Warren Cowan

Articles by Warren Cowan

Warren Cowan is CEO at Greenlight which he founded in 2001. Warren has worked exclusively in the search marketing industry for over 13 years. He has developed unrivalled search knowledge and a unique perspective on the growth and movement of the industry, while actively directing and driving the company's 115 strong team in its global growth and product development.

Blog Posts

Hold the front page....Man has turkey sandwich!

Google released real-time search this week, incorporating Twitter and kin. So we at Greenlight took it for a road test. We evaluated what the pros and cons are for users and for marketers.  Amidst all the hype, I can't help feeling the usefulness of the results seems to range from the incon...

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Google’s quitting China spells loss of advertising dollars and greater dependency on foreign operators

Google has indicated it may cease to operate in China following a cyber attack aimed at gathering information on human rights activists. If Google quits China, then it leaves MS yahoo and Baidu as the primary sources for accessing the Chinese searching audience.

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Search wars - Round 2?

Is Microsoft's launch strategy for its new search engine 'Bing' going to allow it to encroach on Google's market share? That's the big question. Rumour has it that Microsoft has $100m for its marketing campaign, but Comscore stats for the last 6 months in the US, show market share as being larg...

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Farecast could be Bing's best point of leverage

I've always liked the Farecast interface. It gives that feeling of true flexibility of refining your choices without you having to keep going back and endlessly redo your searches.

It is one of those few great examples of professional and expert power, put in the hands of the consumer by new web ...

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If it looks like Google, it must be Google, and therefore we're ok with it!

Fascinating and slightly intimidating research reported in Adage this week about internal research at Google, which suggests that as long as you badge it Google, user perception and preference on search results goes up, even if it's not Google's results.

The research which took search results...

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Musings on customised / personalised search engine results.

The idea of 1 set of keyword specific search results for all, has always been considered something of an old school way of search engines doing things, although in the light of anything better it was the best thing to be had, and arguably Google have given it the best stab possible.

As an improve...

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Searching for hearts and minds

At a time when budgets are being hastily trimmed in areas that have supported the branding effort, interest in cost-effective mediums like search is gaining momentum. More specifically, businesses are interested in how search can be used to drive the branding process and preserve brand equi...

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