Everything I Know about Marketing I learned from Google

Danny Sullivan, Search Engine Land

Danny Sullivan
Search Engine Land

Per comScore, Bing has gained share in each month since its launch. Do you think this trend will continue? What will the search query shares look like 5 years from now?

I think Bing will grow share slightly as it continues to spend tons on marketing. That’s what’s happened –- the growth as been slight. Turn that spend off and I think even the slight growth goes into decline. However, I think it will draw people away from Yahoo, which I suspect will decline as a quality search engine. Google will gain from that, as well. Pure Bing usage in five years? Make me walk out on that branch? OK. I’d guess looking at today’s factors that we’d see Bing hit the 20 to 25% mark.

What’s the best way for marketers to stand out on crowded search engine results pages (SERPs)?

Easy. Focus on important verticals such as news search, blog search, image search and especially video search. Too few are paying attention to these areas, despite them being integrated into the main results. There’s too much of a still chasing PageRank mindset out there.

What’s the single most important thing you’ve learned from Google?

Build a great product & focus on the product & users first, not your corporate ambitions.

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