Traffick - The Business of Search Engines & Web Portals
Blog Categories (aka Tags) Archive of Traffick Articles Our Internet Marketing Consulting Services Contact the Traffickers Traffick RSS Feed

Tuesday, June 28, 2005

Amazon Turning Ten

If Amazon.com is ten years old, that brings up a bit of search engine marketing trivia. It must meant that linking campaigns, once thought to be the quintessential form of Internet PR, are now more than ten years old! Eric Ward famously helped Amazon get linked all over the web, which was a big part of its early success.

Linking campaigns got a further boost when Google rose to the forefront. "PR" in this sense meant PageRank, and it allegedly got a boost if you went out and got the right kinds of links to your site.

All of that is still important in online marketing, but as with any tactic, it's been overdone and faked to the point where it begins to lose effectiveness. You need a real pro (like, ahem, Eric Ward) if you expect to get it right.

Speaking of Amazon, did I mention you can pre-order my new book there?

Speaking of Internet trivia, I wonder if anyone's tried to pinpoint the first instance of "search engine optimization" or "search engine marketing" efforts. Given the evolution of the search business, of course, it was all seen as a technological playground because paid search didn't really show up in earnest until 2000 or so. Search engine "marketing" came late, when clever optimizers finally adjusted to the emerging reality that "optimization" is just a subset of broader fields of interest to the companies who pay for services: marketing and web development based on usability standards. Eric Ward's savvy was evident from Day One; he always recognized that linking campaigns were a subset of public relations, and he always taught us to focus on the intrinsic benefits of getting good links, rather than seeing them as a mere means to the end of getting Google to rejiggle its index in your favor.

So to try to bring this rambling post full circle: Amazon's evolution, too, has been truly amazing. From a narrow model of selling books from an online catalog, the company has become a full-fledged modern corporation, pioneering new approaches to logistics and e-commerce and setting a standard of usability that most other e-tailers can only dream of matching. They expanded into music and other product lines, and then became a middleman working with retailers in nearly every field. They've pioneered new search technologies -- search inside the book, cross-indexing, prodigious internal site search technologies, personalization/recommendations, and much more. So what's next for Amazon? Possibly a knock-down, drag-out fight with companies like Google who try to move in on a core service, the delivery of digital content?

You've come along way, Amazon. And so have the rest of us!

Posted by Andrew Goodman




View Posts by Category

 

Speaking Engagement

See Andrew Goodman speak at ClickZ Live New York

Need Solid Advice?        

Google AdWords book


Andrew's book, Winning Results With Google AdWords, (McGraw-Hill, 2nd ed.), is still helping tens of thousands of advertisers cut through the noise and set a solid course for campaign ROI.

And for a glowing review of the pioneering 1st ed. of the book, check out this review, by none other than Google's Matt Cutts.


Posts from 2002 to 2010


07/2002
08/2002
09/2002
10/2002
11/2002
12/2002
01/2003
02/2003
03/2003
04/2003
05/2003
06/2003
07/2003
08/2003
09/2003
10/2003
11/2003
12/2003
01/2004
02/2004
03/2004
04/2004
05/2004
06/2004
07/2004
08/2004
09/2004
10/2004
11/2004
12/2004
01/2005
02/2005
03/2005
04/2005
05/2005
06/2005
07/2005
08/2005
09/2005
10/2005
11/2005
12/2005
01/2006
02/2006
03/2006
04/2006
05/2006
06/2006
07/2006
08/2006
09/2006
10/2006
11/2006
12/2006
01/2007
02/2007
03/2007
04/2007
05/2007
06/2007
07/2007
08/2007
09/2007
10/2007
11/2007
12/2007
01/2008
02/2008
03/2008
04/2008
05/2008
06/2008
07/2008
08/2008
09/2008
10/2008
11/2008
12/2008
01/2009
02/2009
03/2009
04/2009
05/2009
06/2009
07/2009
08/2009
09/2009
10/2009
11/2009
12/2009
01/2010
02/2010
03/2010
04/2010

Recent Posts


Some Folks Like Spyware... Really!

Google Payment System Deals with Micropayments, sa...

Ad Revenues & Ulterior Motives

A Person-to-Person, Stored-Value System?

Will Google Destroy eBay and Amazon?

Bringing New Meaning to the Phrase "Google Cash"

AdWords Site Targeting Goes Live

But Will it Play in Prince George?

VOIP: Advantage, Yahoo

The Market for Smart: Does Hockey Need Some PhD's?...

 


Traffick - The Business of Search Engines & Web Portals

 


Home | Categories | Archive | About Us | Internet Marketing Consulting | Contact Us
© 1999 - 2013 Traffick.com. All Rights Reserved