SLCSEM.org State of Search Marketing with Danny Sullivan

Trends In Search Marketing Danny Sullivan Editor-In-Chief Search Engine Land http://searchengineland.com

Two Big Trends
Social as the new “equal” link building
Google can ’t count Facebook & Twitter
Google+ is “ballot box” it can count
Balancing act with being a search engine
Mobile Search growing
People need to adapt sites for visitors
App search replacing keyword search?

http://searchengineland.com/seotable

Search 1.0: “ On The Page ”
First generation web search
Location & frequency of search terms on the page influences which pages rank first

1 9 9 5 1 9 9 7

Search 2.0: Link Analysis
Use “ off the page ” factors so webmasters can ’ t manipulate (so easily)
Clickthrough
Links: “ democratic nature of the web ”
AKA PageRank, though PageRank is how important a link is, independent of context
Context = anchor text, the actual words in (or near) the links

1998 2003

Search 3.0: Blended Search
Not about ranking factors but shift to vertical or blended search
“ Universal Search” with Google in 2007
Yahoo, Bing & Ask also push in 2007
Search 3.0: The Blended & Vertical Search Revolution http://selnd.com/yfz63D

Search 4.0: Personalized & Social Search
Reshaping results based on …
Where you are
What you ’ ve searched for
What you personally do or visit
What others you know do or share
What people in aggregate do or visit
Both Google & Bing do in various ways
Search 4.0: Social Search Engines & Putting Humans Back In Search http://selnd.com/wTDIN

2007 2009

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

Google Personalization
Previous Search
Search History (Clicks)
Web History (Visits) …
Location…

Search & Web History

Search & Location

2010 2012

SPYW: Social Meets Personal

Bing: Social Meets Personal

Search Plus Your World

Social Search: Google

So Is SEO Dead?
More important than ever
Rich snippets
Authorship
Building social along with links
Optimization within Google+ page recommendations
It’s more confusing than ever!...

Continued Hunt For Quality
2004-2006
Trust
Quality
2011
Blocking
“ Thin” Content
2012
Top heavy ads

When Desktop Search Drops…

Mobile Search Rises Live Blog: Google Unveils Voice Search http://selnd.com/j7WpE3

Mobile Makes Search “Always On” Google: 62% Of V-Day Restaurant Searches Were Mobile http://selnd.com/Ax3KNk

Life In A Mobile Search World
Rankings, yes, but…
More about being local than mobile site 14 Differences Between Mobile Search & Desktop Search Results http://selnd.com/yoCgF0
Bigger shift in how we search
Voice as new “gatekeeper”
Apps over the search box
Landing page experience

Siri Will Change The World!
Has for Wolfram Alpha
Siri is 25% of its searches http://selnd.com/zi3C56
But hasn’t really transformed local search despite the Yelp tie-in

This Is The Revolution?

Googling It Still Better

But May Change

All About The Apps? More People Now Using Mobile Apps Than Browser http://selnd.com/yIK0F7

Search Is Dead, Long Live The App! Mobile Apps: Search By Another Name http://selnd.com/bsbVVB “ 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

Then Again, Find The Search Apps iTunes Charts: Free Apps http://www.apple.com/itunes/charts/free-apps/

Then Again, Find The Search Apps

Mobile Search Still Evolving
Search is “native app” in smartphones
Google: iOS & Android (mostly)
Windows Phone: Bing
Siri may help more apps “go native”
As might Google Voice Actions
Apps do help us rethink what “search” is

There’s A Google For That…
Urbanspoon taps into huge database of restaurants and reviews
Knows your location, so can “pre-search” your area
Yes, shaking is search

And It Might Not Be Google
Foursquare combines user tips with location
“ Explore” is like tricorder for what’s around you
Checking in is search!
Foursquare: More Than Fun & Games, A Potent Local Search Tool http://selnd.com/ngj5B8

But Mobile Visitors Are Different… Infographic: Holiday Shopping In A Mobile & Tablet World http://bit.ly/ySU8Tg

Mobile Unique From Desktop & Tablets

Soft Landing For Mobile Visitors?
Mobile-friendly version of site?
Click-to-call? App for repeat visitors?
52% Of Local-Mobile Search Clicks Turned Into Calls http://selnd.com/AAeQKC

Seriously, Click-To-Call…

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.

Search Engine Land http://searchengineland.com Marketing Land http://marketingland.com

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