**by Stephanie Hobbs**
Is the much ballyhooed Google Chrome — the new open source browser
— as shiny for advertisers as it is for those testing the Microsoft
beta version and commenting via online posts? Those of us in local
search are sitting on the edge of our seats to find out for sure,
since Google is considered by many to be "the" player in the local
search space.
Google began developing Chrome when rethinking the traditional
browser, which was originally designed for simple text pages. Today,
of course, the browser is tasked with rich, interacting applications.
Google's belief was that we needed not just a browser but a "modern
platform" (operating system) for Web pages and applications.
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Mixing online, offline and mobile search solutions, we specialize in
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In fact, Google Chrome was designed for people who live on the Web
— searching for information, checking e-mail, checking up on the
news, shopping, or just staying in touch with friends. Google sees
Chrome as an opportunity to move the Web application infrastructure
forward with the new OS that will allow for a better user experience
and, in the future, potentially richer applications.
If this next generation browser/OS succeeds in driving innovation and
faster downloads, it could be a lucrative opportunity for advertisers
and local search players. Faster downloads, for example, would allow
users to access more advertising information quicker.
However, there remains the possibility that pay-per-click advertising
may increase in price. That's because Chrome integrates the address
bar with a search box that is driven by a Google Search feature. What
might this mean for advertisers? Perhaps it will require increased SEO
to reach the top of the pages and architecting search terms to reach
the top of the suggestions list.
It also begs the question about any impact on display advertising
headings. Google allows "incognito" searching, so some targeting
methodologies that rely on cookies will be required to develop
alternatives.
But think of the opportunities. We've seen the popularity of
"apps" skyrocket lately as mobile devices push the trend forward.
The concept behind Chrome suggests that there's a whole realm of
opportunity for delivering a new generation of apps directly through
the Web browser.
As Google (and the Web) continues to evolve, those of us in local
search can be beneficiaries of new technology, if we stay on top of
the changes and create ways to deploy them to the advantage of our
advertisers. We will also be challenged by new technology to be
innovative in developing effective ways to communicate advertiser
messages.
The progression continues. From the printed book to online to video
ads, etc., Yellow Pages and Internet Yellow Pages have continued to
innovate. But the only constant is change. Like the computer and
technology industries, we all must be nimble, ready to not only accept
change but to accelerate it. It's what the end users expect and
deserve.
Opinions expressed in the article are those of the guest author and
not necessarily Search Engine Land.
Stephanie Hobbs
<http://searchengineland.com/author/stephanie-hobbs/>
, an award-winning print and online Yellow Pages executive with broad
domestic and international experience, is the Yellow Pages Association
<http://www.ypassociation.org>
(YPA) vice president of communications. She also directs the
association's Local Search Guide <http://www.localsearchguide.org>
, a who's who of Local Search players and perspectives, as well as
blogs about the industry on the InsideYP <http://www.insideyp.com>
blog.
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