Dennis Yu

Google's search share went from 79% to 75%-- why that doesn't matter

So much quibbling among the SEOs about how Bing is stealing traffic from Google or how Yahoo! isn’t what it once was.
Ten years ago, I worked at Yahoo! And while I’d be tempted to chime in on this tempest in a teapot, they’re missing the point.

That’s me with Jerry and David, who co-founded Yahoo!

People are increasingly spending their time in apps and in closed gardens.
Facebook kicked out Bing, which powered their search, in favor of their own search.
Do you think Amazon is going to let Google ever power their search results?
How about letting Google into your very personal Snapchat experience?

The search game as we know it is over– Google has won with a dominant monopoly position.
The old-timers will argue that Yandex’s 55% share in Russia or Baidu in China at 56% means there’s still competition.
Or maybe they’ll point out how search is still strong and getting more personalized.

But what they miss is that personalization technology, no matter how awesome, is only as good as the amount and quality of the underlying data.
The social network and app economy have far more data than the search engine does– they have no incentive to share it.

In the long run, whoever has the most robust data about users will do a better job personalizing.

That creates ad revenue, which allows the network to invest in more features (things like Gmail or driving cars) and better ad tech.

It’s not that Google is going to be dead or that search is going the way of the print yellow pages.
It’s that search has reached maturity, so Google is having to do things like to invest in wearables and Uber.
It’s less about buggy whips and more about Innovator’s Dilemma.

So don’t be like the old geezers sitting on the front porch swapping war stories.

Make sure you know who your customers are, independent of the keywords they search, social networks they hang out on, apps they use, videos they play, brands they like, or places they visit.
The sites/apps/things that they frequent will be the ones providing self-serve ad interfaces allowing you to target exactly these people.

Right now, Facebook has the most profile information and user activity, so they’re the current winner in targeted personalization.
But you know that Twitter, LinkedIn, Pinterest, and even Apple have released their own targeted ad platforms, fueled by their user behavior.

A keyword is not a user

The search engine doesn’t remember what you’ve done last time– you get the same answer each time.
When you set up your marketing automation properly, you’re able to snipe the demand well before it ever becomes a search.

So when we start to see search decline, you’ll know why– it’s like an ounce of prevention versus a pound of cure.
And the cost to both acquire and keep customers via inbound marketing is much cheaper than paying full price at the last minute when the customer finally needs it.

Dennis Yu

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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