For years now Google has dominated the search marketing field. Its Pagerank algorithm attempts to find content that is the most relevant to the keywords being search. In most cases this means placing a greater emphasis on older more established content and ignoring the newer content. This has worked well for most content types except for breaking news and trending items. When Michael Jackson died a search for “Michael Jackson” was more likely to bring up fan pages than articles around his death.
Enter Twitter and Facebook, for trending topics the social networks have an advantage in that they can see trending topics developing in real-time. And yesterday they announced a partnership with Bing to power its real-time search component. This should provide Bing with an advantage in the real-time search market. Its not clear how big the real-time market is as compared to the more traditional search market that Google dominates.
Its will be interesting to see if Marketers start to place a greated emphasis on purchasing keywords based on real-time trends that be associated with their brands. The search engines are already well equipped with bid based pricing models to handle real-time price fluctuations in keywords.