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The birth of search engine distribution (Guide to Small Business Ecommerce Strategy)

Do you know Linda Bustos? You should. Linda and the good folks at Get Elastic provide excellent insights into what makes ecommerce work. The other day, Linda pointed out Google’s Search Within A Search, asking whether it represents a good idea. As Linda writes, “OfficeMax should be pleased that this works for them but not for Staples and Office Depot, at least it makes them seem a bit more important? I noticed that Target and Walmart get a search box, but not Sears. NewEgg, Radio Shack and BestBuy get one, but not Circuit City. Ebay and Overstock also are left out, which is a bit of a head-scratcher.”

Google shows Amazon search box within search results

Search engine marketing is quickly turning into search engine distribution. It won’t be enough to ensure that you’re ranking well in natural search and that your PPC campaigns generate solid returns on investment. You’ll also need your products and services salable from within search, too. As you look at what sales channels matter most to your business, watch this development closely. Google claims the purpose is to make it easier for customers who conduct a search on the destination site. So, Google, how do we ensure that you’re making it easier for our customers, too?

What do you think? Is Google helping customers? Or are they favoring some results over others? Tell me what you think in the comments.

Tim Peter is the founder and president of Tim Peter & Associates. You can learn more about our company's strategy and digital marketing consulting services here or about Tim here.

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