“PlusNet’s response to Google trademark rule changes” (from Community)

Today I posted on PlusNet’s community site about what the team is doing to respond to Google’s changing rules on trademarks. Below is an excerpt, and the full post is over there

If you’re anything like me, you’ll use your browser’s built-in Google search more than the address bar itself to find websites. The search engine is so pervasive (it’s in my desktop browser, Nintendo Wii Internet channel and the iPhone I’d love to own) that ‘googling’ is often the easiest way.

That’s why this week’s changes to Google’s trademark rules are quite significant. Until 5th May, companies were not permitted to bid against trademarked terms. I commented on this story in the Financial Times a couple of weeks ago (requires free registration), and it’s also been covered in The Times Business Section this weekend.

Google’s trademark rule changes effectively force every company to pay for advertisements as well being listed in natural search, or face losing clicks to competitors.

Here’s how it works: If you enter ‘PlusNet’ into Google, it made sense that you should be shown results that are relevant to your search. This is very different from searching for ‘UK broadband’ for example. New rules have changed all this, and it’s all going to drive extra cash towards Google. Already other companies are starting to bid against PlusNet’s terms. It’s natural that we would want to be the top result - after all, you’re searching for PlusNet, right?

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