theEweekly Wrap: Google is recruiting, SEO is booming

Copyfight Microsoft has asked the US Patent and Trademark Office to reject Apple's application to copyright the phrase 'App Store'. Microsoft claims the term, used to refer to the Apple shop for iPhone, iPod and iPad applications, is too generic; however, the opposition comes a whole year after the trademark request was made.

This coincides with the launch of the Mac App Store on 6 January 2011, when apps were no longer restricted to mobile. According to PC Mag, the store "racked up more than one million app downloads within a 24-hour time period"; incredible, considering on that first day there were only around 1,000 apps to choose from. Of these, around 600 were games, and 20 cost over $100 (£63).

Social summit Facebook has flown creatives and executives from some of the UK's leading ad agencies to its headquarters in Palo Alto, California. The first ever Influencer Summit will see the Facebook elite engaging with the likes of AKQA, Dare and LBi in 'an open exchange of ideas'. The aim – according to Marketing Magazine – is to find out exactly what UK advertisers want from social media marketing.

This could be a further attempt to monetize Facebook's incredible popularity, adding to the £776 million in revenue attained in the first three quarters of 2010. With 13.5 million active users, the UK is second only to the US in terms of potential audience - and profit - for ads. Attempting to crack the global advertising market could be part of preparations for Facebook's rumoured flotation in 2012.

Search for a genius Google has launched a global science fair for 13 to 18-year-olds in a bid to find the scientists and tech innovators of tomorrow. The web-based competition invites students to submit their ideas as a video or slideshow. The best entrants will be flown to California in April, where they will pitch their idea to the world's masterminds of science and technology.

The event is sponsored by LEGO, CERN, Scientific American and National Geographic; the three finalists will each be offered 'an experience' at one of these companies or at Google. The Grand Prize winner will also receive a $50,000 (£36,000) scholarship to be spent on their education, while 15 runners up will receive a Chrome notebook and Android phone.

SEO grows A report by digital analysts Econsultancy has revealed growth in the UK SEO market. The SEO Agencies Buyer's Guide estimates that the search market in the UK has increased in worth by 16 per cent, from £376 million in 2009 to £436 million in 2010. Over the same period of time, the number of large firms planning to increase their SEO spend grew from 55 to 60 per cent.

Best of all, the report concludes that SEO is "a shrewd long-term investment which delivers a measurable return". Although this week saw a terrible blow for SEO agencies in Germany, it looks as though 2011 will be a good year elsewhere.

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