Search Sense

At MacWorld on Monday Steve Jobs, CEO of Apple Inc., delivered an impressive preview of the forthcoming iPhone The great design is combined with usability that looks to have that pick-up-and-play quality that the iPod was famous for. It offers WiFi access so is a step toward having the internet in your pocket.

Steve demonstrated Google Maps on the device. This seamless demonstration saw him locating where he was, searching for a service, finding the nearest store and calling them up. The fact this was utilising search on a fully-featured web browser running on a mobile device is a clear signpost as to what the future holds. That he was then joined on stage by both Google CEO Dr. Eric Schimdt, as well as Jerry Yang, co-founder of Yahoo! only emphasises this point.

To fully benefit from this coming ubiquity will only be possible if you can actually be found when a potential customer searches for the service you happen to offer. If you don’t presently optimise your website to be search engine friendly then your offering will always be less relevant than a competitor who does. If you haven’t yet set aside a proportion of your marketing budget for search then now is a great time to do so. If you already have a search strategy then you should be thinking about how to evolve your approach to take advantage of mobile search, which is one of several areas where Spannerworks can help.

The necessity of having a strong presence in the search engines is more pressing than ever. As time passes the bar to having great visibility for the most searched-for terms in your market sector only gets higher. The technologies in the iPhone place both communication and search at the heart of one portable device. Have a look at this overview to get a full idea of the sea-change potential that is afforded by this product.

To quote Anssi Vanjoki, executive vice-president of Nokia:

“In the mid-Nineties I said that if you don’t have a mobile phone you will be making a declaration that you wanted to be outside organised society. People said I was crazy, but now everybody has a mobile phone. Today I’m saying that in 10 years’ time the same will be true if you don’t have the full internet in your pocket.”

With the advent of Apple’s product that timescale can easily be cut to 5 years or less. It also makes search the most relevant area to focus one’s marketing efforts.

The iPhone is to be released in June in America and will come to Europe later in the year.

Interesting to read Chris Sherman’s post over at Search Engine Land on the latest US court ruling that allows paid search advertisers to bid on trademarked search terms.

Some commentators have suggested this is carte blanche for marketers to bid on anything they darn well please including a competitor’s trademark terms.

Actually, it not such a bad thing for trademark owners in the search space after all.

It introduces flexibility in bidding, yet still empowers brand managers with registered trademarks on Google with a mechanism to stop unscrupulous competitors and affiliates impersonating their “official site”.

However, the ruling effectively allows Pepsi to bid on the search term “Coca Cola” provided the advertising creative displayed states quite clearly this is a Pepsi product or site.