Search Engine Management

Since Google.com launched in 1996 using “Page Rank” — aptly named after (i) a novel approach of displaying search results inspired by the peer review of academic articles, and (ii) co-founder Larry Page’s last name — Internet search engines entered a new phase.  Soon Google began to dominate Yahoo (founded 2 years earlier) in natural or “organic” search (i.e. the search results that advertisers don’t pay for). 

In 2000 and 2002, Google adopted and improved upon the “paid search” and cost-per-click bidding strategies originally started by another search pioneer, Goto.com/Overture, later acquired by Yahoo in 2003. Without Yahoo’s acquisition of Overture in “search”, it’s not clear Yahoo would have even survived long enough to be acquired by Verizon in 2017 – and certainly not for the $4.5 billion it ultimately sold for.

Our point in telling you these bits of search history?  “Shit happens” faster than you think. One algorithm change by Google can knee-cap your business. So you need to approach search and digital media like it’s an investment portfolio. 

In short, you need to constantly manage and fine-turn your portfolio of digital investments as platforms and search strategies go in & out of favor. We’re here to help.