Tuesday, 29, Apr 2008 12:00
Google changes its trademark protection rules for the UK in May, which could have a substantial impact on search marketing practice, a new report has suggested.
A report released by information gatherer Hitwise has predicted a "significant impact" will be caused by changes in Google's rules, leading to considerably more aggressive search engine optimisation and marketing strategies.
From May 5th, marketers will be able to bid to place their paid adverts alongside search results for competitors' trademarks - which is currently how the search giant operates in the US.
Robin Goad, director of research for Hitwise UK, noted that currently in Britain, 91.8 per cent of searches for a brand result in the consumer reaching the brand's website.
However, in the US just 84.2 per cent of such searches result in the person navigating through to the correct website, he explained.
"We predict that when the changes come into effect, brand owners will have to compete more aggressively to protect their brands online in the UK," Mr Goad added.
Responding to the changes, Tesco told Brand Republic it does not intend to bid to place adverts by competitor's keywords.
It suggested that if UK brand owners do not attempt to bid on other's search terms then this will keep the cost of advertising from suddenly soaring.