Google recently introduced a secondary search function this month which is getting mixed reviews.

The upside for Google is:

1. Increased traffic by retaining user’s for additional searches.
2. Increased revenues/profits from added pay-per-click opportunities from Adwords.

For Google user’s, they can enjoy the accuracy of Google’s search technology at a secondary level which should provide increased accuracy versus linking out at the first level and relying on an external site’s search capabilities (and there is still very bad search functionality on many online trade media sites, especially those closely tied to trade publications and trade shows).

For online trade marketplaces they may see:

1. Reduced traffic levels as user’s are linking closer to desired content pages.
2. Increased bounce rates as users could link deep into a site and not know exactly where they are or what they are looking at.

The other issue being raised is that competing sites now have 2 chances to distract a user from the organic search results and capture users with Adwords.

A few things to note:

1. You will not see this secondary search unless you type in the actual site or company name (Alibaba) versus a descriptive keyword (solar export).
2. High traffic/content sites have been selected for first round testing.
3. Companies can choose not to have this secondary search offered for their site. However, Google is warning if you opt out now you may never be able to opt back in.

A takeaway is if your site is not properly optimized for search and you never appear on pages 1 or 2 of a Google search then you could increase your search engine marketing budgets and see if this helps your traffic and conversions. In other words, buy Adwords for the keyword ‘Alibaba’ - they have excellent optimization - and watch the results closely.

If you are not involved in the search game, know that it is never too late to get involved and that it should be viewed as an important part of your overall marketing strategy. Contact us if you need help!