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State of Search presented by Nina Hale
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State of Search presented by Nina Hale



Published in Technology , News & Politics
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  • 1. State of Search Nina Hale 
  • 2. Search Usage•  75% of U.S. Popula8on use the internet  •  91 % of them use Search •  191 Million People Use Search •  11 searches per   week on average •  Search doubles   once becoming   a mom  State of Search 
  • 3. 16% of daily searches on  Google have never  have never been seen State of Search  before.  
  • 4. Mobile Usage31% of Americans own a Smartphone 70% of them use it while shopping in a store  State of Search 
  • 5. Mobile Search is on the RiseForecast for 25% of all clicks by end of 2012  State of Search 
  • 6. Local Searches – Mobile rules 20% of all  searches have a  local intent     40% when on a  mobile device  State of Search 
  • 7. MobileMobile Adver8sing is expected to rise to almost $2 Billion by EOY   To almost $4.4 Billion by end of 2015  State of Search 
  • 8. Search Engine Share Search Engine of Choice  11%  6%  Google  Yahoo  Others  83%  State of Search 
  • 9. 91% of search engine users say they always or most of the 8me find the informa8on they are seeking when they use search engines  Didnt find it  9%  Found it!  91%  State of Search 
  • 10. 73% of search engine users say that most or all the informa8on they find as they use search engines is accurate and trustworthy  This sucks!,  27%  Accurate &  trustworthy,  73%  State of Search 
  • 11. 90% of purchasing s8ll happens offline  Buy Online  Buy offline  State of Search 
  • 12. State of Search 
  • 13. Display Impacts SearchSource: Pretarget. May 2012  State of Search 
  • 14. Will PPC Cannibalize SEO?On average, 89% of traffic is not replaced by Organic when ads are paused  State of Search 
  • 15. SEO is Favored by SMB’s  State of Search  #nhsem 
  • 16. Top Trends State of Search 
  • 17. Top Trends - MobileMobile cloud: People can connect anywhere, with anyone, and for anything  State of Search 
  • 18. Top Trends - Content Content is even more important:  People are looking for answers and  entertainment.    State of Search 
  • 19. Top Trends - Content State of Search 
  • 20. Top Trends - MeasurementMeasurement is geang more complex   State of Search 
  • 21. Top Trends - PrivacyPrivacy concerns are growing.   State of Search 
  • 22. Top Trends - Privacy State of Search 
  • 23. Big Changes State of Search 
  • 24. Google Analytics: Social Reports State of Search 
  • 25. Google+ Local: Maps go Social State of Search 
  • 26. Apple Drops Google Maps State of Search 
  • 27. Google Content Experiments:•  No longer mul8variate •  Incorporated into Google Analy8cs   State of Search 
  • 28. Google Product Feed:•  Free feed is going away •  Product feed is PPC via the AdWords pladorm, or  “Google Shopping”  State of Search 
  • 29. Predictions State of Search 
  • 30. Prediction   Google will  announce it’s   indexing  content  using voice  State of Search  recogni8on 
  • 31. Still needs a lot of improvement State of Search 
  • 32. ImplicationsImplications: •  Google threatened and has to improve it’s VR game•  Enormous amount of new competition and new results. Big opportunity for video content, journalism, podcasts. •  Recipes •  How-to •  Technical and Medical What should you be thinking about now? •  Ones with Closed Captions embedded will be first •  Ensure scripts use keywords •  Plan content based on top searches or highest drop off in conversion rates State of Search  * NYT March 2012 
  • 33. Prediction Google will launch a social  monitoring tool        State of Search 
  • 34. Implications•  Decisions made around ROI of social •  Stronger push to be aware of and use  Google+ •  Less expensive op8ons in social  monitoring •  More ease in iden8fying keywords  important to your brand •  More reliance on Google  State of Search 
  • 35. PredictionGoogle will launch more demographic targe8ng     State of Search 
  • 36. Implications•  More targe8ng  op8ons •  Social  connec8ons •  Local connec8ons •  “People like you”  State of Search 
  • 37. What you should be thinking about •  Go Mobile Now!  •  Budget for local enhancements if applicable  for you  •  Ajribu8on and the full marke8ng mix  •  Increase focus on conversion rate  •  Develop unique, engaging content  •  Connect on a personal, social level with  your customers  State of Search 
  • 38. Thank you! State of Search