Google Dashboard And SEM Strategies

Posted Monday 9th November 2009 by Kerry in SEM News.

Google Dashboard

The launch of Google Dashboard has highlighted the extent of the search engine’s data mining activities with regards to user searches and private information. Although it is no secret that the company tailors its tools and applications to aid advertising, alarms bells are ringing from the amount of data stored about users who search using Google. Dashboard is a feature that gives people the choice to edit their private information and search queries, which we all know help Google target tailored adverts; so what does this mean for search engine marketing companies?

Search Engine Marketing

Search engine marketing is geared towards pleasing Google because it is presently the world’s most popular search engine, and therefore has the largest proportion of potential customers. Companies that specialise in boosting the online profile of clients and their products therefore need the assistance that Google provides with keyword search tools such as Adwords based on the data Google stores. If people choose to use Google Dashboard, search engine marketing strategies may well have to change. It is maybe no small coincidence then that the much hyped Google Social Search has been launched at the same time.

Social Search

In theory if users choose to use Google Social Search to access relevant search results based on their personal data and social network connections, the privacy settings offered by Dashboard are kind of defunct. However, people who do not utilise Social Search by logging in to their Google profile will not be giving the search engine direct access to private information held in a number of Google accounts. The choice between the two has therefore become simple when put forward by the altruistic arm of Google. If you want relevant search results, choose Social Search; and if you’re concerned that Google are mining to maximise advertising profit, they’ve introduced a clever tool called Dashboard to show that they’re not bad through and through. The factor that really raises concern is that we are still none the wiser as to what information Google has about personal search habits when not logged into Google accounts and profiles; as this is evidently information that is used to target ads too.

Internet Advertising

As both tools are in the early stages, it remains to be seen how users will respond to the options that Google is providing for streamlined search and increased privacy. Internet advertising campaigns may be tailored to meet Google guidelines, but ultimately it is the way users search for information that determines successful search engine marketing strategies. This still does not answer the questions that people are really asking though, and that is what does Google really know about us?

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Google Dashboard And SEM Strategies