For years, Google has been about organizing the world?s content and I?m sure its principals would still tell you that?s what it is about. Yet even Google has acknowledged the shift we witnessing. The real question for advertisers is, what business is their search agency in ? and why does it matter?

Most search agencies have staked their livelihood on keywords. The epicenter of all activity is the keyword. They attribute credit to the keywords, they credit assists and give weighting to keywords, they worry about the long tail of keywords and they invest millions upon millions in the development of technology to manage those keywords in a multitude of ways.

And therein lies the problem. What search marketing now faces the dawning of an evolution ?an evolution from media as a communication platform into a transaction platform. Keywords are conduits. Consumers, as always, are the Holy Grail of the channel.

Get the full story at MediaPost