Ego searching is when people want to rank well for their names, such as being number #6 for barry when the title and the content on the page doesn't have the words on the page. But there is a new ego search out there, well not really new, but I like to think a new definition of what an ego search can be.
SEO Speedwagon posted on it today and I think it makes for a great topic. Ever search at Google and get a "did you mean" suggestion at the top of the result, in red? Normally it comes up when you spell something wrong. But sometime it comes up for a branded query.
So when someone searches on rusty brick the two worded version, they accurately get "Did you mean: rustybrick." Technically, rustybrick, one word, is the correct spelling of the company. In the past Yahoo! also listed that suggestion for the word, but now that even the single word rustybrick doesn't even come up in the number one spot at Yahoo! I doubt they will offer a suggestion to the searchers. SEO Speedwagon also got themselves to come up for SEO Speed wagon, three words, instead of just two.
How are your "did you mean" ego searches working for you?
Forum discussion at Search Engine Roundtable Forums.