Dereliction of Duty : Is Search enabled really enabling?

Digital strategist Kelvin Lim of Fleishman-Hillard is in the opinion that search rankings have a rather over hyped case. In his article, Big-Game Ranking, and the Tactics of its Hunters, he touches on the possibility of invalid metrics in search engine reconnaissance (web analytics) and ranking factors. He says, “Whoever said that the internet offers absolute an accurate tracking was possibly inebriated, as tracking is generally about as definitive as word-of-mouth testimony”.

The truth? There is none, as Kelvin points out on how search engine data is tabulated and produced is still something of an ‘industry secret’. So what becomes of search engine methodologies and the continued 'improvements' that search engines continue to make. Google for one says that they produce approximately 400 updates a year…how many of which are visibly known to the everyday surfer is anyone’s guess. Every other search engine would ultimately need to play catch-up to this idea, but the significance is apparent.

The methodologies however, signify a growth strategy. A resolution to an otherwise impoverished industry that now has the ability to stand alone, indifferent to vexes and the idealism of any other search stable. Within the search industry, these changes are fine, in fact they are somewhat expected given the rise of search engine credibility but to organizations in need of such services, these changes mean nothing less that an expenditure that is without any consolidation feature.

Monetization by way of search, analytic and rankings means in retrospect, the demise of smaller and less performing engines. It is a means to an end for giants like Google who continue to take over vast market shares as it plays surrogate to younger search engines.

The future in my opinion, is the creation of search engine variations, much like how departmental stores are categorised (and much like what Google is already doing).

What will this mean to independent search engineers in the coming years (and your wads of cash)?

Read more about Big-Game Ranking, and the Tactics of its Hunters in your March 2010 issue of advertising+marketing.