Trends In Search Marketing (Oct. 2010)

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Presentation on search marketing trends and developments in search given by Search Engine Land editor in chief Danny Sullivan to AZIMA on Oct. 12, 2010.

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Trends In Search Marketing (Oct. 2010)

  1. Trends In Search Marketing Danny Sullivan Editor-In-Chief Search Engine Land http://searchengineland.com
  2. I’ll Be Covering… <ul><li>Google’s strength </li></ul><ul><li>Search listings getting “rich” & “fancy” </li></ul><ul><li>Search getting more vertical </li></ul><ul><ul><li>Including social & mobile </li></ul></ul><ul><li>Search is more than Google, more than a search box </li></ul>
  3. The World According To Google
  4. The Google World comScore: US Share Of Search My view: Google stable; Bing robbing Yahoo…
  5. Bing > Yahoo Says Nielsen; comScore disagrees, “Explicit Core Search” & Google Instant key to watch http://searchengineland.com/yahoo-bing-stat-fight-nielsen-says-oh-yes-they-did-comscore-responds-oh-no-they-didnt-50975 http://searchengineland.com/comscores-new-core-search-figures-48762
  6. By Volume, Even Bigger comScore: Billions Of US Searches Google volume nearly doubled, 6 to 10B! http://searchengineland.com/when-losers-are-winners-how-google-can-lose-search-share-still-stomp-yahoo-41779
  7. The Decline Of Yahoo <ul><li>Believes can win by having a better search interface (search as “chip”) </li></ul><ul><ul><li>Just rolled out new “accordion” view </li></ul></ul><ul><ul><li>Didn’t work for Lycos, AOL, others – not likely to work for Yahoo </li></ul></ul><ul><li>Expect Bing to continue building as Google alt & robbing Yahoo share </li></ul><ul><ul><li>Yahoo “gaming” with slideshows not long-term solution </li></ul></ul>http://searchengineland.com/time-to-end-the-bullshit-search-engine-share-figures-44100
  8. Bada Bing <ul><li>Growth still minor; will it continue when the TV ads stop? </li></ul><ul><ul><li>Will it gain past combined Yahoo+Bing share? </li></ul></ul><ul><li>Does have Google reacting! </li></ul><ul><li>With Yahoo out, expect it to be #2 in mindshare & eventually in marketshare </li></ul>
  9. Growth Of Vertical Search
  10. No longer just pages & ads Each “vertical” is new path into top results News, Shopping, Video, Books… Getting Blended
  11. Everyone’s still figuring it out, but there’s business in tweetbooking & searching it! Getting Real Time / Social http://searchengineland.com/the-twitter-search-revolution-popular-promoted-tweets-mature-the-service-41095
  12. Yeah, Yeah: Brand Monitoring Easy to do, effective, well-known but equal to ranking for your own brand:
  13. The Anyone Know Search http://searchengineland.com/anyone-know-search-twitter-brand-monitoring-41818
  14. Facebook & Search <ul><li>It’s not a search engine other than people search </li></ul><ul><li>Social graph used to be thought of by some as way to reshape results but… </li></ul><ul><ul><li>Do you have to filter “true” friends? </li></ul></ul><ul><ul><li>Issues with “sharing” a search </li></ul></ul><ul><li>Can aggregate “Like” data be used? </li></ul>
  15. Social Search Reality <ul><li>Potential, yes; Killer, not likely </li></ul><ul><ul><li>Google gets “Like” data for all pages in other ways </li></ul></ul><ul><ul><li>Google says it’ll get Facebook “Like” data in other ways </li></ul></ul><ul><li>Still, interesting – way to put “trust” into search, something people want </li></ul><ul><ul><li>Questions asked on Twitter & Facebook are “trust searches” </li></ul></ul><ul><ul><li>We need more than relying on links! </li></ul></ul>http://searchengineland.com/search-40-putting-humans-back-in-search-14086
  16. Google Social Search http://searchengineland.com/google-social-search-now-with-google-buzz-45358 Trust applied to content producers, but not everyone produces
  17. Everyone’s results personalized based on location & past 180 days of searches. Signed in? Web history may also be used. Getting Personal!
  18. Google analyst call: March 16, 2010 Getting Mobile
  19. Getting Mobile? “ 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 http://searchengineland.com/apps-search-by-another-name-43685
  20. Getting Mobile <ul><li>Search HAS happened as Google says </li></ul><ul><li>Search HAS happened as Jobs says </li></ul><ul><ul><li>27% of Yelp searches from iPhone app </li></ul></ul><ul><li>Simple: apps are search, too </li></ul>http://searchengineland.com/apps-search-by-another-name-43685
  21. Urbanspoon Never wonder where to eat again iPhone app knows where you are, randomly selects a restaurant… Behind the scenes – or on the web, huge database of reviews from newspapers and users Yes, shaking is search
  22. Eventful What’s going on, from music to community events and more App knows where you are, suggests events in your area, as does web site:
  23. Foursquare Checking in is search! Tips, advice, business offers … things you won’t find or find as easily in Google
  24. How About Google Instant? <ul><li>World has not ended! </li></ul><ul><li>SEO not dead; SEO seems little impacted </li></ul><ul><ul><li>Pay more attention to suggested searches </li></ul></ul><ul><ul><li>Below the fold doing BETTER than expected! </li></ul></ul>http://www.seroundtable.com/archives/022988.html http://techcrunch.com/2010/09/21/guest-post-how-google-instant-can-help-and-hurt-seo/
  25. How About Google Instant? <ul><li>PPC may have more impacts </li></ul><ul><ul><li>Travel ocity brings up ads for Travelocity </li></ul></ul><ul><li>Overall, watch & see mode </li></ul>http://www.seroundtable.com/archives/022994.html
  26. The Big Takeaway 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.
  27. <ul><li>Search Engine Land (http://searchengineland.com) </li></ul><ul><ul><li>Stories and news from me and others </li></ul></ul><ul><li>SearchCap (http://searchengineland.com/searchcap.php) </li></ul><ul><ul><li>Daily email recap of search news from SEL & across the web </li></ul></ul><ul><li>Sphinn (http://sphinn.com) </li></ul><ul><ul><li>Curated internet marketing news </li></ul></ul><ul><li>SMX: Search Marketing Expo (http://searchmarketingexpo.com) </li></ul><ul><ul><li>SMX West in San Jose, March 8-10 </li></ul></ul><ul><ul><li>Discount code: I’ll send one, promise! </li></ul></ul>Questions? Your Comments?

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