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Starting From Search

Search Marketing by Mark A. Scholl

Ask is at it AgainOctober 6 2008

Today, Ask.com launches a few new features, including an "upgrade" to the speed and relevance of their search engine.

I particularly like the new (still in beta) Q&A feature. Based on any query typed, it returns what is essentially a real time FAQ based on questions and conversations being ask around that topic. Searches I performed (such as "flat panel tv") were a bit erratic. Most of the questions returned were about how to install a flat panel tv and not about which brands are best, or if Plasma or LCD makes for a better flat panel. But then again, maybe my expectations are wrong and that is really what the conversations for that topic really are.

I'm a big fan of Ask and their focus on search. This commercial by Ask really does a great job of distinguishing it from Google.

Microsoft Offers Bribes to Increase MarketshareOctober 1 2008

Microsoft has launched SearchPerks (link: www.GetSearchPerks.com)to bribe users to give users the chance to win prizes for using Microsoft's Live search engine. A user can win up to 25 tickets per day for using the engine.

But to add further insult to injury, the service only works on Internet Explorer. Yes, that's right, if you go to the link using any other browser, you are instructed to launch IE. Maybe this insular attitude is part of the reason they have not made strides with search?

IWON has been using this strategy for years, but has gotten no where. IWON still offers prizes but uses Ask.com as the search provider now.

Instead of spending money on marketing ideas like this, maybe they could spend that money hiring talent to build a better engine? Just a thought. Searchers use engines that offer good results, not gimmics.

Yahoo Calls BS!July 7 2008

Anyone following the "Will Microsoft ask Yahoo to get married" drama are already familiar with Carl Icahn, who started a school yard proxy fight over the future of Yahoo.

Today, Yahoo posted an open letter to Carl Icahn:

Yahoo!'s Board of Directors continues to stand ready to enter into negotiations with Microsoft Corporation for an acquisition of Yahoo!. Indeed, as recently as June, Yahoo!'s independent directors and management approached Steve Ballmer about just such a transaction, only to be told that Microsoft was no longer interested even in the price range which they had previously proposed. Now Mr. Ballmer and Mr. Icahn have teamed up in an apparent effort to force Yahoo! into selling to Microsoft its Search business at a price to be determined in a future "negotiation" between Mr. Icahn's directors and Microsoft's management. We feel very strongly that this would not lead to an outcome that would be in the best interests of Yahoo!'s stockholders. If Microsoft and Mr. Ballmer really want to purchase Yahoo!, we again invite them to make a proposal immediately. And if Mr. Icahn has an actual plan for Yahoo! beyond hoping that Microsoft might actually consummate a deal which they have repeatedly walked away from, we would be very interested in hearing it.

I believe that is Yahoo telling Mr. Icahn where he can stick it. While this type of bickering usually weakens a company in the long run, I think it's actua

Brilliant!March 28 2008

Microsoft Makes $45 Billion Bid for YahooFebruary 1 2008

Microsoft has made an "unsolicited" $45 billion bid for Yahoo! in a cash and stock swap. This was a deal a long time coming and frankly, isn't a surprise for anyone in the industry. Microsoft and Yahoo have been seen flirting at the dance before.

Why now? Both are concerned with Google's ever increasing dominance in the search space. This purchase would be a merging of armies to take on Google. And considering Yahoo's inability to gain traction after their executive reorg last year, its perfect timing on Microsoft's part.

Here's the thing: If Yahoo wants to sell, this is the best deal they will ever get. Other than Google, Microsoft is the only other company rich enough to buy Yahoo. Google would never buy them and Microsoft would never offer a true merger among equals. Yahoo-Soft? Micro-hoo? No way.

But, should they do it?

In order to beat an opponent like Google, you have to be ready to fight like hell. Yahoo stopped fighting 3 years ago. Microsoft, on the other hand, loves a good fight.

This bid might have been unsolicitied, but Yahoo has already considered this option. It's already been throughly discusssed on how to approach a bid by Microsoft. In fact, it says so in their press release:

SUNNYVALE, Calif., Feb 01, 2008 (BUSINESS WIRE) --Yahoo! Inc. (Nasdaq:YHOO), a leading global Internet compan