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Real-time Search 101 - SMX Toronto 2010 - Rob Garner - iCrossing


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"Real-time Search 101" as presented by Rob Garner (@robgarner), Strategy Director, iCrossing, at the Search Marketing Expo (SMX) in Toronto, Canada on Thursday, April 8, 2010.

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Real-time Search 101 - SMX Toronto 2010 - Rob Garner - iCrossing

  1. 1. Real-time Search 101 Rob Garner SMX Toronto Strategy Director April 2010 iCrossing
  2. 2. What‟s the big deal about real-time? • It‟s an entirely different animal in the search world – It‟s about both search, and discovery – Just like image search, local search, news search, etc., real-time search is an important segment of web search • To be successful, real-time needs these two unique aspects 1) It must have a crawler-based algorithm 2) It must have a human-driven social layer Trust and authority are also paramount to its success 2
  3. 3. There is more to real-time than just Tweets • Consider the following elements of “in-the-moment” content: – Forums – Blog posts – Comments on blogs – Webpages – Feeds – Microformatted data Real-Time Search Is Much Bigger Than Just Twitter , Search Insider 3
  4. 4. Twitter can‟t be beat in real-time streams, for news “as-it-happens” • More content and news focused • Highly relevant to PR and brand monitoring stakeholders • News travels within seconds of occurrence in many cases – Ex. Michael Jackson Death – Earthquakes and other natural disasters – Localized emergencies and crimes (building on fire) 4
  5. 5. But nobody beats Google at any other level of recency • Combines both search and social • Robust crawl surfaces both web chatter and web assets within seconds and minutes of occurrence 5
  6. 6. The new „R‟ word in search: Recency Recency in Real-Time Search: It's Much Broader Than Just 'Right Now' , Search Insider Copyright iCrossing - Proprietary and Confidential 6
  7. 7. Recency impacts a major segment of all search queries • OneRiot study claims that up to 40% of all queries have some sort of real-time intent. This includes: – Entertainment – News and politics – Current events – Etc. • OneRiot only allows content publishers to advertise 7 Copyright iCrossing - Proprietary and Confidential
  8. 8. The spectrum of recency and historical search 1) Old way Search through history of all documents 2) New way Search history of last year last month right now 8
  9. 9. Some keywords are better suited either to real- time or shorter time frames, than historical search • “Hotel deals” • “Things to do tomorrow in Manhattan….” • “Cowboys vs. Packers TV channel” • “Coupons” • Auction-related • Keywords with seasonality • Etc.
  10. 10. But can real-time predict…the future? “The future, Source: Flickr Conan?” 10
  11. 11. Examples of search recency
  12. 12. Ex. Search over “all time” 12
  13. 13. Ex. Search for current information, last 30 days – “hotel coupon” Search for “hotel coupon”: Each result yielded a current and valid coupon 13
  14. 14. Ex. Search over the last few days “SXSW” “SMX Munich” 14
  15. 15. Ex. Search Right Now 15
  16. 16. Social Relevancy: How engines are looking at Twitter Consider the parallel aspects of websites, and Twitter accounts • Domain authority : username authority • Duplicate content : re-tweeplicate content • Blogging freshness : content freshness : microblogging freshness • Links : number of followers • Quality of links : Quality of followers • Inbound links vs. outbound links : ratio of followers in contrast to the number of people followed • Linking to bad : good neighborhoods • Themes of Twitter users A Big Week For Real-Time And Social Search, Search Insider What An Algorithmic Approach To Twitter's Social-Search Layer Might Look Like, Search Insider 16
  17. 17. Real-time keyword planning: Google Trends • Seasonality of many keyword topics is highly predictable, and marketers can capitalize on spikes in search and social interest by planning ahead 17
  18. 18. Real-time keyword planning: Google Hot Trends • Content publishers who have the ability to write and publish fluidly can jump into the search and social mix by observing rapidly trending topics in Google Hot trends (and also Twitter, and OneRiot) 18
  19. 19. More examples of real-time search
  20. 20. One Riot • Aggregates citations from multiple social sources, including Twitter • Propagates URLs based on social popularity from trusted social nodes • Offers paid advertising to content providers only 20
  21. 21. Bing‟s Twitter Engine • A mix of tweets, and popularly tweeted URLs • Arguably has more of a social approach to real-time than Google 21
  22. 22. Wowd • Shows most popular pages that users are viewing “right now”, and over history • Rich SERP allows rankings to move up and down the page in front of your eyes • View popular pages, or watch real-time results at the keyword level • Results created socially by its users who are sharing their real- time viewing habits in a cloud Wowd: A Real-Time Search Engine That Will Make You Go 'Wow' 22
  23. 23. Google‟s “Latest” • Currently no ads on “latest” real time results • Ads kick in with a recency of 24 hours or later • Universal results kick in with a recency of 24 hours or greater • Can be sorted by either relevance, or by date • They have experimented with forum content • Filter by “all,” videos, updates, news, blogs, books, and discussion (forums and other sites) 23
  24. 24. Google‟s “Latest” - More • Streams as results become available, as fast as the query is popular • De-duplicates tweets • Relies on web crawl and spam filtering • Some spam still does get by • Not as robust as Twitter for breaking events, but dominates in every other aspect 24
  25. 25. Google Forum “Discussions” search 25
  26. 26. Google Alerts 26
  27. 27. Twitter Search • Results shown only in reverse-chronological order • Does not de-duplicate tweets • Spam is often a problem for popular queries • Does not store history over two weeks • One of the best ways on the web to track and gauge real- time events 27
  28. 28. Twitter Real-time discovery stream • One of the best (if not *the* best) sources for real-time discovery • Your Twitter stream is only as good as the quality of people and sources you follow • Does not allow for back searches of tweets in your stream 28
  29. 29. THANK YOU SMX Toronto April 2010 Rob Garner Strategy Director 214.676.2089 @robgarner Media Post Search Insider Blog