Your SlideShare is downloading. ×
0
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Baidu World 2010-"Open" the Near Future of Search
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Baidu World 2010-"Open" the Near Future of Search

1,746

Published on

Published in: Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,746
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
4
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. Baidu World 2010<br />The Future of ‘Open’ Search <br />in the Global Market<br />Jeffrey Pruitt<br />Partner and CEO, Tallwave<br />Chairman, Search Engine Marketing <br />Professionals Organization (SEMPO)<br />2 September 2010<br />
    • 2. What is the purpose of search engines?<br />Search<br />
    • 3. Equal Opportunity and Access to Anyone Anywhere<br />
    • 4. Relevance<br />
    • 5. Search in 2001…<br />Sorting the World’s Information on the Web<br />
    • 6. Search in 2008…<br />Real-time<br />Twitter results<br />Organic results<br />Including stock quotes, and <br />site links <br />Store locater<br />Video Results<br />Local Results<br />
    • 7. USEFULLNESS<br />
    • 8. Delivering results based on consumer intent<br />Auto insurance quote<br />Auto cheap insurance quote<br />Auto insurance plan quote<br />Free online auto insurance quote<br />Auto insurance company<br />Progressive auto insurance<br />All state auto insurance<br />Geico auto insurance<br />Cheap auto insurance<br />Auto cheap insurance<br />Discount auto insurance<br />Compare auto insurance<br />Auto insurance online<br />Online auto insurance<br />Insurance auto auction<br />
    • 9. Who is winning the game of being useful?<br />Engines or Apps?<br />
    • 10. Once a destination, now an application<br />Source: http://searchengineland.com/john-battelle-on-the-future-of-search-38382<br />
    • 11. Another App. Then say, Find a Restaurant, Food, Price, Reviews, Book Table, <br />Source: http://searchengineland.com/john-battelle-on-the-future-of-search-38382<br />
    • 12. Opening the Door<br />
    • 13. Baidu: In real-time<br />Current Baidu Open SERP<br />Today, users can obtain real-time results and take actions directly on the search engine results page (Baidu Open)<br />
    • 14. What do Advertisers Want?<br />Connections and Conversions<br />
    • 15. Users want relevant, useful and immediate accessto <br />all digital assets at their fingertips<br />Search<br />
    • 16. Advertisers, Let’s do our HOMEWORK<br />
    • 17. By analyzing large amounts of unstructured consumer data online…<br />Keyword Research<br />
    • 18. You can begin to understand the path a consumer takes to your brand…<br />Keyword Nomenclature Map<br />
    • 19. From category awareness to purchase<br />Purchase Funnel<br />TV<br />1st tier keywords<br />Sony TV<br />2nd tier keywords<br />Sony flat screen TV<br />3rd tier keywords<br />Sony flat screen TV deals<br />4th tier keywords<br />Sony flat screen TV deals on Amazon<br />Long tail keywords<br />
    • 20. What if you could help shape the future of Search, to make it more Useful?<br />
    • 21. Have your brand in the top position?<br />
    • 22. There are a few things advertisers should consider to Achieve this…..<br />Do you know what messaging the Users are looking for?<br />Do you have data, queries or actions that Search Engines can process?<br />Is your data Extractable?<br />Can you Monetize it?<br />Do you Intend on Mapping New Content ongoing?<br />
    • 23. How do you Integrate with Baidu Open?<br />Keep in mind a few guidelines for your data<br />How to process your data<br />Decide the keywords that you want to be included within Baidu’s Open Search results<br />Choose a template<br />Create and submit the XML files<br /><ul><li>Comprehensive
    • 24. Accurate
    • 25. Unique
    • 26. Up-to-date</li></li></ul><li>Useful examples of ‘Open’ in the Global market!<br />
    • 27. Yahoo! Search Monkey: Leveraging Web Data<br />
    • 28. Google Universal Search: Real-time Results<br />
    • 29. Google Universal Search: Products<br />Product Photos<br />Reviews<br />Ad Sitelinks<br />Branding<br />SEO<br />Feeds<br />
    • 30. Google Ad Sitelinks: Examples<br />Two-line format (for exceptionally high quality ads where one ad provides the ‘best’ answer)<br />One-line format (for high quality ads, can appear for multiple ads on the same page.) <br />
    • 31. Google Ad Sitelinks: Best Practices<br />
    • 32. Microsoft Bing: Travel<br />Enhanced results that deliver a richer, more organized experience<br />
    • 33. Microsoft Bing: Travel<br />Fare prediction simplifies key tasks<br />
    • 34. Microsoft Bing: Health<br />Integrated content that deliver a richer, more organized experience<br />Instant Answers from content partners including: Mayo Clinic, Medline Plus, Gold Standard, Rodale Network, Prevention, <br />
    • 35. Facebook IntegrationShare & Connect | Social Media<br />Microsoft Bing: Social <br />Media Integration<br />
    • 36. Going for Gold<br />
    • 37. Baidu’s Open Platform<br />Financial<br />Information<br />Software Download<br />More<br />Integration<br />TV Channel<br />Guide<br />Goal<br />List<br />
    • 38. Box computing is bringing a better searching experience<br />今天限行号码<br />Weather and Travel<br />
    • 39. Box computing is bringing a better searching experience<br />Entertainment<br />新三国<br />开心网 <br />亚运会<br />
    • 40. Box computing is bringing a better searching experience<br />Sports<br />World Cup Competition Schedule<br />
    • 41. Box computing is bringing a better searching experience<br />Products and Services<br />Digital cameras<br />Stock prices<br />Merchant bank service hotline<br />
    • 42. Top Five benefits of an Open Search Platform<br />Run promotionsand seasonal offers<br />Shorten the path to purchase for the user and create an actionable on-site experience<br />Track the results after the switch to ‘open’ and continuously optimize<br />Interact directly with search engines / qualified agencies to select the most relevant keywords for your products<br />Manage the search engine results page to promote and protect your brand through integrated SEM, SEO and Social Media<br />
    • 43. Baidu’s Open Search Platform<br />Sign-up and verify your site<br />Choose your keywords to display data<br />Submit you data in XML form<br />
    • 44. Baidu’s Open Search Platform<br />Baidu Open Search Platform<br />Baidu Brand Zone<br />Baidu News Integration<br />Baidu Natural Search Results<br /><ul><li>Official portals
    • 45. Third-party evaluation
    • 46. Advertorials
    • 47. Wikipedia
    • 48. BBS</li></li></ul><li>Resources<br />www.tallwave.com/baidu2010<br />Links to resources used for this presentation<br />
    • 49. “Do or do not... there is no try!”<br />
    • 50. Thank you<br />Jeffrey Pruitt<br />Partner and CEO, Tallwave<br />Chairman, Search Engine Marketing <br />Professionals Organization (SEMPO)<br />2 September 2010<br />

    ×