taking a more integrated, encompassing approach to online efforts -- marrying business goals, marketing objectives, Web site purpose, optimization with an array of interactive methods -- wise marketers doubtless include search.

However, despite its integrity and performance value, for many years those of us madly in love with search -- and versed in the art and strategic subtleties of doing good search -- were still very focused on the nuts and bolts, the how-tos and the math. That was our way of getting our arms around it, I suppose.

Right now, we find ourselves at a notable place in time. The strategic value of search is not in question, integration is happening, and the market is more or less maturing before our eyes. The ecosystem portrayed and projected back in the day of The Golden Search has become a much more vital and complex place. Yet, in a way, the opportunity has never been more tangible. How we look at search today in its maturing state, with a bold future ahead, really comes down to our understanding and acting upon several important principles:

1. Interconnectivity
2. Blending
3. Wisdom of crowds

Interconnectivity Has Never Been Truer

This is an essential point. The Worldwide Web today -- with the evolution of content, community and very socialized, technically supported forms of networking -- has taken interconnectivity to an entirely new level. It is no longer just about communication. And, it doesn't stop at commerce. Community is connected, supported, thriving - and representative of all kinds of opportunity beyond our original, somewhat flat vision for the Web.

Blending is the Thing

There is a very rudimentary argument for blending -- with a lowercase b-- that has to do with boosting marketshare. There is no denying the benefit of blending natural search optimization methods and a well-executed paid search campaign to achieve maximum share of voice in the search marketplace. But this small blending principle is not really what we are talking about anymore. Blending with a capital B has major implications. Search has become more personalized. There is, overall, a pronounced increase in blended results on major search engines -- as new values and elements make their way into listings.

This blend includes not only a greater frequency of personalization and localization -- maps, local content, etc. -- but a mixing of media assets. Brands, marketers and media companies have broadened the content and experience they offer to include text, editorial, commerce, photography, video, podcasting -- and a whole array of downloadable, sharable media and community tools and infrastructure. But, though given the nod by the engines themselves, full inclusion and consumption remain somewhat hindered. Our increased focus on cross-platform media and integration certainly makes it harder for search engine crawlers to find and shine the light on what we offer. Technology has not quite caught up to our thirst for sharing these assets.

So, today, the practical takeaway on blending your assets is this: do the work upfront to search-optimize not only your Web site but your multimedia through the techniques that do exist: content management, titling, categorization, and so forth. Yes, this is a science in transit, a work in progress, but most of us feel we will get there as an industry. And also, there are some very basic, creative things you can do to feature your media assets, on the paid listings side. Take advantage of the more expansive view the search engines are taking on blended listings, to make your play there more dynamic. Get outside the text box and try some things.

The Murmur and Footsteps of Crowds

The soul of search is demand. This is not a new thought. But, its purity is freeing as you navigate the noise. Knowing that you can quantify and tap into consumer demand in this marketplace is clarifying and should be your guiding light. Some even go as far as to say the keyword itself = the consumer.

Today, you add to the value of demand, the currency of consumer influence -- and, well, the combination is awesome. So, when it comes to search and truly  leveraging this combination -- I think we will see some very important developments over the next few years that will drive new advancements in how we do what we do.

Search engines, publishers and marketers have long attended to query volumes, strings and re-targeting behavioral data to understand what's happening in the consumer marketplace and benefit from it. One of the world's leading thinkers on digital -- and my good friend -- Mike Grehan is doing some totally fascinating work in this area. He refers to this emergent intelligence as "New Signals to Search Engines" in much of the writing he is doing on the matter, looking at usable data tied to the toolbar itself, bookmarking, rating, tagging and so on. Search engines have long factored the authority indicated by text relationship and links between content providers. But, with new layers of post-search, post-click data available, reflective of social infrastructures, connectivity and authority out and about on the Web between peers and consumers -- a new age is clearly ahead. Personally, I will have my ears tuned to Grehan, most likely over the occasional pint of Guinness we share, as this age unfolds.

So, wherever marketing and technology meet, mechanics of course must be considered. But, as we have seen, our industry is taking a more expansive view of search and developing a healthy respect for consumer demand and influence. As we look at the state of interconnectivity, the benefits of blending and the potency of crowds, right now -- we are looking down the path at what is most definitely the next age, shaped largely by the principles highlighted here.