The Stream – key takeaways People are starting at the stream rather than search engines Users own the stream - not the brand Streams = more rich media content and more text Brands now own less than a ¼ of the content1 The stream creates the semantic web – are you ready for web 3.0? 1 360i - 2009
Why is the stream Concept important for search? I’m going cover this for you in four parts : Distributed content Change in content type Live content New types of search
CONTENT is changing Text rich - just how search wants it. Stream content – who do we optimize for? Multimedia – no indexable text
LIVE CONTENT – the chink in Google's armor?
New Types of search Tweet deck: Organized live search Video and image search: You Tube is now the 2nd most used search engine on the web People search Search social and business networks for friends, jobs, colleagues
Optimize the stream Google is still the big dog for professional content search We now need to optimize the stream for all distributed content Stream results are started to be blended into Google results Distributed content and stream optimization drive Google search results – remember links are king Paid search strategy needs to shift to focus on the best content available professional or in the stream
Search becomes a threat to your brand in the stream You don’t own the content Mud sticks & never seems to wash out If your not there you’re square There is no editor in the stream
Embrace engagement marketing to optimize stream content