7.13 Hands-on Search: Changing World of Search
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The document discusses the evolution of online search from the early search engines of the 1990s like AltaVista and Yahoo to today's dominant player Google. It outlines the primary types of online marketing and details how search has expanded from just web results to include images, maps, local information, shopping, video, social media, and paid search listings. Key developments that improved search results over time include Google's PageRank algorithm, faster servers, increased competition between search engines, and important new features and content types added to search.
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7.13 Hands-on Search: Changing World of Search
- 1. The Changing World of Search Scott Kaufmann July, 2009
- 2. Type of Online Marketing • Three primary types of online marketing: – Response – Examples: Search Marketing, Directories, Portals – Interruption – Examples: Banners, Email, Rich Media, Etcetera – Participation – Blogs, Twitter, Facebook, LinkedIn, Forums, Feedback Clients
- 4. Brief History • Search Engines started as a way to help people guide through the World Wide Web, before search engines there were only directories • First Search Engines – AltaVista, Lycos, Webcrawler – Yahoo! came later – Google came even later • Google rose to prominence in 2000 because of “Page Rank” algorithm concept
- 5. Evolution 1996 2001 2004 2009
- 6. Changes • Search Results Got Better – Google Pagerank – Faster Servers – Profitability = More Competition = Improved Results • Important Additions – Paid Search – Predictive Results = “Did you mean…” – Images – Local – Maps – Shopping – Video – Social Media – Calculation
- 7. Better Results • Google PageRank – Sites that are more “popular” receive higher rankings • Faster Servers – Allow more sites to be indexed by search engines – Allow more results to be shown, faster • More Competition – Spurred up all the other important additions
- 8. Paid Search
- 10. Images Regular Search Image Search
- 11. Local & Maps Regular Search Map Search
- 12. Shopping
- 13. Video
- 14. Social Media
- 15. Calculation
- 16. Importance • Consumer Searching has changed, which gives you [as a business]: – More Opportunity [to market your products and services] – More Channels – More Complexity – More Accountability – More Transparency
- 17. Questions • Break time (5 minutes)