Search Engine Optimization

Google made significant changes to the way it treats trademarks in US, Canada, UK and Ireland. The first change is the number of countries in which trademarked keywords are allowed. The second is how the trademarks are treated within the US.

• Any trademarked term can be used as a keyword
• Any trademarked term can be used in ad copy
• If the trademark holder asks Google to not allow others to use a trademarked term, then it will be disapproved from ad copy, but can still be used as a keyword
• A trademark holder can allow only certain companies to use their trademark in ads (but this is all or nothing, with no conditional usage) – Search Engine Land

If you sell, review or provide other services that involve a trademark term, you can now bid on it, use in your ad headline and copy.

The Consequences

Google’s decision to loosen trademark control is a very bald move. Many trademark owners do not like the fact that other companies and merchants can bid on their names, now it is even easier to do so. Despite the lawsuits , Google is looking to change the entire playing field by broadening the policy worldwide and making it easier for anyone to bid on trademarks. The strategy is in the scale and once it reaches a point of no return trademark owners (as well as companies who want to make a quick lawsuit buck), will accept broad trademark usage as a part of the game.

Merchants, review websites and affiliates will benefit by monetizing more keywords, while the Google will make an extra buck on all those extra keywords.