State of Search Marketing with Danny Sullivan


Published on editor in chief Danny Sullivan speaks to a crowd of 125+ Search Marketers in Salt Lake City Utah, February 22, 2012.

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  1. 1. Trends In Search Marketing Danny Sullivan Editor-In-Chief Search Engine Land
  2. 2. Two Big Trends <ul><li>Social as the new “equal” link building </li></ul><ul><ul><li>Google can ’t count Facebook & Twitter </li></ul></ul><ul><ul><li>Google+ is “ballot box” it can count </li></ul></ul><ul><ul><li>Balancing act with being a search engine </li></ul></ul><ul><li>Mobile Search growing </li></ul><ul><ul><li>People need to adapt sites for visitors </li></ul></ul><ul><ul><li>App search replacing keyword search? </li></ul></ul>
  3. 3.
  4. 4. Search 1.0: “ On The Page ” <ul><li>First generation web search </li></ul><ul><li>Location & frequency of search terms on the page influences which pages rank first </li></ul>
  5. 5. 1 9 9 5 1 9 9 7
  6. 6. Search 2.0: Link Analysis <ul><li>Use “ off the page ” factors so webmasters can ’ t manipulate (so easily) </li></ul><ul><li>Clickthrough </li></ul><ul><li>Links: “ democratic nature of the web ” </li></ul><ul><ul><li>AKA PageRank, though PageRank is how important a link is, independent of context </li></ul></ul><ul><ul><li>Context = anchor text, the actual words in (or near) the links </li></ul></ul>
  7. 7. 1998 2003
  8. 8. Search 3.0: Blended Search <ul><li>Not about ranking factors but shift to vertical or blended search </li></ul><ul><ul><li>“ Universal Search” with Google in 2007 </li></ul></ul><ul><ul><li>Yahoo, Bing & Ask also push in 2007 </li></ul></ul>Search 3.0: The Blended & Vertical Search Revolution
  9. 9. Search 4.0: Personalized & Social Search <ul><li>Reshaping results based on … </li></ul><ul><ul><li>Where you are </li></ul></ul><ul><ul><li>What you ’ ve searched for </li></ul></ul><ul><ul><li>What you personally do or visit </li></ul></ul><ul><ul><li>What others you know do or share </li></ul></ul><ul><ul><li>What people in aggregate do or visit </li></ul></ul><ul><li>Both Google & Bing do in various ways </li></ul>Search 4.0: Social Search Engines & Putting Humans Back In Search
  10. 10. 2007 2009
  11. 11. Personalized Search (Early) Results are reordered based on what ’s deemed to be your personal preferences. Pages move up, down, in or out of top 10
  12. 12. Google Personalization <ul><li>Previous Search </li></ul><ul><li>Search History (Clicks) </li></ul><ul><li>Web History (Visits) … </li></ul><ul><li>Location… </li></ul>
  13. 13. Search & Web History
  14. 14. Search & Location
  15. 15. 2010 2012
  16. 16. SPYW: Social Meets Personal
  17. 17. SPYW: Social Meets Personal
  18. 18. SPYW: Social Meets Personal
  19. 19. Bing: Social Meets Personal
  20. 20. Bing: Social Meets Personal
  21. 21. Search Plus Your World
  22. 22. Social Search: Google
  23. 23. So Is SEO Dead? <ul><li>More important than ever </li></ul><ul><ul><li>Rich snippets </li></ul></ul><ul><ul><li>Authorship </li></ul></ul><ul><ul><li>Building social along with links </li></ul></ul><ul><ul><li>Optimization within Google+ page recommendations </li></ul></ul><ul><li>It’s more confusing than ever!... </li></ul>
  24. 24. Continued Hunt For Quality <ul><li>2004-2006 </li></ul><ul><ul><li>Trust </li></ul></ul><ul><ul><li>Quality </li></ul></ul><ul><li>2011 </li></ul><ul><ul><li>Blocking </li></ul></ul><ul><ul><li>“ Thin” Content </li></ul></ul><ul><li>2012 </li></ul><ul><ul><li>Top heavy ads </li></ul></ul>
  25. 25. When Desktop Search Drops…
  26. 26. Mobile Search Rises Live Blog: Google Unveils Voice Search
  27. 27. Mobile Makes Search “Always On” Google: 62% Of V-Day Restaurant Searches Were Mobile
  28. 28. Life In A Mobile Search World <ul><li>Rankings, yes, but… </li></ul><ul><ul><li>More about being local than mobile site 14 Differences Between Mobile Search & Desktop Search Results </li></ul></ul><ul><li>Bigger shift in how we search </li></ul><ul><ul><li>Voice as new “gatekeeper” </li></ul></ul><ul><ul><li>Apps over the search box </li></ul></ul><ul><ul><li>Landing page experience </li></ul></ul>
  29. 29. Siri Will Change The World! <ul><li>Has for Wolfram Alpha </li></ul><ul><ul><li>Siri is 25% of its searches </li></ul></ul><ul><li>But hasn’t really transformed local search despite the Yelp tie-in </li></ul>
  30. 30. This Is The Revolution?
  31. 31. Googling It Still Better
  32. 32. But May Change
  33. 33. All About The Apps? More People Now Using Mobile Apps Than Browser
  34. 34. Search Is Dead, Long Live The App! Mobile Apps: Search By Another Name “ Search hasn ’ t happened on mobile devices … people are not searching on a mobile device like they do on the desktop” “ We discovered something — people are going into apps. They ’ re not just going onto to websites....This is an entirely new thing — they aren ’ t using search, they ’ re using apps like Yelp. – Steve Jobs, June 2010
  35. 35. Then Again, Find The Search Apps iTunes Charts: Free Apps
  36. 36. Then Again, Find The Search Apps
  37. 37. Mobile Search Still Evolving <ul><li>Search is “native app” in smartphones </li></ul><ul><ul><li>Google: iOS & Android (mostly) </li></ul></ul><ul><ul><li>Windows Phone: Bing </li></ul></ul><ul><li>Siri may help more apps “go native” </li></ul><ul><ul><li>As might Google Voice Actions </li></ul></ul><ul><li>Apps do help us rethink what “search” is </li></ul>
  38. 38. There’s A Google For That… <ul><li>Urbanspoon taps into huge database of restaurants and reviews </li></ul><ul><li>Knows your location, so can “pre-search” your area </li></ul><ul><li>Yes, shaking is search </li></ul>
  39. 39. And It Might Not Be Google <ul><li>Foursquare combines user tips with location </li></ul><ul><li>“ Explore” is like tricorder for what’s around you </li></ul><ul><li>Checking in is search! </li></ul>Foursquare: More Than Fun & Games, A Potent Local Search Tool
  40. 40. But Mobile Visitors Are Different… Infographic: Holiday Shopping In A Mobile & Tablet World
  41. 41. Mobile Unique From Desktop & Tablets
  42. 42. Mobile Unique From Desktop & Tablets
  43. 43. Soft Landing For Mobile Visitors? <ul><li>Mobile-friendly version of site? </li></ul><ul><li>Click-to-call? App for repeat visitors? </li></ul>52% Of Local-Mobile Search Clicks Turned Into Calls
  44. 44. Seriously, Click-To-Call…
  45. 45. Some Takeaways Search means being found as an app Search is more than keywords in a search box, more than Google. Search is anywhere & anyway people seek answers. And those many ways are all diverse opportunities for marketers.
  46. 46. Search Engine Land Marketing Land