Bing Search Engine + Realtime Content

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  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • Bing Search Engine + Realtime Content

    1. 1. Search Engine + Realtime Content: Opportunities and Pitfalls Paul Yiu Group Program Manager Bing Social Search
    2. 2. The Realtime Web can be quite gossippy
    3. 3. Your product or brand could suddenly be at the center of a huge conversation Breaking Story Big Story Bigger Story Persistent Story T-Mobile Outage Balloon Boy
    4. 4. Why do search engines care? <ul><li>Users expect to know right now </li></ul><ul><ul><li>Did I just feel an earthquake? </li></ul></ul><ul><ul><li>What’s going on with the Giants game? </li></ul></ul><ul><ul><li>Is my cell network down? </li></ul></ul><ul><li>Challenges </li></ul><ul><ul><li>Keeping up with the speed </li></ul></ul><ul><ul><li>Make sense of massive content </li></ul></ul><ul><ul><li>Relevance is still expected </li></ul></ul>
    5. 5. There are more people searching than there are people Tweeting, so… <ul><li>As search engines include realtime content, even the non-Twitter users will see realtime and social content. </li></ul>?50M on Twitter? But 200M people search Forrester’s Social Technographics profile would est. 40% are talkers
    6. 6. As major search engines ramp up on realtime, “gossip” spreads even faster <ul><li>Searchers will see realtime and social content very quickly </li></ul>~70 seconds
    7. 7. On the positive side, people will help make your good content visible
    8. 8. “ realtime” doesn’t mean relevance doesn’t matter
    9. 9. Demo <ul><li>“ In short, Bing makes Twitter make sense.” </li></ul><ul><li>– Time Magazine </li></ul>Bing.com/twitter
    10. 10. The good news is that it’s not just stream of consciousness <ul><li>Your consumers will be able to search for social content, ranked and filtered by web search relevance techniques </li></ul><ul><li>At the same time, search engines (and you) are fighting spammers that know this is a great way to reach people. </li></ul>
    11. 11. To rise above the noise, there is more to do as search gets more social Plus… Things you already do Quality Anchor text Trust Trust worthy sites linking to your site Popularity # of high quality links Timeliness Update your site, blogs New things to consider People retweeting what you said; sharing good links Trust-worthy people sharing your links or tweets # of people retweeting what you said in the last minute, hour, day Be prepared to turn on a dime
    12. 12. Social Technographics Groups Consumers By Activity In The Participation Ladder April 2007, Trends “Social Technographics ® ”
    13. 13. Discussion

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