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It’s big news when Google changes anything. Google is constantly tinkering with making results appear more relevent—they were the first to extract text from your page to show the snippet under the title on the results screen. And Google is now starting to pull descriptions and even titles from your Open Directory (DMOZ) listing. Garnering less attention, however, is MSN’s use of LookSmart for some titles and descriptions.

Some say that Google has used descriptions from Open Directory for a while, but I have to admit that I was unaware of it. But everyone agrees that Google is now taking titles from ODP at times, which is definitely new behvior. The Search Engine Roundtable has a good synopsis of what Google is up to.
Less discussed is the way MSN Search uses LookSmart for titles and descriptions. I thought MSN dropped LookSmart back in 2003, but there must be some relationship still afoot. Check out this query for “IBM” and look at the title and description. They are both taken straight from the LookSmart directory.
Google changes get a lot of attention, but MSN Search carries about 15% of all search traffic, so what it does is important, too.
If you are interested in more information on how search engines construct titles and snippets, check out my Biznology Newsletter this month.

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Mike Moran

About Mike Moran

Mike Moran has a unique blend of marketing and technology skills that he applies to raise return on investment for large marketing programs. Mike is a former IBM Distinguished Engineer and a senior strategist at Converseon, Revealed Context, and SoloSegment. Mike is the author of three books on digital marketing and is an instructor at Rutgers Business School. He is a member of the Board of Directors of SEMPO, a Senior Fellow at the Society for New Communications Research, and a Certified Speaking Professional.

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