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Danny Sullivan, Search Engine Land


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Danny Sullivan, Search Engine Land

  1. Search, Social Search & Real Time Search Danny Sullivan Editor-In-Chief Search Engine Land
  2. This Is Search People ask questions & get answers
  3. This Is Search Marketing <ul><li>Google alone handles 88 billion searches per month, worldwide </li></ul><ul><ul><li>Efficient, effective, measurable marketing </li></ul></ul><ul><li>Search marketing means </li></ul><ul><ul><li>Being visible where someone has overtly expressed a need or desire </li></ul></ul><ul><ul><li>More than web; more than keywords </li></ul></ul><ul><ul><ul><li>Shaking a phone to find a restaurant is search </li></ul></ul></ul>
  4. Social Media Meets Search <ul><li>Social media fascinating, growing area </li></ul><ul><ul><li>But it’s not (necessarily) search </li></ul></ul><ul><ul><li>Nor a rival to search </li></ul></ul><ul><ul><li>Nor a search killer </li></ul></ul><ul><li>“ Social media” encompasses many different creatures </li></ul><ul><ul><li>Some more, some less “search like” </li></ul></ul>
  5. This Is Social Media <ul><li>Social Networking: Facebook, MySpace, LinkedIn </li></ul><ul><li>Social Bookmarking: Delicious, StumbleUpon </li></ul><ul><li>Social News: Digg, Reddit, Yahoo Buzz </li></ul><ul><li>Social Knowledge: Wikipedia, Yahoo Answers </li></ul><ul><li>Social Sharing: YouTube, Flickr, Urban Spoon, Yelp, Foursquare, Twitter, Facebook… </li></ul>How do they measure up against and interact with search?
  6. DEMAND (Search Intent) BRANDING LESS MORE MORE TRAFFIC News Bookmark Net work Google/ Search Know ledge Sharing
  7. This Is Social Search People ask questions of friends & maybe get answers Hey, ANY FRIENDS have the answer to this? I Do!
  8. This Is Also Social Search Content from people I’m “connected” with, inserted into my regular results…
  9. This Might Be Social Search Results ranked by what friends “Like” But not here yet and… Who are your “friends?” Plus, Facebook’s current search is bad
  10. This Is Real Time Search People ask questions of friends that ANYONE can see within seconds and answer… Unlike “normal” search, you know exactly who they are
  11. This Is Also Real Time Search Top shared links, at the moment
  12. So What’s My Real Time Social Search Strategy When It Means So Much?
  13. Semantic Augmented Reality
  14. Semantic Augmented Reality (for the iPad)
  15. Semantic Augmented Reality (for the iPad) in 3D
  16. “ Normal” Search <ul><li>Remains “many-to-many” platform </li></ul><ul><ul><li>Many marketers reach out to many searchers at the same time </li></ul></ul><ul><li>Loves links </li></ul><ul><li>Rewards authority sites </li></ul><ul><ul><li>Based largely on “good” links </li></ul></ul><ul><li>Buy your way in to results with ads </li></ul>
  17. Real Time Search: Now <ul><li>Largely one-to-one platform </li></ul><ul><ul><li>See the tweet, reply to the tweet </li></ul></ul><ul><ul><li>So see the tweets, reply to the tweets </li></ul></ul><ul><li>Shared links more many-to-many </li></ul><ul><ul><li>Google features them now in “static” display </li></ul></ul><ul><ul><li>Links can help build long-term credit for “normal” search results </li></ul></ul><ul><ul><li>Put your links out there; build retweets/sharing </li></ul></ul>
  18. Real Time Search: Coming Relevancy over recency: first in, last out changing “ Relevant” results get more hang time With 18 billion searches per month, changes may make Twitter Search more many-to-many Participate! Build a reputation and/or …
  19. Real Time Search: Coming Buy your way to the top (sort of) Reputation still important From Twitter, TweetUp, expect more
  20. Real Time Search: Coming Facebook’s one-to-none Can see posts but can’t reach out, can’t reply to people Ads might improve for search; search results themselves may change
  21. <ul><li>Search Engine Land ( </li></ul><ul><ul><li>Stories and news from me and others </li></ul></ul><ul><li>SearchCap ( </li></ul><ul><ul><li>Daily email recap of search news from SEL & across the web </li></ul></ul><ul><li>Sphinn ( </li></ul><ul><ul><li>Social site for internet marketers: share news stories </li></ul></ul><ul><li>SMX: Search Marketing Expo ( </li></ul><ul><ul><li>SMX Advanced in Seattle this June </li></ul></ul><ul><ul><li>SMX East in New York this October </li></ul></ul>Questins & More About Search!