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There could soon be another powerful search engine to rival the current superpowers of Google, Yahoo and MSN. It seems Twitter Search is undergoing something of a makeover; taking it from simply reporting the latest tweets, to actually indexing URLs that are being included within messages.
Whilst there would be a good deal fewer websites indexed than your conventional search engine, they would be moderated to an extent by the Twitter users and updated in real-time. This represents something of a departure from the algorithmic searches we’ve become accustomed to and could even open up a whole new method of online marketing, should the concept take off.
Rather than being simply keyword orientated, this new system will rely on the popularity of the site amongst Twitter’s users. In turn, each user will have a different weighting depending on their credibility; helping to eradicate spammers and superfluous sites, whilst ensuring only genuinely popular sites come to the fore.
The brainchild of Twitter’s new VP of Operations Santosh Jayaram, who coincidentally used to be VP of Search Quality at Google not all that long ago, Twitter Search could certainly be something to watch out for in the coming months.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.