Evolution Of Search And Its Impact On Marketing

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Evolution Of Search And Its Impact On Marketing

  1. 1. Evolution of search and why we should care! Maryam Mahdaviani maryam@optemo.com 22/9/2010
  2. 2. What does search mean to you?
  3. 3. What does search mean to you?
  4. 4. What does search mean to you?
  5. 5. How much do you care about site search?
  6. 6. Keyword Search User intentions Keywords
  7. 7. “small camera” Keyword Search ? “tiger” “IMC”
  8. 8. How to benefit from keywords  Keyword marketing  Rearranging products accordingly
  9. 9. How to benefit from keywords?
  10. 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. 11. Keyword search is a direct search The other (less popular) form of search is navigational search
  12. 12. Navigational search is more than internet directories
  13. 13. Faceted search combines both paradigms Keyword Search Navigational Search Fast retrieval No need to know the taxonomy Ability to browse
  14. 14. Faceted Search Introduces relevant specs!
  15. 15. Faceted Search Guides the search process
  16. 16. Why is it better?  Gives an overview of available information  Increases the chance of searching
  17. 17. Why is it better?  Gives an overview of available information  Increases the chance of searching  Engages the user!
  18. 18. Faceted Search and Marketing  SEO Friendly!  Elicits direct explicit customer preferences
  19. 19. Measuring the user experience Ran a usability test on BestBuy.ca for 6 weeks
  20. 20. Measuring the user experience  Ran a usability test on Best Buy Canada site for 6 weeks
  21. 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. 22. Measuring the user experience  13% used keyword search  77% used sliders  The remaining 10% checked items on the first page
  23. 23. New search Technologies & Trends Semantic Search Mobile Search Location-based Search
  24. 24.  Semantic search tries to understand the searcher's intent  Keyword disambiguation Providing contextual information Semantic Search
  25. 25. Semantic Search  Should provide a platform for collecting relevant information  Engage the user as much as possible!
  26. 26.  Engage the user with different ways of search  Use images! They are powerful! Optemo Solution for BestBuy.ca
  27. 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. 28. What does it mean for Marketing? It provides much deeper insight into customer behaviour and needs
  29. 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. 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. 31. Mobile Search Site Search Location-based search
  32. 32. Mobile Site Search Main benefit: search on the go Main challenge: small screen
  33. 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. 34. Location-based Search
  35. 35. Location-based Search  Becoming rapidly ubiquitous  Adding more context to the search  Increasing the conversion
  36. 36. Search & Marketing Search is a communication tool Customers are talking with you!
  37. 37. Search & Marketing Look for tools that help you listen to them! And help them communicate more effectively!
  38. 38. Thank You! Please contact me at maryam@optemo.com @mmaryam @optemo

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