Editors and search engines: enemies or partners?

Editors and search engines: Enemies or partners? Web searches and the usage of content in the digital era IAB FORUM 2010 Milan november 3-4

Difficult times

In 30 years in the United States…
Population
1970: 203 million
2009: 304 million
Distribution of newspapers 1970: 62 million 2009: 44 million + 49,7% -29%

Distribution at peak Source: State of the News Media 2010

Advertising in crisis Source: State of the News Media 2010

The first "competitors" of newspapers

Competitors of today and tomorrow

Where are the online audience moving to?
dailies produce more than 90% of the breaking news
but the online audience don't buy them . They prefer:
- National tv network sites ( 37% ) - aggregators and search engines ( 21% ) - local sites ( 13% ) - national newspapers ( 6% ) - blogs ( 5% ) Source: Nielsen

The letter of De Bortoli It's no longer acceptable that part of the editorial media doesn’t write for the web, or tries to claim some kind of special renumeration for it [...] The attitude of smugness and suspicion with which some parts of the media perceive the success of web tv is no longer acceptable. [...] The reluctance with which people accept education programmes about new technology is no longer acceptable.

What is the future for publishing ?

People / readers are everywhere It’s time that editors quit waiting for people to knock on their door to read their content and began making content appear where the people are.

Social Network
116 million users in the United States alone
each one using 7 hours per month
Users 40 times more dedicated to Facebook than to their newspaper

Search engines
Google is the most used search engine :
75 billion hits a month
67% of the market share
Google news is the sixth most used news site after Yahoo news, MSNBC, AOL News, CNN.com and NYTimes.com

The Google revolution Since Guttenberg invented the printing press, in turn rendering books and scientific tomes widely available to readers, no invention has transformed the potential of people and those with access to information, like Google. Hidden behind the coloured, slightly childish logo on a white background, the capacity of Google to provide precise and speedy replies hundreds of millions of times a day has radically changed the way in which people search for information and stay abreast of the news . David Vise

Search & direct response
Thanks to search engine marketing, brands can be brought to users' attention at precisely the same time that those users are looking for specific products or services
This has contributed to the spread of the idea that search marketing functions best as a method of direct response and is therefore particularly adapted for companies specialising in direct sales of products and services
In reality search marketing is much more than this

Search & Branding Source: SEMPO - State of Search Marketing 2008

Search & content
Portals and large news websites have lost their right to be the first port of call for access to the web
Search engines have quickly replaced them, becoming the starting point for research products and services, as well as, obviously, news and information
This therefore makes it fundamental for editors to be positioned between organic and sponsored results

Publishers and search engines

Content as organic results
News published by editors is indexed from search engines and turned into organic results. Furthermore, service providers like Google attract a much greater volume of users .
Veraclasse.it Stylosophy.it DolceGabbana.it Stile.it

Advantages and disadvantages
Advantages
Traffic is free (apart from SEO costs)
The volume is stable and tends to grow bit by bit as the site earns trust
Disadvantages
The structure of a site doesn't always permit easy indexing
The inclusion in news gathering systems is not automatic
The possibilty of being visible in relevant news is transferred to search engines

Content as sponsor results
News and published topics by publishing houses can be promoted across sponsored advertising .
Vogue.it Grazia.it Style.it Donna Moderna

Advantages and disadvantages
Advantages
Publication on search engines is immediate
Copy can be defined and changed in real time
The destination page at which the user arrives can be an ad-hoc construction
the coverage of various themes can guarantee a full and constant flow of users
Disadvantages
Traffic has to be paid for. If campaigns are interrupted then volumes can tumble

Power to the news!

What does YOUniversal Media do? We help editors acquire traffic qualified by search engines, thanks to our technology which exploits the long-tail to pull down the CPC, all the while preserving volumes

What does YOUniversal Media do? We support editors in constructing monetization flows which differ from the classic displays, in the process exploiting the efficiency of contextual and performance marketing

4D Lab: the news booster 4D Lab is a proprietary technology that allows editorial professionals to acquire traffic from the sponsored results of search engines without having to deploy anything on their own site. The editor simply has to focus on what he does best: producing information . 4D Lab does the rest !

Data Miner Scan, indexes and tags content on the site www.dominio.it

Landing Page Builder Builds landing pages on domain news.dominio.it

Campaign Wizard
Structures a long tail campaign in order to lower the average CPC of the acquisition
Constantly adds new keywords and updates landing pages

Smart Analyzer
Analyses performance and suggests optimizations

KPI
The performance indicators used in search engine marketing activities managed by Youniversal are the following :
Visits (visibility)
Page views per visit (engagement)
Time on the site (engagement)
Bounce back rate (engagement)
ROI (monetization)

Conclusion

How much does information count ?
In an information society, producers of news are no longer of central importance
What counts now isn’t how to produce the news but knowing how best to select and aggregate it
The news itself holds more value than who it was written by (the author) and who publishes it (newspapers)

To ride the sea of change …
The media must continue to produce only a part of the content and to take advantage of crowdsourcing in order to complete the information on offer
In essence, the media must evolve from pure producers of information to careful selectors and distributors of content

But above all …
They’ve got to go where the users are!

Wake up!
Jeff Jarvis – Guardian journalist
If newspapers were to delegate the large part of their work to Google? If they were to outsource the distribution, the technology and a large part of the ad-sales to Google in order to concentrate themselves on what matters most – the content?
State of the News 2010
The window for reinvention is not infinite. Writers and advertisers are going elsewhere. The window available is no longer that one or two years; but less than ten.

Emiliano Carlucci
[email_address]
Pasquale Silvi [email_address] www.youniversalmedia.com

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Editors and search engines: enemies or partners?

by YOUniversal Media on Dec 02, 2011

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Editors and search engines: enemies or partners? — Presentation Transcript