The Future of Search Panelist - Anne Kennedy

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The Future of Search

This session, presented by a panel of Search and Social media experts from SEMpdx, will discuss what you need to know as a user of search engines and as a marketer on search engines. Topics covered will include: personalization of search results, mobile and local search, real time search, social search, and the shift in ranking algorithms.

* Moderator: Lisa Williams, President, Media Forte Marketing
* Anne Kennedy, Partner, Beyond Ink
* Scott Fish, Director of SEO, EngineWorks
* Hallie Janssen, VP, Anvil Media, Inc.
* Ben Lloyd, President, Amplify Interactive

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The Future of Search Panelist - Anne Kennedy

  1. 1. The Future of Search/Local ANNE KENNEDY International Search Strategist FOUNDER & PARTNER | BEYOND INK DIRECTOR OF MARKETING | JOBLR.NET Online Marketing Summit Portland 2010
  2. 2. Local Search Now and Forward <ul><li>How do Google, Yahoo and Bing calculate local rankings or how you can position yourself better within them? </li></ul><ul><li>Why does this matter more than a Top-10 ranking for your site? </li></ul><ul><li>What’s new? </li></ul>
  3. 3. 1 Local Search Results
  4. 4. Google SERP Today -- Local 10-pack pushed most results below the fold -- A B C D The Fold
  5. 5. Local SERP Elements <ul><li>A . AdWords </li></ul><ul><ul><li>Pay-per-clicks text ads </li></ul></ul><ul><ul><li>Auction-based </li></ul></ul><ul><ul><li>Quality Score driven </li></ul></ul><ul><li>B . AdWords Ad Extensions </li></ul><ul><ul><li>Paid map markers of an individual advertiser’s location </li></ul></ul><ul><ul><li>Better visibility in AdWords </li></ul></ul><ul><li>C . Local pack – 7 or 10 </li></ul><ul><ul><li>Map-related organic listings based on many sources of data </li></ul></ul><ul><ul><li>Reviews added from Yelp, Citysearch etc. </li></ul></ul><ul><ul><li>Add it yourself via Google Places </li></ul></ul><ul><li>D . #1 Organic listing --  </li></ul>
  6. 6. www.google.com/local/add
  7. 7. http://listings.local.yahoo.com/ Free $9.95/month
  8. 8. http://www.bing.com/local/
  9. 9. Local Search Tips and Tweaks <ul><li>Basic </li></ul><ul><ul><li>Register with Google Places, Yahoo Local or Bing Local to get your business into local results </li></ul></ul><ul><ul><ul><li>hint: you don’t even need a website, but if you have one, use your Contact Us page as the destination </li></ul></ul></ul><ul><li>Better </li></ul><ul><ul><li>Business name & description include city name and service or product name </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><li>Best </li></ul>
  10. 10. For Complete Details <ul><li>Local Search Ranking Factors - David Mihm </li></ul><ul><ul><li>58 positive ranking factors </li></ul></ul><ul><ul><li>11 negative factors </li></ul></ul><ul><ul><li>Most important data providers </li></ul></ul><ul><ul><li>Most important review engines </li></ul></ul><ul><ul><li>And collected wisdom of 32 expert SEO’s </li></ul></ul>
  11. 11. 2 Mobile
  12. 12. Mobile and Local <ul><li>Dispersed, Ubiquitous & On-demand Consumption </li></ul><ul><li>Google on board </li></ul><ul><ul><li>CEO Eric Schmidt stated at the 2010 Mobile World Congress their new mantra & current strategy is “ Mobile First ” </li></ul></ul><ul><ul><li>Google acquired mobile ad network AdMob for $750 million . </li></ul></ul><ul><li>Apple puts big bucks in mobile </li></ul><ul><ul><li>Acquired mobile ad platform Quattro Wireless for $275 Million Jan 2010 </li></ul></ul><ul><li>Maps bring searchers to your place of business </li></ul><ul><li>Mobile searcher = closest to converting </li></ul>
  13. 13. Optimizing for Mobile <ul><li>It’s complicated </li></ul><ul><ul><li>Have a mobile site: Only 13% use smart phones </li></ul></ul><ul><ul><li>Different mobile crawlers evaluate your sites differently; you need on deck & off tactics </li></ul></ul><ul><ul><li>Multiple indices; duplicate content risk </li></ul></ul><ul><ul><li>Multiple ranking signals, differ by provider </li></ul></ul><ul><ul><li>You need discrete mobile keyword research </li></ul></ul><ul><li>“ Mobile Marketing: Finding You Customers No Matter Where They Are” - Cindy Krum </li></ul>
  14. 14. 3 Spatial Search: Apps for Maps
  15. 15. Data with its rightful placement <ul><li>2. Spatial Search.– </li></ul>
  16. 16. Bing Street View
  17. 17. ANNE KENNEDY International Search Strategist FOUNDER & PARTNER | BEYOND INK DIRECTOR OF MARKETING | JOBLR.NET Thank you. USA - Portland Maine & Portland Oregon International Partners – Nordic eMarketing |Rejkjavik, London, Prague, Beijing anne@beyondink.com | Global: +1 207 671 6131 Twitter - http://www.twitter.com/AnneKennedy

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