You need to Understand This: Drake Morton

Thoughts On Demographic Search Engines

by Rob Garner , Wednesday, August 27, 2008

ON FRIDAY, FELLOW SEARCH Insider columnist Janel Landis started a discussion around the viability of demographic based search engines. This is in the wake of recent publicity around IAC’s  RushmoreDrive, which themes its algorithm as a “search engine for the black community,” and is based on  Ask.com search history,   geographic research (also referred to as “geo-biasing”) and focus group research.  After a few days of reviewing the results, it appears to me that demographically targeted engines may have a strong shot at developing a user base, and that IAC may have a shot at regaining some lost credibility as a top-tier search provider.
(more…)

Very Good Read: Drake Morton – Drake Morton and Associates, Inc.

Insert-Personality-Here.com:

The Pros and Cons of Demographic Search Engines  

By Janel Landis , Friday, August 22, 2008

THERE HAS BEEN MUCH HYPE over the last few years about vertical search engines and how they will change search marketing; however, in addition to the fact that most have failed to attract sizeable user bases, most vertical search engines do not have paid inventory available or are filling the space with Google or Yahoo ads. In light of this, there is an intriguing new trend emerging in niche search engines. A few months ago, Ask.com announced it was focusing on the female searcher, attempting to position itself as a demographic search engine. After all, as search marketers, we love to leverage every level of granularity we can get our hands on, right? (more…)

Good Read: Drake Morton

The Semantics Of ‘SEM Strategy’

by Rob Garner , Thursday, June 19, 2008

LATELY, IT SEEMS THAT PHRASES like “search engine marketing” and “search strategy” are being used so liberally in conversations, news and blogs that it has become increasingly difficult to discern a point-of-view without first qualifying the person or writer’s bias.

Media planners, business marketers, marketing strategists, social media marketers and SEOs commonly apply “SEM” and “search strategy” to their own point, while often meaning something more specific within the search or marketing landscape. As a result, I’m spending more time trying figure out where they are coming from, rather than focusing on the merits of the discussion or idea. (more…)