iGoogle, LeapTag, and Yahoo! MyWeb   Joel Tachau  Sr. Information Architect  Avenue A | Razorfish* June, 2007 Capstone Rep...
Audience: Search Experts <ul><li>Job includes: </li></ul><ul><ul><li>Search Engine Optimization (SEO) </li></ul></ul><ul><...
“ Personalized search is the fine-tuning of search results and advertising based on an individual’s preferences, demograph...
Why Should SEOs Care? <ul><li>Personalized search is becoming mainstream with the February 2007 rollout of iGoogle.  </li>...
Personalized Search is Generating  Debate in SEO Community <ul><li>Gord Hotchkiss leading proponent </li></ul><ul><li>Some...
“ Google has created a tool that not only allows Google to spy on people but also allows people to spy on each other.”   –...
Research Method <ul><li>Literature review of sources 2005-2007 </li></ul><ul><li>Three personalized search tools pre-selec...
Literature Review Concept Map
“ Through the actions we take in the digital world, we leave traces of our intent, and the more those traces become trails...
Five-stage buying process <ul><li>Kotler & Keller, in  Marketing Management , describe a five-stage buying decision proces...
Awareness Interest Consideration Purchase  Intent Traditional “ Analog ” Web 2.0 “ Digital ” TV Print Radio Catalogs Direc...
Three Personalized Search Tools <ul><li>Obscure </li></ul><ul><li>Bookmarking through tags </li></ul><ul><li>Leveraging so...
iGoogle <ul><li>Based on search history, web history and location </li></ul><ul><li>Emphasis on improving relevance of sea...
LeapTag™ <ul><li>Recognizes searchers have “multiple personalities” </li></ul><ul><li>Tagging feature – user refines tags ...
Yahoo! MyWeb <ul><li>Save and share bookmarks </li></ul><ul><li>Search My Web </li></ul><ul><li>Contacts </li></ul><ul><li...
“ Search engines of future will build a real-time profile of your interests from past web use ” –  John Battelle
Search Commentary Authors of Selected Sources <ul><li>17 sources analyzed for commentary  </li></ul><ul><li>John Battelle ...
Five Key Considerations Supported by Search Expert Commentary <ul><li>Personalized search may shorten and improve the info...
1. Personalized search may improve the information search stage for consumers <ul><li>Consumers need tools that  limit  th...
2. Traditional SEO ability to influence PageRank™ will wane, but will still be important to  generate a high volume of tra...
3. Learn new skills and techniques from the realm of marketing research and user research. <ul><li>“ Changes made to impro...
3. Learn new skills and techniques from the realm of marketing research and user research. <ul><li>‘ Make the information ...
4. Move towards “White Hat” tactics aimed at optimizing for users and their communities and the cascades of information th...
4. Move towards “White Hat” tactics aimed at optimizing for users and their communities and the cascades of information th...
5. Adopt new SEO tactics aimed at personalized search engines.  <ul><li>Optimize for Social Search. </li></ul><ul><li>Opti...
Contact Information <ul><li>Joel Tachau </li></ul><ul><li>Sr. Information Architect </li></ul><ul><li>Avenue A | Razorfish...
References <ul><li>Avenue A | Razorfish. (2006a, September).  Integrated digital marketing positioning deck . Retrieved Ma...
References <ul><li>Johnson, S. (2005, January 27). Personalized search. iMedia Connection: Search Engines  Retrieved April...
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Analysis of Three Personalized Search Tools in Relation to Information Search: iGoogle, LeapTag, and Yahoo! MyWeb

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Personalized search is becoming mainstream with the rollout of iGoogle®. While only beginning to impact consumers, these search tools require search experts to retool and rethink how they optimize websites. Three personalized search tools are analyzed to illustrate common features related to the information search stage of the consumer buying process (Kotler & Keller, 2006, p. 191). Conclusions provide a summary of potential SEO (search engine optimization) tactics and five key considerations.

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  • A version of this presentation with audio can be accessed here: http://www.tachau.com/aim/cap-pres/Tachau2007.pps

    A PDF of this research report on personalized search can be accessed here: http://www.tachau.com/aim/tachau2007.pdf
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  • Analysis of Three Personalized Search Tools in Relation to Information Search: iGoogle, LeapTag, and Yahoo! MyWeb

    1. 1. iGoogle, LeapTag, and Yahoo! MyWeb Joel Tachau Sr. Information Architect Avenue A | Razorfish* June, 2007 Capstone Report Analysis of Three in Relation to Information Search Personalized Search Tools * Not affiliated with Avenue A | Razorfish SEO or SEM.
    2. 2. Audience: Search Experts <ul><li>Job includes: </li></ul><ul><ul><li>Search Engine Optimization (SEO) </li></ul></ul><ul><ul><li>Search Engine Marketing (SEM) </li></ul></ul><ul><li>Search marketing executive </li></ul><ul><li>Digital brand or direct-response marketer responsible for search marketing </li></ul><ul><li>SEO Professionals: </li></ul><ul><ul><li>Search Director </li></ul></ul><ul><ul><li>Search Account Manager </li></ul></ul><ul><ul><li>SEO Strategist </li></ul></ul>SEO Rand Fishkin (right) was profiled in Newsweek
    3. 3. “ Personalized search is the fine-tuning of search results and advertising based on an individual’s preferences, demographic information and other factors. Presumably, the better a search engine understands a user’s interests and preferences, the better able it is to target search results, advertising, sponsored links, etc…” - Steve Johnson, CEO, ChoiceStream
    4. 4. Why Should SEOs Care? <ul><li>Personalized search is becoming mainstream with the February 2007 rollout of iGoogle. </li></ul><ul><li>While only beginning to impact consumers, these search tools require search experts to retool and rethink how they optimize websites. </li></ul><ul><li>It will have a major impact on both consumers and search experts. </li></ul><ul><li>Prepare and plan now and be ahead of the competition. </li></ul>“ One of the biggest relevance advances in the past few years…personalization doesn't affect all results, but when it does it makes results dramatically better.” - Melissa Mayer, Google
    5. 5. Personalized Search is Generating Debate in SEO Community <ul><li>Gord Hotchkiss leading proponent </li></ul><ul><li>Some think it will disrupt SEO practice </li></ul><ul><ul><li>Loosing control of ability to affect ranking </li></ul></ul><ul><ul><li>More work for SEOs </li></ul></ul><ul><li>Many SEOs are silent </li></ul><ul><li>Uncertain what it means, what to do </li></ul><ul><li>Privacy, opt-out issues tend to distract </li></ul><ul><li>More of an opportunity than a threat – Chris Boggs, Avenue A | Razorfish </li></ul>
    6. 6. “ Google has created a tool that not only allows Google to spy on people but also allows people to spy on each other.” – Cunyet Özveren, CEO, LeapTag
    7. 7. Research Method <ul><li>Literature review of sources 2005-2007 </li></ul><ul><li>Three personalized search tools pre-selected and analyzed to identify common features </li></ul><ul><li>Articles from SEO community analyzed to identify tactics to leverage personalized search </li></ul><ul><li>Limited to information search stage of consumer buying process </li></ul>
    8. 8. Literature Review Concept Map
    9. 9. “ Through the actions we take in the digital world, we leave traces of our intent, and the more those traces become trails, the more strongly an engine might infer our intent given any particular query.” – John Battelle
    10. 10. Five-stage buying process <ul><li>Kotler & Keller, in Marketing Management , describe a five-stage buying decision process that consumers go through (2006, p. 192). </li></ul><ul><li>Consumers who are more engaged or “aroused” during a search enter an “active information search” process where they gather information in a number of ways including web searches. </li></ul>Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior
    11. 11. Awareness Interest Consideration Purchase Intent Traditional “ Analog ” Web 2.0 “ Digital ” TV Print Radio Catalogs Direct Mail Source: Avenue A | Razorfish eMail Blogs/Social Display / Video Search Trend: New Funnel
    12. 12. Three Personalized Search Tools <ul><li>Obscure </li></ul><ul><li>Bookmarking through tags </li></ul><ul><li>Leveraging social search, communities </li></ul><ul><li>Startup </li></ul><ul><li>Application runs on computer </li></ul><ul><li>Continuous search </li></ul><ul><li>Data privacy </li></ul><ul><li>Driving mainstreaming of personalized search </li></ul><ul><li>SEOs watching Google’s moves </li></ul><ul><li>Improve search experience, then ads </li></ul><ul><li>Cautious </li></ul>
    13. 13. iGoogle <ul><li>Based on search history, web history and location </li></ul><ul><li>Emphasis on improving relevance of search results </li></ul><ul><li>Personalized Home Page with Gadgets </li></ul><ul><li>Recommendations </li></ul><ul><li>Expected to leverage user profiles to target ads </li></ul>
    14. 14. LeapTag™ <ul><li>Recognizes searchers have “multiple personalities” </li></ul><ul><li>Tagging feature – user refines tags by voting </li></ul><ul><li>Continuous search (automation) </li></ul><ul><li>User profile stored on your computer </li></ul><ul><li>Behavioral targeting (ads) </li></ul>
    15. 15. Yahoo! MyWeb <ul><li>Save and share bookmarks </li></ul><ul><li>Search My Web </li></ul><ul><li>Contacts </li></ul><ul><li>Tag items and see how others have tagged them ( http://del.icio.us/ ) </li></ul><ul><li>Recommendations </li></ul>
    16. 16. “ Search engines of future will build a real-time profile of your interests from past web use ” – John Battelle
    17. 17. Search Commentary Authors of Selected Sources <ul><li>17 sources analyzed for commentary </li></ul><ul><li>John Battelle , author of The Search . </li></ul><ul><li>Eric Daffron , executive vice president of Intrapromote LLC is a ClickZ online marketing expert author. </li></ul><ul><li>Dave Davies , CEO of Beanstalk Search Engine Positioning and WebProNews writer. </li></ul><ul><li>Rand Fishkin , CEO SEOMoz </li></ul><ul><li>Gord Hotchkiss , president and ceo, Enquiro, leading proponent of personalized search </li></ul><ul><li>Bill Slawski , SEO by the SEA consulting. </li></ul><ul><li>Greg Sterling , Search Engine Land writer </li></ul><ul><li>Danny Sullivan , founder of Search Engine Watch , writes for Search Engine Land. </li></ul><ul><li>Nick Wilson , Search Engine Land writer </li></ul>
    18. 18. Five Key Considerations Supported by Search Expert Commentary <ul><li>Personalized search may shorten and improve the information search stage for consumers </li></ul><ul><li>Traditional SEO ability to influence PageRank™ will wane, but will still be important to generate a high volume of traffic. </li></ul><ul><li>Learn new skills and techniques from the realm of marketing research and user research . </li></ul><ul><li>Move towards “White Hat” tactics aimed at optimizing for users and their communities and the cascades of information that influence their buying decisions. </li></ul><ul><li>Adopt new SEO tactics aimed at personalized search engines </li></ul>
    19. 19. 1. Personalized search may improve the information search stage for consumers <ul><li>Consumers need tools that limit the number of options and filter the information (Schonfeld, 2006) that is presented. </li></ul><ul><li>“ [Web History] gives Google the ability to precisely target search results based on exactly what's happening to me right now” (Hotchkiss, 2007). </li></ul><ul><li>Google will recommend (push) sites as it becomes confident in disambiguating consumer intent (Hotchkiss, 2007). </li></ul>
    20. 20. 2. Traditional SEO ability to influence PageRank™ will wane, but will still be important to generate a high volume of traffic . <ul><li>’ One page fits all’ is now a thing of the past. (Wilson, 2007) </li></ul><ul><li>“ SEO’s are going to need to develop new measurements for their campaigns that reside outside of the direct ranking-reports of old. New strategies to tie sites together and ensure that websites are included in communities and that visitors react favorably to them are going to become increasingly important” (Davis, 2007). </li></ul><ul><li>Optimize for social-search sites. Social search sites achieve the “knock-on effect” of driving more traffic to the site thereby positively influencing ranking although this traffic is largely low quality. </li></ul><ul><li>“ Link Popularity of Site in Topical Community” is an important ranking factor (Fishkin, 2007). </li></ul><ul><li>“ Titles & Descriptions are crucial: You need the clickthrough more than ever. Clickthroughs get your site as seen as possibly important to a particular person's profile” (Sullivan, 2007). </li></ul>
    21. 21. 3. Learn new skills and techniques from the realm of marketing research and user research. <ul><li>“ Changes made to improve the visitor behavior on your website are going to increase conversions and keep the visitor there for longer periods of time” (Davies, 2007). </li></ul><ul><li>Search engines are beginning to look at the consumer’s behavior from the search engine to the target sites. Sites that fail to meet consumers’ information search needs will not rank as high in personalized search results. </li></ul><ul><li>“ Corny as it might sound, designing sites for users has never been more important for search marketers than it is today, if for no other reason than the single algorithm you're chasing now will soon be 500 million little ones” (Daffron, 2007). </li></ul>
    22. 22. 3. Learn new skills and techniques from the realm of marketing research and user research. <ul><li>‘ Make the information that a searcher is likely looking for when conducting a specific search easy to find” (Davies, 2007). </li></ul><ul><li>Learn to create synergy between marketing, user experience and SEO. </li></ul><ul><li>Partner with marketing and user experience teams. Identify the market and communities target customers are in. </li></ul><ul><li>Guide site owners through the process. </li></ul><ul><li>Build understanding of how high value users surf the Web and what they do on websites. (Davies, 2007). </li></ul>
    23. 23. 4. Move towards “White Hat” tactics aimed at optimizing for users and their communities and the cascades of information that influence their buying decisions. <ul><li>Use bookmarks whenever possible and specially if they are in communities </li></ul><ul><li>Get listed on Google Maps . </li></ul><ul><li>Optimize for local phrases </li></ul><ul><li>Pulling in traffic from social bookmarking sites and authority communities are great ways to help increase your visitor numbers from people interested in the topic of your site” (Davies, 2007). </li></ul><ul><li>Providing buttons to easily add a Google Gadget or Yahoo! Widget to a personalized home page </li></ul><ul><li>Encouraging users to subscribe to a blog or RSS enables feed. </li></ul><ul><li>Understand search patterns of targeted consumers. </li></ul><ul><li>Build links from topical communities. </li></ul>
    24. 24. 4. Move towards “White Hat” tactics aimed at optimizing for users and their communities and the cascades of information that influence their buying decisions. <ul><li>Get site added to social bookmarking sites. </li></ul><ul><li>Optimize for social network sites like: Digg , Del.icio.us , Reddit , </li></ul><ul><li>Establish a MySpace profile </li></ul><ul><li>Identify and engage with the blog influencers in your niche </li></ul><ul><li>Start blogging. </li></ul><ul><li>Institute a viral link building program to help propel your blog into circulation </li></ul><ul><li>Build a remarkable widget (Wilson, 2007) </li></ul>
    25. 25. 5. Adopt new SEO tactics aimed at personalized search engines. <ul><li>Optimize for Social Search. </li></ul><ul><li>Optimize for Social Networks. </li></ul><ul><li>Optimize for: </li></ul><ul><ul><li>Google Personalized Homepage </li></ul></ul><ul><ul><li>Google Bookmarks </li></ul></ul><ul><ul><li>Google Reader </li></ul></ul>
    26. 26. Contact Information <ul><li>Joel Tachau </li></ul><ul><li>Sr. Information Architect </li></ul><ul><li>Avenue A | Razorfish </li></ul><ul><li>[email_address] </li></ul><ul><li>Note: The researcher is an information architect on the User Experience team at Avenue A | Razorfish and is not part of the SEO or SEM team. </li></ul>
    27. 27. References <ul><li>Avenue A | Razorfish. (2006a, September). Integrated digital marketing positioning deck . Retrieved May 21, 2007 from http://marketing/asset_library/ </li></ul><ul><li>Battelle, J. (2005). The search: how Google and its rivals rewrote the rules of business and transformed our culture. New York: The Penguin Group. </li></ul><ul><li>Daffron, E. (2007, February 7). When Google changes, SEO takes it personally. Search Engine Watch . Retrieved May 13, 2007 from http://clickz.com/showPage.html?page=clickz_print&id=3624877 </li></ul><ul><li>Davies, D. (2007, April 25). Personalization and the death of SEO. WebProNews . Retrieved April 29, 2007 from http://www.webpronews.com/expertarticles/2007/04/25/personalization-and-the-death-of-seo </li></ul><ul><li>Fishkin, R. & Pollard, J. (2007, April 3). Google search engine ranking factors. SEOMoz . Retrieved May 24, 2007 from http://www.seomoz.org/article/search-ranking-factors </li></ul><ul><li>Hotchkiss, G. (2007g, April 20). More food for thought on Google’s Web history announcement. Out of My Gord . Retrieved May 1, 2007 from http://www.outofmygord.com/archive/2007/04/20/More-food-for-thought-on-Googles-Web-history-announcement.aspx </li></ul><ul><li>Hotchkiss, G. (2007, June 7). Planning for personalization. Search Insider . Retrieved June 7 from http://blogs.mediapost.com/search_insider/?p=54 </li></ul>
    28. 28. References <ul><li>Johnson, S. (2005, January 27). Personalized search. iMedia Connection: Search Engines Retrieved April 11, 2007, from http://www.imediaconnection.com/content/4977.asp </li></ul><ul><li>Kotler, P., & Keller, K. L. (2006). Marketing management (12 ed.). Upper Saddle River, NJ: Pearson Prentice Hall. </li></ul><ul><li>LeapTag. (2006 - 2007). LeapTag Blog. http://leaptag.typepad.com/ </li></ul><ul><li>Stone, B. (2005, December 19). Hotwiring your search engine: Google a topic, and the results are based on popularity, right? Wrong. Inside the shadowy world of 'SEOs.' [Electronic Version] Newsweek. Retrieved May 24, 2007 from http://www.msnbc.msn.com/id/10415455/site/newsweek/ </li></ul><ul><li>Sullivan, D. (2007a, February 2). Google ramps up personalized search. Search Engine Land. Retrieved April 30, 2007, from http://searchengineland.com/070202-224617.php </li></ul><ul><li>Wilson, N. (2007, February 8). 3 ranking survival tips for Google’s new personalized results. Search Engine Land. Retrieved April 23, 2007 from http://searchengineland.com/070208-134406.php </li></ul>

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