Let Me Google That For You

  • 1,262 views
Uploaded on

Search has evolved into one of the most critical pillars of the modern web ecosystem - search engines don't just send people to websites, they can make or break brands, influence opinion, and take the …

Search has evolved into one of the most critical pillars of the modern web ecosystem - search engines don't just send people to websites, they can make or break brands, influence opinion, and take the pulse of the world in real-time.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
1,262
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
1
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. flickr // Erik Pitti
  • 2. hi there i’m sean mulholland
  • 3. hi there i’m sean mulholland today we’ll be talking about search
  • 4. hi there i’m sean mulholland today we’ll be talking about search beyond keywords and links
  • 5. search marketing is often thought of as… • Driving direct traffic on your site. • Optimizing your website to rank more highly. • Largely dependent on things like keywords, links, and tags. or… • Paid search marketing (PPC/CPC) ads. • Conversion tracking and profitability. • AdWords, AdCenter, Yahoo Search Marketing, etc…
  • 6. …but search is about much more than just traffic flickr // doug88888
  • 7. when people search, what do the results influence? • Relevance • A high ranking can associate your site with the search query. • Brand perception • Do you rank well for key terms related to your brand? • Are the results positive? How about 3rd party sites? • Message • Do the 3rd party sites appearing in the results support you? • Are there conflicting messages appearing in the results? • Volume of results • Do you appear once (or not at all) vs. having a dominant presence in the SERPs? * Enqiro / Google “The Brand Lift of Search”
  • 8. for example… * 1st page results on 08/17/09
  • 9. this is a little better * 1st page results on 08/02/09
  • 10. search engines are the gateway to information on the web flickr // hendry
  • 11. everything is searchable
  • 12. sometimes instantly
  • 13. search will surface content you don’t control
  • 14. search will surface content you don’t control and some of those searches won’t be on “search engines”
  • 15. search will surface content you don’t control and some of those searches won’t be on “search engines” and the results won’t always be websites
  • 16. there is a world of search beyond web results • Image search • Video search • Blog search • News search • Real-time search • Trend / Popularity search • People search • Product search
  • 17. beyond your website, what content appears? flickr // respres
  • 18. for example…
  • 19. for example…
  • 20. for example… * 1st page results on 08/05/09
  • 21. for example… * 1st page results on 08/05/09
  • 22. for example…
  • 23. it’s vital to develop and influence 3rd party content • Websites, microsites, or blogs you control • Social networking profiles • A searchable Twitter history • Directory listings • Proprietary site profiles • Third-party mentions in the media or blogosphere • Video, images, and other multimedia • Forums and bulletin boards • Wikipedia, Yelp, review sites, and other social media
  • 24. because that 3rd party content is not just searchable, but trusted
  • 25. and it can have positive effects on your search strategy • Links are the backbone of modern search • Lots of 3rd party content means a high likelihood of inbound links • Lots of inbound links ultimately benefit your root domain
  • 26. thanks for listening. any questions? (www.seanmulholland.com)