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Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
Search: The Big Picture - Danny Sullivan AIM 2010
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Search: The Big Picture - Danny Sullivan AIM 2010

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  • 1. Search: The Big Picture Danny Sullivan Editor-In-Chief Search Engine Land http://searchengineland.com
  • 2. In The Next 40 Minutes… <ul><li>Developments & Trends In Search </li></ul><ul><ul><li>Skipping Mobile! </li></ul></ul><ul><li>The Google Boogey Monster </li></ul><ul><li>Challenges To Google </li></ul><ul><li>Followed By Questions! </li></ul>
  • 3. No longer just pages & ads Each “vertical” is new path into top results News, Shopping, Video, Books… Getting Blended
  • 4. “ Sitelinks” under your description Getting “Rich” Descriptions You can flag ratings and prices
  • 5. Getting Fancy Ads
  • 6. Getting Fancy Ads
  • 7. Everyone’s results personalized based on location & past 180 days of searches. Signed in? Web history may also be used. Getting Personal
  • 8. Everyone’s still figuring it out, but there’s business in tweetbooking & searching it! Getting Real Time / Social
  • 9. The Google World comScore: US Share Of Search Google stable; Bing robbing Yahoo…
  • 10. By Volume, Even Bigger comScore: Billions Of US Searches Google volume nearly doubled, 6 to 10B!
  • 11. The Happy Google Habit <ul><li>It’s a great product </li></ul><ul><li>Google loves search </li></ul><ul><li>Google has great signals to mine </li></ul><ul><li>Google’s business strategy is to work in (what it believes) is users’ interest </li></ul><ul><ul><li>Doesn’t believe it’s “out to get” anyone </li></ul></ul><ul><ul><li>The Google Hive Mind http://searchengineland.com/the-google-hive-mind-14832 </li></ul></ul>
  • 12. The Unhappy Google Habit <ul><li>There’s no particular need for people to “kick it” or switch </li></ul><ul><li>Chief competitors are weak, though Bing’s getting better </li></ul><ul><li>Result: Google stronger than ever </li></ul><ul><ul><li>And a bigger target for accusations of being too powerful, dominant, controlling, a monopoly… </li></ul></ul>
  • 13. Favoring Itself? Then again…
  • 14. Favoring Itself? Then again…
  • 15. Favoring Itself? Then again, Knol hardly shows compared to Wikipedia, eHow…
  • 16. Favoring Itself?
  • 17. Want These On “Your” Page?
  • 18. Then Again… Owner-Verified, and has added pics & vid Give owners more control? Ability to eliminate a page, delete reviews (with note this was done?) “ Places” pages can be good search product for searchers – What’s the balance?
  • 19. How Do You Beat This?
  • 20. The Decline Of Yahoo <ul><li>Believes can win by having a better search interface (search as “chip”) </li></ul><ul><ul><li>Didn’t work for Lycos, AOL, others – not likely to work for Yahoo </li></ul></ul><ul><li>Expect Bing to continue building self as Google alternative & robbing Yahoo share </li></ul>
  • 21. Bada Bing <ul><li>Growth still minor; will it continue when the TV ads stop? </li></ul><ul><li>Does have Google reacting! </li></ul><ul><li>With Yahoo out, expect it to be #2 in mindshare & eventually in marketshare </li></ul>
  • 22. Enough With “Google Killers” <ul><li>No new start-up will best Google </li></ul><ul><ul><li>Search is really, really hard </li></ul></ul><ul><li>Bigger! </li></ul><ul><ul><li>Cuil played that card and lost hard </li></ul></ul><ul><li>Natural Language! </li></ul><ul><ul><li>Powerset had to be purchased by Microsoft rather than go it alone </li></ul></ul><ul><li>Computational Knowledge Engine! </li></ul><ul><ul><li>Wolfram Alpha’s not on the radar </li></ul></ul>
  • 23. Perhaps Google Killerettes? <ul><li>Not quite death by 1,000 cuts </li></ul><ul><li>More like let 1,000 flowers bloom </li></ul><ul><ul><li>It’s a big field! </li></ul></ul><ul><li>Google isn’t the top tool of choice in everything… </li></ul>
  • 24. Urbanspoon Never wonder where to eat again iPhone app knows where you are, randomly selects a restaurant… Behind the scenes – or on the web, huge database of reviews from newspapers and users Yes, shaking is search
  • 25. Eventful What’s going on, from music to community events and more App knows where you are, suggests events in your area, as does web site:
  • 26. Foursquare Checking in is search! Tips, advice, business offers … things you won’t find or find as easily in Google
  • 27. Facebook’ll Beat Em! <ul><li>Cause they know what everyone “Likes” </li></ul><ul><ul><li>Google can figure out “Likes” for the entire web, not just pages with buttons </li></ul></ul><ul><li>Cause they’ve got that “social graph” stuff so you know what your friends trust… </li></ul>
  • 28. Social Search, Sans Real Time <ul><li>Social graph (ugh) / social network data is potentially useful </li></ul><ul><ul><li>Watch what others are searching on </li></ul></ul><ul><ul><li>Monitor clicks in a more “ trusted ” environment </li></ul></ul><ul><ul><li>Reshape results based on what you friends seem to like </li></ul></ul><ul><ul><li>But who are your friends … </li></ul></ul>
  • 29. Fake Friends & Privacy <ul><li>Do you have to filter to “ true ” friends? </li></ul><ul><li>Do you then still need to consider what you ’ ll share? </li></ul><ul><li>Do Facebook or others instead work on aggregate level? </li></ul>
  • 30. Social Search Reality <ul><li>Potential, yes </li></ul><ul><li>Killer, not likely </li></ul><ul><li>Instead, yet another of many signals </li></ul>
  • 31. The Big Takeaway Search is more than keywords in a search box, more than Google. It's anywhere & way people seek answers. And those many ways are all diverse opportunities for marketers.
  • 32. <ul><li>Search Engine Land (http://searchengineland.com) </li></ul><ul><ul><li>Stories and news from me and others </li></ul></ul><ul><li>SearchCap (http://searchengineland.com/searchcap.php) </li></ul><ul><ul><li>Daily email recap of search news from SEL & across the web </li></ul></ul><ul><li>Sphinn (http://sphinn.com) </li></ul><ul><ul><li>Social site for internet marketers: share news stories </li></ul></ul><ul><li>SMX: Search Marketing Expo (http://searchmarketingexpo.com) </li></ul><ul><ul><li>SMX Advanced in Seattle this June </li></ul></ul><ul><ul><li>SMX East in New York this October </li></ul></ul>Questions?

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