Exploration & Discovery Optimization

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This is an addendum to a blog post I wrote outlining the value of discovery & exploration v. search. The original post can be viewed here: http://thejordanrules.posterous.com/understanding-the-cognitive-value-of-searchin

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  • Exploration & Discovery Optimization

    1. 1. Discovery Optimization The New Search Optimization < more effective?
    2. 2. It was sometime around 1997 when it all started
    3. 3. Search engines were becoming more popular than ever & the term ‘search engine optimization’ was introduced
    4. 4. Search Model Search Engine The Web
    5. 5. Search Model Large numbers of people use search engines to find content Search Engine
    6. 6. Search Model Search engines use multiple criteria to evaluate & rank content found across the web Search Engine The Web
    7. 7. Search Model Knowing these criteria allows content creators & curators to format content to optimize search ranking The Web
    8. 8. Today SEO is so pervasive and search engines are so smart that locating relevant content takes little effort.
    9. 9. Introducing...
    10. 10. Discovery Model Content
    11. 11. Discovery Model The discovery model has the potential to reach a much greater audience than the search model
    12. 12. Discovery Model The discovery model has the potential to reach a much greater audience than the search model However, only a specific segment of the market will respond to discoverable content. The ‘Sensitives’
    13. 13. The ‘Sensitives’ These are people who are sensitive to particular content. (example: a new parent, even if he isn’t specifically looking for parenting content, may be willing to explore it when offered.)
    14. 14. Discovery Model The key to the discovery model is blocking search engines from indexing your content. This can be done in a number of ways. (Here’s a good article) Content
    15. 15. Discovery Model The key to the discovery model is blocking search engines from indexing your content. This can be done in a number of ways. (Here’s a good article) Content Facilitating conversations & creating an ecosystem of voices is an important part of the discovery model. The more people talk about your content, and the more often your content is linked to from other sites; the better your chances are of having your content discovered.
    16. 16. Summary Exploration & Discovery Optimization (EDO) Techniques: 1. No Indexing: Set up the robots.txt file so that search engines will not index your content. Additionally, there are advanced techniques to block certain content, and leave other content available to search engines. This could allow for long-tail keyword optimization. (Taking advantage of long-tail keyword content discovery can also be effective through a keyword ad buy.)
    17. 17. Summary Exploration & Discovery Optimization (EDO) Techniques: 2. Lowering Expectations: Unlike search, discovering content has an air of mystery. Users aren’t entirely sure how relevant the content might be. The ecosystem of drivers you create around your content shouldn’t over promise. In fact, the lower the users expectations are when clicking through to your content; the more delighted the user will be when he evaluates its relevance.
    18. 18. Summary Exploration & Discovery Optimization (EDO) Techniques: 3. Create an Ecosystem of Voices: Creating a system of links to your content is important. These links are how users will discover your content. There are three types of links you want to have: conversational links (links shared through social media), owned links (links that exist on properties you own), and paid links (links that you pay for).
    19. 19. Summary Exploration & Discovery Optimization (EDO) Techniques: 4. Targeted Provocativeness: This is an element of your link-building strategy (#3). Rather than creating traditional text links, you can take user insights & use them to create provocative links. Consider the Konami Code, a common way to engage a hidden easter-egg within a website. Discovering content that’s only available by entering the Konami Code is a provocative way to target a specific audience.
    20. 20. Summary Exploration & Discovery Optimization (EDO) Techniques: 5. Cross-media Campaign Awareness: Print, broadcast & mobile can compliment each other in such a way that it drives qualified users to your content directly. To get the most value from these mediums, you need to be provocative enough to get them to the consideration point, but not provocative enough to drive mass traffic. I will visit the site I wont visit the site
    21. 21. Consider this next time you invest heavily in search. - Jordan

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