As I shared recently in my post dispelling the myth of 3 query types, Mahalo recently pivoted to sell its content in the form of iPhone/iPad apps. They’ve gone from SEO spammers to App Store quality producers.
Why does this matter?
It matters because it shows a TECTONIC shift in the search engine landscape. It’s not Google vs Bing. There’s a third player that Comscore et al are not measuring in their “search share” reports: Apple.
Who does this affect?
First, it affects book publishers and information marketers of all stripes. As Barry showed with Rustybrick’s market-leading iPhone Siddur (Jewish prayer book), content consumption is shifting not just from print books to ebooks, but to digital formats more generally, including apps.
This is also emblematic of a situation that Google CEO Eric Schmidt acknowledged (albeit with some tongue-in-cheek) when he referred to Amazon and eBay as competitors because they aren’t just destinations, but also starting points for e-commerce search.
And it’s not just publishing – this phenomenon of niche search engine-driven markets is exploding across the web:
Etsy is a marketplace for handcrafted items like jewelry.
Fiverr is the world’s first marketplace for gigs in increments of $5. (I recently bought my Facebook landing page from them, but heard that the SEO services may as well be negative SEO services, from someone who bought a gig…)
AirBNB is a marketplace for spare rooms to rent worldwide.
Cafepress is a marketplace for private-branded “merch” aka all the souvenir junk you could want and then some (t-shirts, mugs, etc).
Soundclick is mostly a marketplace for instrumentals, in genres like hip-hop, salsa, cinema scores, etc.
You can find loads of other marketplaces like Sears’ marketplace, to niche sites specialized in antiques, collectibles, and guns.
Panda or Penguin got you down? Forget it – Google and Bing are only two of many.
What’s the next step?
1. Realize that e-commerce SEO is a non-profit activity and the implications of that.
3. Personalize SEO landing pages with BT Buckets, as shared in my interview with Phillip Klien.
4. Test out Amazon’s in-house ads.
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