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Danny Sullivan, Search Engine Land

Danny Sullivan, Search Engine Land






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Danny Sullivan, Search Engine Land Danny Sullivan, Search Engine Land Presentation Transcript

  • 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!