All About Content

… and maybe even find what you’re looking for.

A little while ago, I blogged about the prediction made by Bill Gates that soon search engines will need to share some of the wealth with their users in order to keep market share. I didn’t think the search engines were ever going to start handing out cash to us just for using their service any time soon, if ever.

But MSN Search is trying out a new gimmick, uh, I mean “promotion,” to lure searchers from Google and Yahoo — use MSN to conduct your searches and you might win an Xbox. Or a Baby Gap gift certificate.

On their Search and Win landing page at www.msnsearchandwin.com they explain:

“Simply search with MSN, click the Search and Win link in the results, and you could instantly win one of many fabulous prizes”

(Can’t you just hear Don Pardo: “one of many fahhhbulous prizes“)? Will people switching to MSN for the prizes keep using it after the novelty has worn off? Only if the results they find their are more relevant… and maybe not even then.

I don’t see this as a cost effective and sustainable way to grow their user base for the long haul.

It looks like they’re hedging their bets a bit, too: the search and win links are cleverly hidden in the PPC ad space… you know, the ad space no one looks at? So once you’re used to MSN as your regular search engine, you’ll probably forget the prizes.