Google tool puts pressure on search marketers

Marketers 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.”