Roger Ewing's Blog

By Roger Ewing

Second and third generation search is in hot pursuit of the modern consumer.

Knowing what a buyer desires, without them actually telling you is the ultimate prize in search engine technology.

Currently, we are in the first phase of paid search, which is dependent upon matching text ads with the intent of a search query.  This is the way Google, Yahoo, AOL and other search engines monetize their business models.  But now second and third generation search models are emerging that promise to monetize the consumers clickstream in new and exciting ways.

Behavioral targeting

One example of second generation technology tracks your search and browsing history to display product results before you actually initiate a search for them.

Jeff Bezos, of Amazon, refers to this kind of search as Discovery Based.  Amazon’s “people who bought your product also bought…” is one of the company’s most profitable divisions.

Ever feel frustrated and impatient that your specific search result is not precisely on target?  Of course.  Do consumers really want to be found in the search process?  I believe the answer is a qualified YES.  A quality search result is at the top of our fantasy desire list.

The “search funnel”

According to Google, “Search Funnels are a set of reports describing the (your) ad click and impression behavior on Google.com…”

This means that Google now has the capability to see how many clicks and what different keywords were used in your historical clickstream, prior to you initiating a new search.

Funnel + landing page history + keywords + ad viewed history = Your Profile

Just in case this conversation is a bit too technical, simply put, it implies Google now has the ability to essentially read your online thoughts and anticipate your desire as a consumer.

People visiting a food site can see ads for financial services, cars or any other interest they have shown elsewhere in their online travels.

As consumers we hunger for quality search results.  The Internet will soon allow us to find the products we desire with little or no effort on our part.

What a concept!  I am in the residential real estate business.  If, by applying a simple algorithm (recipe), I can determine your home preferences, prior to your inquiry, I can present properties to you that meet your individual needs even before you begin your home search.

In the near future, when you begin your online home search, you may be greeted by ads for homes that are tailored to your taste and preference.  Vacant homes may even be displayed digitally staged, complete with furniture and decorations that you have previously investigated online.

Spinning The Gold

A plethora of “digital straw” is readily available to any public search engine.  The technology already exists to begin the spinning process. Stand by creative marketers, the gold standard for search is only a few clicks away.

Like it or not, your clickstream represents your individual online stream of consciousness.

Some will argue that is an invasion of your online privacy.  While others will say it is the natural evolution of the search process and represents a benefit to us all.

What’s your opinion?