Presentation for Exl Pharma Conference about Future of Search

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My presentation for the Exl Pharma Conference covering the history of search engines, how they are changing and how search engine algorithms impact online health care marketing.

My presentation for the Exl Pharma Conference covering the history of search engines, how they are changing and how search engine algorithms impact online health care marketing.

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  • Need mobile health search data Based on a comscore study in 2011, 18.5 million US mobile users looked for health information via their mobile device. At 50.4% - US mobile smart phone users (March 2012)
  • Katherine – impact of adding Facebook Like button
  • And voice search data….
  • “ for instance” example here - low sodium diet Pulls from Twitter, Foursquare, Quora, LinkedIn, Google Plus and Blogger 
  • Talk about voice search
  • View the rest of the public questions can be found here:
  •   Google will dive into the relationship between those words, how they work together, and attempt to understand what those words mean. Google will understand that “their” and “they’re” has two different meanings and when “New” and “York” are placed together, it changes the meaning.
  • Need data here on mobile usage
  • Data here from health care use of mobile apps, mobile health searches,


  • 1. Being Found Online Today &Predictions for Tomorrow July 16, 2012
  • 2. Today’s Mental Journey:• Why search & social matter, and are important for health care companies.• A little search engine history.• Discuss how search engines and search activity have significantly changed over the years.• Focus on where search and social is now, and how that impacts how consumers are finding your information online & via their mobile phone.Key takeaway: Know your audience2 | 7.12.11
  • 3. Consumers Rely on Search Engines3 | 7.12.11
  • 4. Doctors Demand Mobile4 | 7.12.11
  • 5. The Most Important Transition From Keywords Entities and Connections5 | 7.12.11Cartoon on left by Peter Steiner © 2012
  • 6. Quick Search Engine History6 | 7.12.11
  • 7. Search Engines - 1994• Built on a thesis sharing system.• Keywords and labeling mattered.• Search engines needed links to find and crawl your site.• You needed in-bound links to get the few people online to find your site.7 | 7.12.11
  • 8. Search Engines – 1996-2007• Introduction of PageRank, some links matter more than others.• Introduce verticals: - Google News (2002) - Book search (2004) - Scholar (2004) - Blog search (2005) - Google base (2005) - Google video (2006)• Combine the verticals together with Universal search (2007).8 | 7.12.11
  • 9. Search Results – 2008-2011 • Search Results become Personalized (2008). • Matt Cutts (head of Web Spam at Google) states that “rankings are dead.” - Behavior Intent - Universal Search - Geographic location - Previous Search History • Google announces that it makes a change a day (2009).9 | 7.12.11Photo © Copyright 2012 Search Engine Journal
  • 10. Search Results – Personalized in 201210 | 7.12.11
  • 11. Facebook “Like” Buttons REALLYDo Increase Traffic11 | 7.12.11
  • 12. Search Results Today12 | 7.12.11
  • 13. Google Search – 2012 Knowledge GraphImages from Google+ Paid Ads My brother Geo Local results All personalized to me. Direct answers are now displayed in search.13 | 7.12.11
  • 14. Google – Powered by Your Google Data14 | 7.12.11
  • 15. Bing Search - 2012• Similar to Google, but has interesting Facebook and Twitter integration features.• You can ask your friends questions directly from search.15 | 7.12.11
  • 16. Bing – Powered by Your Microsoft Data16 | 7.12.11
  • 17. Recent Google Algorithm Changes17 | 7.12.11
  • 18. Being Real & Relevant Online• Build traffic to your website or social profile by creating quality content that speaks to your target audience (by using their words), and building links that are natural.• Panda Update• Removed low quality content from the search engine. Based on algorithmic learning from human raters.• Penguin Update• Removed sites with links pointing to them from low value sites, or from sketchy domains. Any links that looked “weird.”18 | 7.12.11
  • 19. Human Intelligence and ReviewThere are real life people that review and evaluate search results!A sampling of the questions that they are paid to answer:1. Does the page provide substantial value when compared to other pages in search results?2. For a health related query, would you trust information from this site?3. Is this the sort of page you’d want to bookmark, share with a friend, or recommend?4. Would users complain when they see pages from this site?19 | 7.12.11
  • 20. Target Your Audience by Language US Search UK Search20 | 7.12.11
  • 21. New Google Language and Country CodingNew href=Lang Tag21 | 7.12.11
  • 22. Search Engines Know You22 | 7.12.11
  • 23. Google’s Knowledge Graph23 | 7.12.11
  • 24. Google Health SearchesRolled out in Feb 2012:24 | 7.12.11
  • 25. Schema.orgWhat is it?Enhanced code in the html that creates richer snippets in search.Supported by all search engines.Increases rank and click through.25 | 7.12.11
  • 26. Schema Updates – Health and MedicalThe proposed new schema markup focused on “surfacing the existence of and relationships between entities described in content”: • MedicalCondition • Drug • MedicalGuidelines • MedicalWebPage • MEdicalScholarlyArticleTo learn more: www.schema.org26 | 7.12.11
  • 27. Mobile Intelligence27 | 7.12.11
  • 28. Mobile App vs Mobile Landing Page • 4.5 listings in search results screen. • Top rankings driven by: - Daily usage - Overall downloads - Reviews - Likes • Users have to download app to see information. • Only 5% of users keep an app after the first month.28 | 7.12.11
  • 29. Page Load Speed29 | 7.12.11
  • 30. Google Now – Serving You Infowithout Searching30 | 7.12.11
  • 31. Two Parting Thoughts….1. Know your Customer • Use their language. • Have them test your message. • Create search personas and measure against assumptions. • Provide online information they want to share.2. Be Mobile • Do keyword research to find your mobile customer. • Mobilize your online properties.31 | 7.12.11
  • 32. Additional Reading….Ketchum Resources:•• Ketchum’s Digital Living Index:• From - FDA’s New Social media Guidelines - How do I handle unsolicited inquires for off-label use? - Is Your Web Domain in Order for Responding to Unsolicited Requests?32 | 7.12.11
  • 33. ContactKatherine