Trends In Search Marketing (Oct. 2010)

Trends In Search Marketing Danny Sullivan Editor-In-Chief Search Engine Land http://searchengineland.com

I’ll Be Covering…
Google’s strength
Search listings getting “rich” & “fancy”
Search getting more vertical
Including social & mobile
Search is more than Google, more than a search box

The World According To Google

The Google World comScore: US Share Of Search My view: Google stable; Bing robbing Yahoo…

Bing > Yahoo Says Nielsen; comScore disagrees, “Explicit Core Search” & Google Instant key to watch http://searchengineland.com/yahoo-bing-stat-fight-nielsen-says-oh-yes-they-did-comscore-responds-oh-no-they-didnt-50975 http://searchengineland.com/comscores-new-core-search-figures-48762

By Volume, Even Bigger comScore: Billions Of US Searches Google volume nearly doubled, 6 to 10B! http://searchengineland.com/when-losers-are-winners-how-google-can-lose-search-share-still-stomp-yahoo-41779

The Decline Of Yahoo
Believes can win by having a better search interface (search as “chip”)
Just rolled out new “accordion” view
Didn’t work for Lycos, AOL, others – not likely to work for Yahoo
Expect Bing to continue building as Google alt & robbing Yahoo share
Yahoo “gaming” with slideshows not long-term solution
http://searchengineland.com/time-to-end-the-bullshit-search-engine-share-figures-44100

Bada Bing
Growth still minor; will it continue when the TV ads stop?
Will it gain past combined Yahoo+Bing share?
Does have Google reacting!
With Yahoo out, expect it to be #2 in mindshare & eventually in marketshare

Growth Of Vertical Search

No longer just pages & ads Each “vertical” is new path into top results News, Shopping, Video, Books… Getting Blended

Everyone’s still figuring it out, but there’s business in tweetbooking & searching it! Getting Real Time / Social http://searchengineland.com/the-twitter-search-revolution-popular-promoted-tweets-mature-the-service-41095

Yeah, Yeah: Brand Monitoring Easy to do, effective, well-known but equal to ranking for your own brand:

The Anyone Know Search http://searchengineland.com/anyone-know-search-twitter-brand-monitoring-41818

Facebook & Search
It’s not a search engine other than people search
Social graph used to be thought of by some as way to reshape results but…
Do you have to filter “true” friends?
Issues with “sharing” a search
Can aggregate “Like” data be used?

Social Search Reality
Potential, yes; Killer, not likely
Google gets “Like” data for all pages in other ways
Google says it’ll get Facebook “Like” data in other ways
Still, interesting – way to put “trust” into search, something people want
Questions asked on Twitter & Facebook are “trust searches”
We need more than relying on links!
http://searchengineland.com/search-40-putting-humans-back-in-search-14086

Google Social Search http://searchengineland.com/google-social-search-now-with-google-buzz-45358 Trust applied to content producers, but not everyone produces

Everyone’s results personalized based on location & past 180 days of searches. Signed in? Web history may also be used. Getting Personal!

Google analyst call: March 16, 2010 Getting Mobile

Getting Mobile? “ Search hasn’t happened on mobile devices … people are not searching on a mobile device like they do on the desktop” “ We discovered something — people are going into apps. They’re not just going onto to websites....This is an entirely new thing — they aren’t using search, they’re using apps like Yelp. – Steve Jobs http://searchengineland.com/apps-search-by-another-name-43685

Getting Mobile
Search HAS happened as Google says
Search HAS happened as Jobs says
27% of Yelp searches from iPhone app
Simple: apps are search, too
http://searchengineland.com/apps-search-by-another-name-43685

Urbanspoon Never wonder where to eat again iPhone app knows where you are, randomly selects a restaurant… Behind the scenes – or on the web, huge database of reviews from newspapers and users Yes, shaking is search

Eventful What’s going on, from music to community events and more App knows where you are, suggests events in your area, as does web site:

Foursquare Checking in is search! Tips, advice, business offers … things you won’t find or find as easily in Google

How About Google Instant?
World has not ended!
SEO not dead; SEO seems little impacted
Pay more attention to suggested searches
Below the fold doing BETTER than expected!
http://www.seroundtable.com/archives/022988.html http://techcrunch.com/2010/09/21/guest-post-how-google-instant-can-help-and-hurt-seo/

How About Google Instant?
PPC may have more impacts
Travel ocity brings up ads for Travelocity
Overall, watch & see mode
http://www.seroundtable.com/archives/022994.html

The Big Takeaway Search is more than keywords in a search box, more than Google. Search is anywhere & anyway people seek answers. And those many ways are all diverse opportunities for marketers.

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)
Curated internet marketing news
SMX: Search Marketing Expo (http://searchmarketingexpo.com)
SMX West in San Jose, March 8-10
Discount code: I’ll send one, promise!
Questions? Your Comments?

Trends In Search Marketing (Oct. 2010)

by Danny Sullivan on Oct 13, 2010

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Trends In Search Marketing (Oct. 2010) — Presentation Transcript

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