Thursday, April 03, 2008

Google's Racing to Get Out of Search Engine Marketing

Google is racing to get out of the Search Engine Marketing business after acquiring DoubleClick, which ran a Search Engine Marketing business to help companies get placed higher within Google's Search Engine listings.

The online search and advertising leader is looking to spin off its Chicago-based search marketing business, Performics, which employs 200 of DoubleClick's 1,500 staff.

Tom Phillips, director of DoubleClick's integration efforts with Google, said the company wants to dispose of the search marketing business to eliminate the perception Google might favor the unit in its search results and other efforts.

"It's clear to us that we do not want to be in the search engine marketing business," Phillips wrote. "Maintaining objectivity in both search and advertising is paramount to Google's mission and core to the trust we ask from our users."


As a pseudo monopoly of search Google has been fighting an up hill battle to defend its reputation and maintain the perception of integrity as it relates to Search Engine listings.

So the staff of 200 that are losing their jobs (technically being spun out of Google) will have to go and promote keywords for their customers like 'hotel deals' and 'mesotheliomoa' somewhere else.

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