Search Behavior & Search Engine Optimization

1,330 views

Published on

Presentation given by David Erickson about how people use search engines to find news, how they react to news by searching for more information and includes a case study of how the Huffington Post plans for capturing search traffic by understanding how people react online to news events and how they optimize their content to gain visibility in news search queries.

Published in: Business, Technology, Design
  • Be the first to comment

Search Behavior & Search Engine Optimization

  1. 1. Search Behavior & Search Engine OptimizationPhoto © Adrian van Leen for openphoto.net CC:PublicDomain
  2. 2. What Are Search Engines?
  3. 3. What is SEO?
  4. 4. Why does SEO matter?
  5. 5. Why does SEO matter?91%SearchPhoto: Wikipedia
  6. 6. Online News Use • Direct visits • Social Networks • Social bookmarks • Aggregators • Email • Print/email • MobilePhoto by gailjadehamilton
  7. 7. How People Use Search Engines • Types of searches – Navigation – Information – Transaction • React to newsPhoto by Denard Vincente
  8. 8. Surf the Search TidePhoto by thelastminute
  9. 9. Keyword Research
  10. 10. Seasonal Search TrafficPhoto by zircon3035
  11. 11. Seasonal Search Traffic • Prom searches – 2004-2009 • Begins in January • Peaks in April
  12. 12. Personality Search TrafficPhoto by Bjorn Hanson
  13. 13. Brett Favre Searches• May: Asks Jets for release• Late July: Vikings flirtation• August: Signs• October & November: Vs. Packers• January: Playoffs
  14. 14. Search Analyticsphoto © Sarah Klockars-Clause for openphoto.net CC:Attribution-ShareAlike
  15. 15. Search Analytics• Who• Where• How• What• Why – Insight • Behavior • Content • Traffic sources • Conversions
  16. 16. SEO in the Wild• Newspapers Online – New York Times – Washington Post• Online Only News – Huffington Post – Examiner.com Source: Compete.com
  17. 17. Anatomy of SEOed News
  18. 18. Optimized For Expected Searches
  19. 19. Google Search Results
  20. 20. Google News Search Results
  21. 21. Yahoo! Search Results
  22. 22. Yahoo! News Search Results
  23. 23. Bing Search Results
  24. 24. Bing News Search Results
  25. 25. iPad Tablet Search Surge
  26. 26. SEO is Dead! Long Live SEO! • Search is evolving • Personalization • Social Media • Real-time Web • Social Search • Mobile search
  27. 27. My Web Searches
  28. 28. Social Media
  29. 29. Social Media
  30. 30. Real Time Web
  31. 31. Social Search
  32. 32. Mobile SearchImage by Google
  33. 33. The Ultimate Search ProPhoto by machernucha
  34. 34. The Ultimate Search Pro• Communication skills• Firm grasp of technology• Online communities• Online behavior• Media consumption• Keyword research/analysis• Content + Advertising
  35. 35. David Erickson• Strategic Communications – Online strategy – Audience Identification – Content Development – Optimization – e-Strategy • e-StrategyBlog.com • Trends.e-StrategyBlog.com • eStrategy.tv
  36. 36. Contact• David Erickson – david@e-Strategy.com – Twitter.com/derickson – 651-400-0066

×