SlideShare a Scribd company logo
Trends In Search Marketing Danny Sullivan Editor-In-Chief Search Engine Land http://searchengineland.com
I’ll Be Covering… ,[object Object],[object Object],[object Object],[object Object],[object Object]
The World  According To Google
The Google World comScore: US Share Of Search My view: Google stable; Bing robbing Yahoo…
Bing > Yahoo Says Nielsen; comScore disagrees, “Explicit Core Search” & Google Instant key to watch http://searchengineland.com/yahoo-bing-stat-fight-nielsen-says-oh-yes-they-did-comscore-responds-oh-no-they-didnt-50975 http://searchengineland.com/comscores-new-core-search-figures-48762
By Volume, Even Bigger comScore: Billions Of US Searches Google volume nearly doubled, 6 to 10B! http://searchengineland.com/when-losers-are-winners-how-google-can-lose-search-share-still-stomp-yahoo-41779
The Decline Of Yahoo ,[object Object],[object Object],[object Object],[object Object],[object Object],http://searchengineland.com/time-to-end-the-bullshit-search-engine-share-figures-44100
Bada Bing ,[object Object],[object Object],[object Object],[object Object]
Growth Of  Vertical Search
No longer just pages & ads Each “vertical” is new path into top results News, Shopping, Video, Books… Getting Blended
Everyone’s still figuring it out, but there’s business in tweetbooking & searching it! Getting Real Time / Social http://searchengineland.com/the-twitter-search-revolution-popular-promoted-tweets-mature-the-service-41095
Yeah, Yeah: Brand Monitoring Easy to do, effective, well-known but  equal to ranking for your own brand:
The Anyone Know Search http://searchengineland.com/anyone-know-search-twitter-brand-monitoring-41818
Facebook & Search ,[object Object],[object Object],[object Object],[object Object],[object Object]
Social Search Reality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://searchengineland.com/search-40-putting-humans-back-in-search-14086
Google Social Search http://searchengineland.com/google-social-search-now-with-google-buzz-45358 Trust applied to content producers, but not everyone produces
Everyone’s results personalized based on location & past 180 days of searches. Signed in? Web history may also be used. Getting Personal!
Google analyst call: March 16, 2010 Getting Mobile
Getting Mobile? “ Search hasn’t happened on mobile devices … people are not searching on a mobile device like they do on the desktop”  “ We discovered something — people are going into apps. They’re not just going onto to websites....This is an entirely new thing — they aren’t using search, they’re using apps like Yelp. – Steve Jobs http://searchengineland.com/apps-search-by-another-name-43685
Getting Mobile ,[object Object],[object Object],[object Object],[object Object],http://searchengineland.com/apps-search-by-another-name-43685
Urbanspoon Never wonder where to eat again iPhone app knows where you are, randomly selects a restaurant… Behind the scenes – or on the web, huge database of reviews from newspapers and users Yes, shaking is search
Eventful What’s going on, from music to community events and more App knows where you are, suggests events in your area, as does web site:
Foursquare Checking in is search! Tips, advice, business offers … things you won’t find or find as easily in Google
How About Google Instant?  ,[object Object],[object Object],[object Object],[object Object],http://www.seroundtable.com/archives/022988.html http://techcrunch.com/2010/09/21/guest-post-how-google-instant-can-help-and-hurt-seo/
How About Google Instant?  ,[object Object],[object Object],[object Object],http://www.seroundtable.com/archives/022994.html
The Big Takeaway Search is more than keywords in a search box, more than Google.  Search is anywhere & anyway people seek answers. And those many ways are all diverse opportunities for marketers.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Questions? Your Comments?

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Trends In Search Marketing (Oct. 2010)

  • 1. Trends In Search Marketing Danny Sullivan Editor-In-Chief Search Engine Land http://searchengineland.com
  • 2.
  • 3. The World According To Google
  • 4. The Google World comScore: US Share Of Search My view: Google stable; Bing robbing Yahoo…
  • 5. Bing > Yahoo Says Nielsen; comScore disagrees, “Explicit Core Search” & Google Instant key to watch http://searchengineland.com/yahoo-bing-stat-fight-nielsen-says-oh-yes-they-did-comscore-responds-oh-no-they-didnt-50975 http://searchengineland.com/comscores-new-core-search-figures-48762
  • 6. By Volume, Even Bigger comScore: Billions Of US Searches Google volume nearly doubled, 6 to 10B! http://searchengineland.com/when-losers-are-winners-how-google-can-lose-search-share-still-stomp-yahoo-41779
  • 7.
  • 8.
  • 9. Growth Of Vertical Search
  • 10. No longer just pages & ads Each “vertical” is new path into top results News, Shopping, Video, Books… Getting Blended
  • 11. Everyone’s still figuring it out, but there’s business in tweetbooking & searching it! Getting Real Time / Social http://searchengineland.com/the-twitter-search-revolution-popular-promoted-tweets-mature-the-service-41095
  • 12. Yeah, Yeah: Brand Monitoring Easy to do, effective, well-known but equal to ranking for your own brand:
  • 13. The Anyone Know Search http://searchengineland.com/anyone-know-search-twitter-brand-monitoring-41818
  • 14.
  • 15.
  • 16. Google Social Search http://searchengineland.com/google-social-search-now-with-google-buzz-45358 Trust applied to content producers, but not everyone produces
  • 17. Everyone’s results personalized based on location & past 180 days of searches. Signed in? Web history may also be used. Getting Personal!
  • 18. Google analyst call: March 16, 2010 Getting Mobile
  • 19. Getting Mobile? “ Search hasn’t happened on mobile devices … people are not searching on a mobile device like they do on the desktop” “ We discovered something — people are going into apps. They’re not just going onto to websites....This is an entirely new thing — they aren’t using search, they’re using apps like Yelp. – Steve Jobs http://searchengineland.com/apps-search-by-another-name-43685
  • 20.
  • 21. Urbanspoon Never wonder where to eat again iPhone app knows where you are, randomly selects a restaurant… Behind the scenes – or on the web, huge database of reviews from newspapers and users Yes, shaking is search
  • 22. Eventful What’s going on, from music to community events and more App knows where you are, suggests events in your area, as does web site:
  • 23. Foursquare Checking in is search! Tips, advice, business offers … things you won’t find or find as easily in Google
  • 24.
  • 25.
  • 26. The Big Takeaway Search is more than keywords in a search box, more than Google. Search is anywhere & anyway people seek answers. And those many ways are all diverse opportunities for marketers.
  • 27.