If you haven’t heard already, Microsoft is out to buy Yahoo. And so here’s the low down. Microsoft Corp. has made a $44.6 billion bid to Yahoo.Inc. This is not the first time Microsoft has extended an offer, and it illustrates their resolve in having the two companies come together. What’s different this time, is that it looks like Yahoo is taking the bid into real consideration.
All I can say is that my head is reeling with all the possible implications. My main interest is with organic search and what impact on optimization efforts this merger will have.
On the one hand, it may make life a little easier. It’s one less search engine algorithm that you have optimize your site toward. This could allow you to streamline your SEO efforts. On the other hand, it could actually become more difficult to cover your bases among the search engines. Which in my opinion (and trust me it is just an opinion), seems to be the most likely. What happens many times is that your site will perform differently among the different engines. This is to be expected since they have different algorithms. But for the most part, since they have the biggest market share, many people focus most of their energy on optimizing for Google. If Microsoft and Yahoo combine, then there very well could be two major players with a more equal amount of market share — which will then beg the question: Who do you gear your SEO efforts toward?
I can no longer even count how many times a new client has asked me why they should pay to be in the sponsored listings on a keyword that they show up for organically. They are even harder to budget when it comes to bidding on their own brand names!
The truth is in the numbers. A recent study by Enquiro supports what I have been telling companies since the start; it pays to be present in both Organic and Paid search results. The study shows that this deadly combination results in lifts in brand affinity, brand recall, and most importantly, intent to purchase! Clients and prospects have come to the point where they almost expect you to show up in both sections of search results. Another thing that is important to keep in mind is that, whether you like it or not, your competition is out their bidding on your name as well.
One of my clients has a branding campaign that managed to pull in a 500% Gross Return last month alone. We use keywords, including their company name, trademarked products, common misspellings, and their full domain. So when you are building or optimizing your next search engine marketing campaign, don’t steer clear of these obvious choices. The reinforcement that you are providing to your potential customer can result in quite a pay day for you!