The Changing World of Search
Scott Kaufmann
July, 2009

Type of Online Marketing
• Three primary types of online marketing:
– Response
– Examples: Search Marketing, Directories, Portals
– Interruption
– Examples: Banners, Email, Rich Media, Etcetera
– Participation
– Blogs, Twitter, Facebook, LinkedIn, Forums, Feedback
Clients

What is “search”?

Brief History
• Search Engines started as a way to help people guide
through the World Wide Web, before search engines
there were only directories
• First Search Engines
– AltaVista, Lycos, Webcrawler
– Yahoo! came later
– Google came even later
• Google rose to prominence in 2000 because of “Page
Rank” algorithm concept

Evolution
1996 2001
2004 2009

Changes
• Search Results Got Better
– Google Pagerank
– Faster Servers
– Profitability = More Competition = Improved Results
• Important Additions
– Paid Search
– Predictive Results = “Did you mean…”
– Images
– Local
– Maps
– Shopping
– Video
– Social Media
– Calculation

Better Results
• Google PageRank
– Sites that are more “popular” receive higher
rankings
• Faster Servers
– Allow more sites to be indexed by search
engines
– Allow more results to be shown, faster
• More Competition
– Spurred up all the other important additions

Paid Search

Predictive Results

Images
Regular Search Image Search

Local & Maps
Regular Search Map Search

Shopping

Video

Social Media

Calculation

Importance
• Consumer Searching has changed, which
gives you [as a business]:
– More Opportunity [to market your products
and services]
– More Channels
– More Complexity
– More Accountability
– More Transparency

Questions
• Break time (5 minutes)