Being Found
Online Today
&
Predictions for
Tomorrow
July 16, 2012

Today’s Mental Journey:
• Why search & social matter, and are important for health care
companies.
• A little search engine history.
• Discuss how search engines and search activity have significantly
changed over the years.
• Focus on where search and social is now, and how that impacts how
consumers are finding your information online & via their mobile
phone.
Key takeaway: Know your audience
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Consumers Rely on Search Engines
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Doctors Demand Mobile
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The Most Important Transition
From Keywords Entities and Connections
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Cartoon on left by Peter Steiner © 2012

Quick Search
Engine History
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Search Engines - 1994
• Built on a thesis sharing system.
• Keywords and labeling mattered.
• Search engines needed links to find
and crawl your site.
• You needed in-bound links to get the
few people online to find your site.
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Search Engines – 1996-2007
• Introduction of PageRank, some links
matter more than others.
• Introduce verticals:
- Google News (2002)
- Book search (2004)
- Scholar (2004)
- Blog search (2005)
- Google base (2005)
- Google video (2006)
• Combine the verticals together with
Universal search (2007).
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Search Results – 2008-2011
• Search Results become
Personalized (2008).
• Matt Cutts (head of Web Spam
at Google) states that
“rankings are dead.”
- Behavior Intent
- Universal Search
- Geographic location
- Previous Search History
• Google announces that it makes
a change a day (2009).
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Photo © Copyright 2012 Search Engine Journal

Search Results – Personalized in 2012
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Facebook “Like” Buttons REALLY
Do Increase Traffic
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Search Results Today
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Google Search – 2012
Knowledge Graph
Images from Google+
Paid Ads
My brother
Geo Local results
All personalized to me.
Direct answers are now
displayed in search.
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Google – Powered by Your Google Data
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Bing Search - 2012
• Similar to Google, but has interesting Facebook and Twitter
integration features.
• You can ask your friends questions directly from search.
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Bing – Powered by Your Microsoft Data
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Recent Google Algorithm Changes
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Being Real & Relevant Online
• Build traffic to your website or social profile by creating quality
content that speaks to your target audience (by using their words),
and building links that are natural.
• Panda Update
• Removed low quality content from the search engine. Based on
algorithmic learning from human raters.
• Penguin Update
• Removed sites with links pointing to them from low value sites, or
from sketchy domains. Any links that looked “weird.”
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Human Intelligence and Review
There are real life people that review and evaluate search results!
A sampling of the questions that they are paid to answer:
1. Does the page provide substantial value when compared to
other pages in search results?
2. For a health related query, would you trust information from this site?
3. Is this the sort of page you’d want to bookmark, share with a friend,
or recommend?
4. Would users complain when they see pages from this site?
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Target Your Audience by Language
US Search
UK Search
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New Google Language and Country Coding
New href=Lang Tag
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Search Engines Know You
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Google’s Knowledge Graph
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Google Health Searches
Rolled out in Feb 2012:
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Schema.org
What is it?
Enhanced code in the html that creates richer snippets in search.
Supported by all search engines.
Increases rank and click through.
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Schema Updates – Health and Medical
The proposed new schema markup focused on “surfacing the existence
of and relationships between entities described in content”:
• MedicalCondition
• Drug
• MedicalGuidelines
• MedicalWebPage
• MEdicalScholarlyArticle
To learn more: www.schema.org
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Mobile Intelligence
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Mobile App vs Mobile Landing Page
• 4.5 listings in search
results screen.
• Top rankings driven by:
- Daily usage
- Overall downloads
- Reviews
- Likes
• Users have to download
app to see information.
• Only 5% of users keep an
app after the first month.
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Page Load Speed
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Google Now – Serving You Info
without Searching
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Two Parting Thoughts….
1. Know your Customer
• Use their language.
• Have them test your message.
• Create search personas and measure against assumptions.
• Provide online information they want to share.
2. Be Mobile
• Do keyword research to find your mobile customer.
• Mobilize your online properties.
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Additional Reading….
Ketchum Resources:
• http://blog.ketchum.com/author/katherinewatier/
• Ketchum’s Digital Living Index: http://www.digitallivingpr.com/
• From Health.Ketchum.com:
- FDA’s New Social media Guidelines - How do I handle unsolicited
inquires for off-label use?
- Is Your Web Domain in Order for Responding to Unsolicited
Requests?
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Contact
Katherine Watier
Ketchum
202-729-8355
@kwatier
www.linkedin.com/in/katherinewatier
gplus.to/katherinewatier
Katherine.watier@ketchum.com
www.ketchum.com