Future of search


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Presentation about the changing landscape of online search as it relates to personalization and localization in search engines, local online directories and mobile devices and what these changes mean for your nonprofit, sharing a case study from Planned Parenthood. This is a helpful update to all those wondering about search engine optimization (SEO), pay-per-click (PPC) advertising, local business results and smartphone apps and how to drive quality traffic to your website.

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Future of search

  1. 1. The Future of Search<br />Amman Badlani<br />Manager, Online Marketing and Analytics<br />December 15, 2010<br />
  2. 2. Today’s Session<br /><ul><li>Important recent changes in Search
  3. 3. PPOL’s efforts as they relate to Search
  4. 4. Things you can do
  5. 5. Q&A</li></li></ul><li>Our Mission and Scope<br />Planned Parenthood is a trusted health care provider, an informed<br />educator, a passionate advocate, and a global partner helping similar<br />organizations around the world.<br />Search Marketing is important to Planned Parenthood because it allows<br />people to find and connect to the organization in a way that is growing<br />every year. When it comes to the changing landscape of Search, the key<br />objectives are to:<br /><ul><li>Understand the major changes in detail.
  6. 6. Find out how they can help you meet your goals.</li></li></ul><li>Search and Relevance<br /><ul><li>Search engines are on a never-ending quest for relevance.
  7. 7. Why does this matter for Planned Parenthood?</li></li></ul><li>Search and Relevance<br /><ul><li>Search engines are on a never-ending quest for relevance.
  8. 8. Why does this matter for Planned Parenthood?</li></li></ul><li>Real-Time Search<br /><ul><li>Highly relevant, fresh content from across the entire web
  9. 9. Social networks, news and micro-blogs (e.g., Twitter)</li></li></ul><li>Instant Search<br /><ul><li>Highly relevant, fresh content with search predictions to shorten time to results</li></li></ul><li>Instant Preview<br /><ul><li>Get an idea of the what’s on a page without having to click through
  10. 10. Pinpoint relevant content</li></li></ul><li>Approach<br /><ul><li>Local Search Marketing
  11. 11. Personalization of Search Results
  12. 12. Social Media Optimization(SMO)</li></li></ul><li>Local Search Marketing<br /><ul><li>Includes Local Online Directories, Mobile Search and Smartphone Apps
  13. 13. Helps you connect to local businesses using a variety of different sources and/or tools.</li></li></ul><li>Personalization of Search<br />Personal search:<br /><ul><li>Allows search engines to base their results on your personal preferences
  14. 14. Provides more relevant and useful results</li></ul>How does it work?<br /><ul><li>Signed into your Google or Windows Live account and have Web History enabled
  15. 15. Or up to 180 days of past search information linked to an anonymous cookie stored on your browser</li></li></ul><li>Universal & Personal Search<br />Sponsored listings<br />Local results<br />Organic listings<br />News results<br />
  16. 16. Universal & Personal Search<br />Social network results<br />“Wish list” results<br />Bookmarkedpage results<br />Web history results<br />
  17. 17. Social Media Optimization<br /><ul><li>Social Media affects every aspect of the decision making process
  18. 18. All comes down to Engagement</li></li></ul><li>PPOL’s Efforts<br />
  19. 19. Local Online Directories<br />
  20. 20. Local Online Directories<br />
  21. 21. Mobile Search<br />Let’s move on to Mobile Search. Consider the following:<br /><ul><li>In general, comScore estimated that in April 2010 34.9 million people in the US conducted mobile searches via their mobile browser.
  22. 22. According to Google, there has been a +150% increase in the number of searches for “planned parenthood” in the US on Google Mobile year-over-year!</li></li></ul><li>Mobile Search<br />
  23. 23. Mobile Search<br />Another way potential Planned Parenthood clients can find our health centers is through SEM ads that allow them to Click-to-Call directly from their mobile browsers to reach Planned Parenthood locations.<br />These ads can be targeted to specific devices, e.g., Android, iPhone/iPod Touch, Palm webOS, etc. or we can target devices exclusively, e.g., iPad only.<br />
  24. 24. Mobile Search<br />
  25. 25. Smartphone Apps<br />As more and more people purchase smartphones in the coming years, focusing on ‘apps’ is becoming more relevant and important. Many of these apps depend on the location of its users to work.<br />In April, comScore estimated that 10.3 million people searched via an app in the US.<br />
  26. 26. Personalization of Search<br />Example<br />Monica searches “birth control options” – she is friends with 6 people that “Like” Planned Parenthood on Facebook.<br />Result: Planned Parenthood increases on the search results page<br />Monica has a connection to Planned Parenthood making it more relevant to her.<br />Example<br />Nina searches “birth control options” – she follows 35 people on Twitter, many of which follow Planned Parenthood on Twitter, and she has read about contraception on Wikipedia.<br />Result: Planned Parenthood increases on the search results page<br />Nina is interested in contraception and her friends seem to like Planned Parenthood, maybe she will too.<br />
  27. 27. Social Media<br /><ul><li>Increase traffic to PlannedParenthood.org
  28. 28. Create content for other social media activities, e.g., microblogs, social networking, etc.</li></li></ul><li>Social Media<br />
  29. 29. Things You Can Do<br />
  30. 30. Local Online Directories<br />Here’s what you should do:<br /> <br />Do a search for your organizations in Google Maps, Yahoo! Local, YellowPages.com, etc. and Smartphone apps and check if your listings exist.<br />Do a search in Google, Bing, etc. for any sensitive information and look for any pages that associate them with your organization.<br />Claim your listings either in each directory or app:<br /><ul><li>Individually
  31. 31. Use a service, e.g., Universal Business Listing (UBL), Localeze, etc to provide bulk information in a variety of directories.</li></li></ul><li>Personalization of Search<br />Here’s what you should do:<br />Make your pages as easy as possible to find.<br />Position your pages with relevant keywords in mind.<br />Create content that users find useful and valuable.<br />
  32. 32. Social Media Optimization (SMO)<br />Here’s what you should do:<br />‘Listen’ to conversations regularly.<br />Create a blog and post fresh content regularly.<br />Optimize posts, tweets, etc to include top target keywords for your content.<br />
  33. 33. Q&A<br />