Why Google Buying DoubleClick is Key To No. 1 Ranking in the Search Engines

Author: Randy Zlobec

Paid Search, Natural Search, Local Search, Comparison Shopping, Paid Inclusion solutions—these are the factors that drive search engine marketing or SEM. Why should you care as a business leader? Search engines account for about 80% of all Web site traffic and provides a powerful venue for advertisers to link to targeted, interested and prospective customers. At the top of the SEM ladder sits DoubleClick Performics which has impeccable qualifications, marketing credibility and unmatched, established search engine relationships.

It kind of makes you want to run right over and sign up for search engine optimization help for your Web site, doesn't it? You are more than ready to use Performics to improve your search engine ranking utilizing proven-techniques that work with Google's complex algorithms. Before you put that URL in your browser, you might want to know that Google, the biggest, baddest search engine on the planet just bought DoubleClick Performics.

What does that mean? Some say that Google is now in direct competition with other SEM/SEO firms and that the service once known for running effective search-engine advertising campaigns and improving search-engine rankings has just become the competition: Google.

Well, yes and no. While it is true that with the DoubleClick acquisition comes the ability for Google to control yet another facet of the search-engine marketing (SEM) and search-engine optimization (SEO) market, there is a definite upside for business entrepreneurs with this move.

While SEO/SEM firms like Closed Loop marketing finds that competing with Google's own SEO/SEM agency can prove awkward, it also provides an opportunity for business entrepreneurs and savvy SEM/SEO companies to study the results of Google's efforts through Performics. What Performics produces can be studied and copied. If they succeed in getting a company into number one ranking for high-competition keywords, it is also possible to study the how and why and come up with a similar webpage optimized the same way.

Software engineers will have extra business in producing software that takes Performics results and turns them into analytics that can be quantified and reproduced.

In the previous seven years Google has increased significantly in popularity with both advertisers and end-users. Marketers have spent a ton of money on getting and keeping high-page rank and search engine results that guarantee traffic. DoubleClick is one of those companies that make sure this is a reality.

Performics has built strong relationships with other search engines besides Google including Yahoo, MSN, Ask, Kanoodle among others. These ties have allowed Performics to move ahead of the pack. Other SEM and SEO firms considered themselves complimentary services to Google and other search engines, but many now feel differently.

While you can look at it either way, some of the benefits are obvious.

On-Page SEO Optimization

Any Performics success, and they will begin to stand out, will be able to be studied including their linking structure, meta titles and descriptions, the anchor text, and optimized content. Keyword optimized articles and posts can then be created with the formula in place.

If what is coming up number 1 to 5 in search engine results probably being a result of Google's Performics tie-in, you'll have a pretty good idea of who to copy just by searching and guessing. Manually, you'll be able to look at different pages until the patterns begin to jump out of what is always coming up successful. Who better to know what's going on that Google.