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Evolution Of Search And Its Impact On Marketing

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Evolution Of Search And Its Impact On Marketing Presentation Transcript

  • 1. Evolution of search and why we should care! Maryam Mahdaviani [email_address] 22/9/2010
  • 2. What does search mean to you?
  • 3. What does search mean to you?
  • 4. What does search mean to you?
  • 5. How much do you care about site search?
  • 6. Keyword Search User intentions Keywords
  • 7. “ small camera” Keyword Search ? “ tiger” “ IMC”
  • 8. How to benefit from keywords
    • Keyword marketing
    • Rearranging products accordingly
  • 9. How to benefit from keywords?
  • 10.
    • % of successful and unsuccessful searches
    • Conversion ratio of visitors who use onsite search
    • Session duration for all sessions that included searches
    • What site visitors did after they used the onsite search
    Site Search KPIs
  • 11. Keyword search is a direct search The other (less popular) form of search is navigational search
  • 12. Navigational search is more than internet directories
  • 13. Faceted search combines both paradigms Keyword Search Navigational Search Fast retrieval No need to know the taxonomy Ability to browse
  • 14. Faceted Search Introduces relevant specs!
  • 15. Faceted Search Guides the search process
  • 16. Why is it better?
    • Gives an overview of available information
    • Increases the chance of searching
  • 17. Why is it better?
    • Gives an overview of available information
    • Increases the chance of searching
    • Engages the user!
  • 18. Faceted Search and Marketing
    • SEO Friendly!
    • Elicits direct explicit customer preferences
  • 19. Measuring the user experience Ran a usability test on BestBuy.ca for 6 weeks
  • 20. Measuring the user experience
    • Ran a usability test on Best Buy Canada site for 6 weeks
  • 21. Measuring the user experience
    • Ran a usability test on Best Buy Canada site for 6 weeks
    • Provided users with keyword search and sliders
  • 22. Measuring the user experience
    • 13% used keyword search
    • 77% used sliders
    • The remaining 10% checked items on the first page
  • 23. New search Technologies & Trends Semantic Search Mobile Search Location-based Search
  • 24.
    • Semantic search tries to understand the searcher's intent
    • Keyword disambiguation
    • Providing contextual information
    Semantic Search
  • 25. Semantic Search
    • Should provide a platform for collecting relevant information
    • Engage the user as much as possible!
  • 26.
    • Engage the user with different ways of search
    • Use images! They are powerful!
    Optemo Solution for BestBuy.ca
  • 27. A Shift for SEO
    • No more keyword matching, keyword density, and ranking in the search engine results page
    • Need to know:
    • How the audience think and behave online
    • Latent or hidden relationships between ideas
    • The ways people express those ideas
  • 28. What does it mean for Marketing? It provides much deeper insight into customer behaviour and needs
  • 29. Real-time Search
    • Twitter / Facebook phenomena has started a new chapter for online marketing
    • If your site hosts real-time data you should consider on-site real-time search engines
  • 30. Real-time Search You already use social networks to get the word out but you should also use real time engines to:
    • Learn about trends
    • Fine tune your messaging
    • Evaluate your campaigns
  • 31. Mobile Search Site Search Location-based search
  • 32. Mobile Site Search Main benefit: search on the go Main challenge: small screen
  • 33. Mobile Site Search – Overcoming the Challenge
    • Native applications, mobile browser optimization or both?
    • Collect information, learn how they use their phones
    • Market your mobile features!
  • 34. Location-based Search
  • 35. Location-based Search
    • Becoming rapidly ubiquitous
    • Adding more context to the search
    • Increasing the conversion
  • 36. Search & Marketing Search is a communication tool Customers are talking with you!
  • 37. Search & Marketing Look for tools that help you listen to them! And help them communicate more effectively!
  • 38. Thank You! Please contact me at [email_address] @mmaryam @optemo