Search engine marketing is undergoing change, and agencies are reacting to the call. Today Utah-based OrangeSoda opened up OrangeSoda Enterprise, a search engine marketing service for large companies and national brands. While it targets the larger customer, it still addresses the local market the agency knows well. At launch of business, Enterprise already works with national brands such as Re/Max and Jiffy Lube to strategize, create, implement, and track online campaigns.
Just last week northern Michigan-based Oneupweb refreshed itself with a new Web site and white paper entitled, “Search has Changed. It’s Time to Stand Up and Take Notice.” In it Oneupweb identifies the DNA of the new Web — which includes maps, wikis, link popularity, site architecture, content optimization, news, meta tags, blogs, PR, widgets, social profiles, videos, local search, and more – and how the new landscape is affecting search.
The direction both agencies are taking (and it’s my guess other agencies are doing the same whether we’ll see the changes publicly or not) is a sign that things are changing in search and on the Web. The social Web and Web 2.0 applications are also changing how sites are measured using Web analytics.