The document discusses the importance of search marketing for Planned Parenthood and outlines strategies to navigate the evolving landscape of search engines. Key areas include real-time and instant search, mobile search optimization, and personalization of search results based on user preferences. It emphasizes the need for engagement through social media and local online directories to effectively reach and connect with the audience.

1. The Future of SearchAmman BadlaniManager, Online Marketing and AnalyticsDecember 15, 2010

2. Today’s SessionImportant recent changes in Search

3. PPOL’s efforts as they relate to Search

4. Things you can do

5. Q&AOur Mission and ScopePlanned Parenthood is a trusted health care provider, an informededucator, a passionate advocate, and a global partner helping similarorganizations around the world.Search Marketing is important to Planned Parenthood because it allowspeople to find and connect to the organization in a way that is growingevery year. When it comes to the changing landscape of Search, the keyobjectives are to:Understand the major changes in detail.

6. Find out how they can help you meet your goals.Search and RelevanceSearch engines are on a never-ending quest for relevance.

7. Why does this matter for Planned Parenthood?Search and RelevanceSearch engines are on a never-ending quest for relevance.

8. Why does this matter for Planned Parenthood?Real-Time SearchHighly relevant, fresh content from across the entire web

9. Social networks, news and micro-blogs (e.g., Twitter)Instant SearchHighly relevant, fresh content with search predictions to shorten time to resultsInstant PreviewGet an idea of the what’s on a page without having to click through

10. Pinpoint relevant contentApproachLocal Search Marketing

11. Personalization of Search Results

12. Social Media Optimization(SMO)Local Search MarketingIncludes Local Online Directories, Mobile Search and Smartphone Apps

13. Helps you connect to local businesses using a variety of different sources and/or tools.Personalization of SearchPersonal search:Allows search engines to base their results on your personal preferences

14. Provides more relevant and useful resultsHow does it work?Signed into your Google or Windows Live account and have Web History enabled

15. Or up to 180 days of past search information linked to an anonymous cookie stored on your browserUniversal & Personal SearchSponsored listingsLocal resultsOrganic listingsNews results

16. Universal & Personal SearchSocial network results“Wish list” resultsBookmarkedpage resultsWeb history results

17. Social Media OptimizationSocial Media affects every aspect of the decision making process

18. All comes down to EngagementPPOL’s Efforts

19. Local Online Directories

20. Local Online Directories

21. Mobile SearchLet’s move on to Mobile Search. Consider the following:In general, comScore estimated that in April 2010 34.9 million people in the US conducted mobile searches via their mobile browser.

22. According to Google, there has been a +150% increase in the number of searches for “planned parenthood” in the US on Google Mobile year-over-year!Mobile Search

23. Mobile SearchAnother way potential Planned Parenthood clients can find our health centers is through SEM ads that allow them to Click-to-Call directly from their mobile browsers to reach Planned Parenthood locations.These ads can be targeted to specific devices, e.g., Android, iPhone/iPod Touch, Palm webOS, etc. or we can target devices exclusively, e.g., iPad only.

24. Mobile Search

25. Smartphone AppsAs more and more people purchase smartphones in the coming years, focusing on ‘apps’ is becoming more relevant and important. Many of these apps depend on the location of its users to work.In April, comScore estimated that 10.3 million people searched via an app in the US.

26. Personalization of SearchExampleMonica searches “birth control options” – she is friends with 6 people that “Like” Planned Parenthood on Facebook.Result: Planned Parenthood increases on the search results pageMonica has a connection to Planned Parenthood making it more relevant to her.ExampleNina searches “birth control options” – she follows 35 people on Twitter, many of which follow Planned Parenthood on Twitter, and she has read about contraception on Wikipedia.Result: Planned Parenthood increases on the search results pageNina is interested in contraception and her friends seem to like Planned Parenthood, maybe she will too.

27. Social MediaIncrease traffic to PlannedParenthood.org

28. Create content for other social media activities, e.g., microblogs, social networking, etc.Social Media

29. Things You Can Do

30. Local Online DirectoriesHere’s what you should do: Do a search for your organizations in Google Maps, Yahoo! Local, YellowPages.com, etc. and Smartphone apps and check if your listings exist.Do a search in Google, Bing, etc. for any sensitive information and look for any pages that associate them with your organization.Claim your listings either in each directory or app:Individually