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

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