Download - Attention Allocation - from Search to Social
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Attention Allocation“Entering the User's Mind: Search Engines, Social
Networks and Recommendations”
Chris Dumke, September 2007, Waterloo - Canada
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1. The Attention Economy
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Attention Economy
● Search Engines: quantifiable objectives
● Social Networks: spreading through the “Social Graph”
● Recommendations: layering votes
● Portability: Users own their data
www.complexification.netmade with “processing”
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Web Growth
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Search Growth
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Search Traffic
Continued growth of Search Traffic, especially Personal Finance, Car, Travel
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Ad Spending/ Query Length
Ad Spending by Medium Increase in Average Query Length
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Why Search Marketing?
Continued growth of Internet usage
Most product searches involve search engines
Better ROI for your ad dollar – qualified customers, reach, cost and flexibility
Search is a unified approach for allocating qualified attention: Attention 2.0
Better results through metrics: CPC, CPM, CTR, Conversions, Page Visits, Bounce Rates, Keyword Planning, Targeting etc.
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Hard to classify
Natural Web Search
Paid Search
Banners, Lead Generation
Market Intelligence
Web Metrics
Content Optimization
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What is Information?
Relativity (left) and Sky and Water I (right) by M.C. Escher
articles, books, cartoons, databases, encyclopedias, files, gestures, holograms, images, journals, knowledge bases, laws, maps, numbers, ontologies, paintings, quizzes, rules, signs, texts, users, variables, web sites
strange loops of circular definitions: data is information is knowledge is information is data
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Alexa RankingGlobal Germany
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Facebook (DE)
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Technorati – Web of People
Source – State of the Blogosphere 2004, Technorati.com
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Technorati – Blog Traffic
Source – State of the Blogosphere 2006, Technorati.com
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Technorati – Posting Volume
Source – State of the Blogosphere 2004, Technorati.com
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Search Traffic
Directory Results: dmoz.org to all search players; Yahoo! to Altavista
Paid Results: Google provides to Ask, Lycos, iwon, Netscape, AOL Search, Hotbot; Yahoo! provides to MSN
Primary Search Results: Google provides to AOL Search, Hotbot, Netscape; Teoma provides to Ask and Lycos; Yahoo! provides to Altavista, Inktomi and alltheweb
Secondary Search Results: Ask provides to iwon, Hotbot
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Ask
Personal Technology – Walt Mossberg Review of Ask: http://ptech.wsj.com/archive/ptech-20060330.html
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2. Search EngineOptimization
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Coverage
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Coverage
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Google multi-algorithmic (full-text search, metadata, popularity measures)
Index size
Fast
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Search Concepts
Organic vs. Paid Search
Indexing
Precision vs. Recall
Phrases, Anti-Phrases, Stopwords
Ranking, Relevance
Keywords, Density, Prominence
Link Popularity, Page Rank
Metatags
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Meaning
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Search Types
Navigational
Informational
Transactional
Andrei Broder – Senior Engineer at IBM, formerly Alta Vista
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Keyword Selection
Example: Cancer.gov ranks high for “cancer” but isn't in the Top 10 for specific results, i.e. “lung cancer”
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Google Bombing
The initiator chooses the word(s) to be bombed with.
The initiator chooses the target website.
The initiator creates a link like this: <a href="http://example.com/">keywords</a>
The initiator then places this link on pages indexed by Google, and may get others to do the same
Examples: “failure” for George W. Bush and “liar” for Tony Blair
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Semantic Indexing
Apple Powerbook and the Query “laptop”
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What to do
A) Get your pages in the search index
B) Choose the right keywords
C) Optimize your content
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A) Indexing
Inclusion ratio
Spider traps, Spider paths
Robots.txt directives
Javascript navigation
Dynamic URLs: no more than 2 dynamic parameters, no session Ids, URL mapping
Lynx
Redirects: 301, 302
Slim down pages
Site maps
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B) Keyword Planning
Hot vs. cold
Overheated subjects/ meanings
Wordtracker
Yahoo keyword selector
Google sitemaps/ adwords
top/medium/low priority
stages
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C) Content Optimization
Search filters: language, country, region
Page factors: link popularity, popularity data, URL length and depth, freshness, page style
Query factors: keyword prominence, density, query intent (n/i/t), contextual relevancy, term rarity (idf), term proximity
Especially work on: title, description, body
Analyze your snippet
Writing style
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Links
Altavista, Compaq and IBM have advanced the “Bow-tie theory”
Core pages: Comprising 30% of the web - are the most linked to and linked-from on the web
Origination pages: 24 %, link into the core
Destination pages: 24 %
Disconnected pages: 22 %
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Fraud
Cloaking
Doorway pages
Link farms
Keyword stuffing
Example for all: bmw.de
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Google Adwords
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Vickrey Auction (sealed-bid second price auction)
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Integrated
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Google Webmaster Tools
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Web Analytics
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Urchin.js
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3. Social Networks
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Website Networks
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Pre 9/11 U.S. Senate
http://analyticalvisions.blogspot.com/2006/04/senate-voting-patterns-part-2.html
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Post 9/11 U.S. Senate
http://analyticalvisions.blogspot.com/2006/04/senate-voting-patterns-part-2.html
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Another Harvard Drop-Out
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The Ultimate Social Network
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30 Million active users
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Why Facebook?
Spreading through the Social Graph:
I. News Feed
II. Notifications and Requests
III. Facebook Applications
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4. Recommendations
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Recommendations
● Blog Roll● Tagging● Voting/ Ranking● Bookmarks
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Flickr Tagging
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5. Outlook
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Pace Layering
Ambient Findability – Peter Morville, O'Reilly Press 2006
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Anatomy of the Long Tail
Chris Anderson retracted his estimate that 57% of Amazon's book sales are in the Long Tail. Full Description at -
http://longtail.typepad.com/the_long_tail/2005/08/a_methodology_f.html
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Long Tail
Search drives the Long Tail
Folksonomies/ Tags: linkedin, friendster, delicious, flickr, Last.fm
The “Social Graph”
Big Concept: Push vs. Pull
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Social Search vs. AI
Yahoo! vs. Google
Last.fm vs. Pandora
Folksonomy vs. brute force
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Semantic Search
Classes, Attributes, Parts, Subclasses etc.EconomyNet
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Thank You!
Any thoughts – give a shout at:
or on the blog: http://mediaintransition.com/blog