Danny Sullivan, Search Engine Land

Search, Social Search & Real Time Search Danny Sullivan Editor-In-Chief Search Engine Land http://searchengineland.com

This Is Search People ask questions & get answers

This Is Search Marketing
Google alone handles 88 billion searches per month, worldwide
Efficient, effective, measurable marketing
Search marketing means
Being visible where someone has overtly expressed a need or desire
More than web; more than keywords
Shaking a phone to find a restaurant is search

Social Media Meets Search
Social media fascinating, growing area
But it’s not (necessarily) search
Nor a rival to search
Nor a search killer
“ Social media” encompasses many different creatures
Some more, some less “search like”

This Is Social Media
Social Networking: Facebook, MySpace, LinkedIn
Social Bookmarking: Delicious, StumbleUpon
Social News: Digg, Reddit, Yahoo Buzz
Social Knowledge: Wikipedia, Yahoo Answers
Social Sharing: YouTube, Flickr, Urban Spoon, Yelp, Foursquare, Twitter, Facebook…
How do they measure up against and interact with search?

DEMAND (Search Intent) BRANDING LESS MORE MORE TRAFFIC News Bookmark Net work Google/ Search Know ledge Sharing

This Is Social Search People ask questions of friends & maybe get answers Hey, ANY FRIENDS have the answer to this? I Do! http://searchengineland.com/how-we-search-with-twitter-16920

This Is Also Social Search Content from people I’m “connected” with, inserted into my regular results… http://searchengineland.com/google-social-search-goes-live-adds-new-features-34487

This Might Be Social Search Results ranked by what friends “Like” But not here yet and… Who are your “friends?” Plus, Facebook’s current search is bad http://searchengineland.com/search-40-putting-humans-back-in-search-14086

This Is Real Time Search People ask questions of friends that ANYONE can see within seconds and answer… Unlike “normal” search, you know exactly who they are http://searchengineland.com/what-is-real-time-search-definitions-players-22172

This Is Also Real Time Search Top shared links, at the moment

So What’s My Real Time Social Search Strategy When It Means So Much?

Semantic Augmented Reality

Semantic Augmented Reality (for the iPad)

Semantic Augmented Reality (for the iPad) in 3D

“ Normal” Search
Remains “many-to-many” platform
Many marketers reach out to many searchers at the same time
Loves links
Rewards authority sites
Based largely on “good” links
Buy your way in to results with ads

Real Time Search: Now
Largely one-to-one platform
See the tweet, reply to the tweet
So see the tweets, reply to the tweets
Shared links more many-to-many
Google features them now in “static” display
Links can help build long-term credit for “normal” search results
Put your links out there; build retweets/sharing

Real Time Search: Coming Relevancy over recency: first in, last out changing “ Relevant” results get more hang time With 18 billion searches per month, changes may make Twitter Search more many-to-many Participate! Build a reputation and/or … http://searchengineland.com/the-twitter-search-revolution-popular-promoted-tweets-mature-the-service-41095

Real Time Search: Coming Buy your way to the top (sort of) Reputation still important From Twitter, TweetUp, expect more

Real Time Search: Coming Facebook’s one-to-none Can see posts but can’t reach out, can’t reply to people Ads might improve for search; search results themselves may change

Search Engine Land (http://searchengineland.com)
Stories and news from me and others
SearchCap (http://searchengineland.com/searchcap.php)
Daily email recap of search news from SEL & across the web
Sphinn (http://sphinn.com)
Social site for internet marketers: share news stories
SMX: Search Marketing Expo (http://searchmarketingexpo.com)
SMX Advanced in Seattle this June
SMX East in New York this October
Questins & More About Search!

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Danny Sullivan, Search Engine Land

by SMASH Summit on May 12, 2010

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Danny Sullivan, Search Engine Land — Presentation Transcript