SLCSEM.org State of Search Marketing with Danny Sullivan

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

SearchEngineLand.com 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. Trends In Search Marketing Danny Sullivan Editor-In-Chief Search Engine Land http://searchengineland.com
  • 2. 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?
  • 3. http://searchengineland.com/seotable
  • 4. Search 1.0: “ On The Page ”
    • First generation web search
    • Location & frequency of search terms on the page influences which pages rank first
  • 5. 1 9 9 5 1 9 9 7
  • 6. 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
  • 7. 1998 2003
  • 8. 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
  • 9. 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
  • 10. 2007 2009
  • 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. Google Personalization
    • Previous Search
    • Search History (Clicks)
    • Web History (Visits) …
    • Location…
  • 13. Search & Web History
  • 14. Search & Location
  • 15. 2010 2012
  • 16. SPYW: Social Meets Personal
  • 17. SPYW: Social Meets Personal
  • 18. SPYW: Social Meets Personal
  • 19. Bing: Social Meets Personal
  • 20. Bing: Social Meets Personal
  • 21. Search Plus Your World
  • 22. Social Search: Google
  • 23. 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!...
  • 24. Continued Hunt For Quality
    • 2004-2006
      • Trust
      • Quality
    • 2011
      • Blocking
      • “ Thin” Content
    • 2012
      • Top heavy ads
  • 25. When Desktop Search Drops…
  • 26. Mobile Search Rises Live Blog: Google Unveils Voice Search http://selnd.com/j7WpE3
  • 27. Mobile Makes Search “Always On” Google: 62% Of V-Day Restaurant Searches Were Mobile http://selnd.com/Ax3KNk
  • 28. 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
  • 29. 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
  • 30. This Is The Revolution?
  • 31. Googling It Still Better
  • 32. But May Change
  • 33. All About The Apps? More People Now Using Mobile Apps Than Browser http://selnd.com/yIK0F7
  • 34. 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
  • 35. Then Again, Find The Search Apps iTunes Charts: Free Apps http://www.apple.com/itunes/charts/free-apps/
  • 36. Then Again, Find The Search Apps
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. But Mobile Visitors Are Different… Infographic: Holiday Shopping In A Mobile & Tablet World http://bit.ly/ySU8Tg
  • 41. Mobile Unique From Desktop & Tablets
  • 42. Mobile Unique From Desktop & Tablets
  • 43. 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
  • 44. Seriously, Click-To-Call…
  • 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. Search Engine Land http://searchengineland.com Marketing Land http://marketingland.com