Google tool puts pressure on search marketers

google%20searchMarketers will face new pressure to ensure they convey the right message to consumers when Google’s Search Wiki tool is launched later this year. The tool allows users to delete results they are not interested in.

Industry experts says it is “vital” that copy returned in a search properly reflects a brand, and is compelling enough to interest users.

Gary Reid, director of search performance at search agency The Search Works, says: “The snippet of text returned by search engines and displayed in organic search results will be even more vital to maintain brand identity and ensure consumers do not delete results.”

Google’s Search Wiki will allow consumers to take better control of their search results. Users signed into a Google account will be able to re-rank, delete and comment on the results presented to them. It will then remember the edits the user has made and adjust future searches accordingly 

Rosalie Kurton, UK media director at digital agency LBi, adds: “More than ever, sophisticated campaigns will need to use an ongoing test and refine approach until the copy is as compelling as it can be.”

Google says the launch of Search Wiki is designed to ensure users get the service they want. The changes will only be applicable to individual search results.

Juergen Galler, Google director of product management, says: “We’ve always said that the best search engine is the one that understands what the individual user wants.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here