What Can We Learn From 2006's Top Searches?

Well, we have seen what’s been searched for in the last year. So what can we take away from this mixture?

1. Naughty or nice? The Frienemy keeps us guessing - While knowing what queries increased in volume over last year is interesting, wouldn't it be nice if Google played along for once and gave us hard data by which apples-to-apples comparisons could be made? At any rate, assuming that the searches that topped Yahoo and MSN were also tops on Google, it's worth noting that...

2. Search engines are not yellow pages - Notice that the top searches (again, in terms of absolute queries) are not destination Web sites, they are people or topics. And they're not transactional, they're informational. It appears the long tail of the Web is attached to a very good-looking celebrity head.

3. Video – Videos were the seventh biggest gainer on Google's list. And, no doubt, one of the main forms of content consumers were looking for when searching celebs and athletes. 2007 could be looked upon as a watershed year for video search. From deeper integration of YouTube into the Google machine to continued innovation by specialty players like Blinkx, to heavy pushes from AOL and others, video search will continue to get smarter and more popular. And, while it may not happen in '07, it won't be long before we are searching video content on our TVs the same way we do on our computers.

4. Search advertising must remain relevant and non-interruptive - With the plethora of Hollywood content available on TV and in print , why are so many people turning to search engines to get their fix? Because it's easy to find what you want without being bombarded by ads. We must maintain the sanctity of search real estate, especially as we expand into other channels.

5. We must understand, respect, and leverage International nuances - There's a lot of innovation happening outside the U.S. For marketers with global footprints, it's crucial to customize search programs to match the mindset of consumers in foreign countries. And this means more than just translating copy into different languages. It means truly immersing your brand into the local culture.

6. Welcome to the social - More than just a witty tagline for the Microsoft Zune, this invitation sums up the state of the Web as we head into 2007. Just about every query on Google's list relates to some sort of Web 2.0 application. With new content being published every second by anyone with Internet access, search takes on a heightened role of connecting consumers with the content they desire, as well as that which they did not know existed. And that's not search's only role...

7. Search can be a great PR tool - With Web entries often mentioning negative news, from drug use to divorces, 2006's most searched individuals certainly could benefit from some positive spin. How better to get your side of the story in front of inquiring minds than by intercepting them at the point-of-query, before they have a chance to find those racy photos or read that police report?

8. The more things change, the more they stay the same - Even though the Internet has enabled us to easily create our own content and meet people all over the world who share our unique tastes and preferences, we're still obsessed with the same old, young, celebrities. Applying this adage to our world, the more things change with algorithms, distribution, quality scores, inventory, and specs, the more the basic best practices of search marketing will remain the same.

Update by Sunny: So, as we look ahead to 2007, let us resolve to stay the course and continue spreading the gospel. It won't be long before all content is searchable and all advertising is query-centric. With the insight gleamed from why people are searching, not just what they're searching, we'll be properly equipped to guide the penetration and convergence of search into all forms of media. Best wishes for the coming year. May your search for health, happiness, peace, and prosperity yield strong and relevant results !!