The foundation of modern search marketing
Two major events took place in the late 1990s that laid the groundwork for today's competitive search marketing environment: the advent of Google PageRank and pay-per-click advertising.
Search took a dramatic shift when Google introduced PageRank in 1998, propelling the new kid on the block on its path to search dominance. The differentiator was the inclusion of authoritative links in the organic algorithm, providing much needed relevance. Users noticed in a hurry, and Google practically became an overnight sensation.
Another bold move in late 1997 was the introduction of pay-per-click advertising on GoTo.com (aka Overture and currently Yahoo Search Marketing).
GoTo got off to a slow start at first, with many search practitioners dismissing its importance. But advertisers and customers loved it. Despite the bad rap of paying for position, it eventually dominated internet marketing.
These two search innovations, linking to authority sites (PageRank) and pay-per-click advertising, were the twin forces that made Google the profitable search/media giant it is today.
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