Marc Purtell | Director, SEO
The Federal Trade Commission recently issued a warning to the major search engines requesting that they more clearly distinguish between the organic results and paid ads. This applies not only to traditional search engines, but also social media outlets, such as Twitter and Facebook, as well as mobile apps.
The FTC’s warning to search engines should be a wake-up call to the search marketing industry. The days of playing fast and loose with mixed paid and organic search results on search engine results pages (SERPs) appears to be coming to an end. In its place will be more stringent oversight of how search engines display paid search results and, as a result, more cumbersome and potentially onerous restrictions on what search marketing can and cannot do with their campaigns.
What are the potential implications for marketers of this new guidance? What do search marketers need to do now to begin adjusting for these changes?
It is unclear at this point the extent that each search engine will address this request, but it is expected that minor changes to the way paid ads are identified will ensue to avoid possible FTC action.
These changes, however, can impact the efforts of search engine marketers, as they will potentially need to make more drastic modifications to their search engine marketing efforts.
Here are some potential effects that the FTC’s warning will have on marketers: