Wednesday, March 05, 2008

The Beginning of the End? Or the End of the Beginning? - Search Engine Watch

The Beginning of the End? Or the End of the Beginning? - Search Engine Watch

The data doesn't lie; unless you torture it and force a false confession. The latest barrage of "be afraid" and "see I told you" press surrounding Google and its less than satisfactory CTRs had me (like many in the search business) staring sideways at the data – and more importantly the conclusions drawn.

How could people be clicking less? Was the entire Internet ad business coming to a screeching halt? Shortly after the news began breaking in major media, I began discussions with folks at comScore (since they released the data) while running down possible scenarios and thinking about the errors in judgment made by major media.

In the end, searches are still up; search revenues are still strong; and the sky isn't falling. The real story here is not the data itself; how it was interpreted; or the conclusions that were missed. It's certainly not about search ad revenue as an economic indicator, though the false economic barometer does catapult us into the real issue at hand.

From Online Annonsering

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