Emerging Trends in Search Engine Optimization & Search Engine Marketing
Web 2.0 ExpoApril 17, 2007David BerkowitzDirector of Emerging Media360i
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So 2006
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If Kevin Federline can figure it out, you can run Google.
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Each Medium Influences the OtherEach Medium Influences the Other
Offline ContentOnline AdvertisingCategory Search
AdvertisingCreates Demand
Paid Search (Long Tail)
Captures demand
Off-Site SEODrives online buzz and increased links with specific niches
On-Site SEODrives marketing reach for generic
terms & defends the brand
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Confidence in Search ROIConfidence in Search ROI
Rate your confidence in the ROI metric available for this medium
Source: BusinessWeek, April 2007
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12 search tren
ds to
watch
1 online data storage2 blogs
3 tagging 4 mashups
5 wikis 6 video optimization
7 mobile search 8 personalization
9 long tail optimization
10 social media integration11 semantic web
12 search’s impact on other media
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onlinedatastorage
1
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Your Assets are OnlineYour Assets are Online
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Google’s View of Asset DigitizationGoogle’s View of Asset Digitization
Source: Google
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blogs
2
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You Blog, Consumers RespondYou Blog, Consumers Respond(and sometimes call for Regis’s demise)(and sometimes call for Regis’s demise)
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Benefits of BloggingBenefits of Blogging
Source: Christina Kerley, ck-blog.com
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Dwight’s Office BlogDwight’s Office Blog
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Pre-Launch Search Results: Living with EDPre-Launch Search Results: Living with ED
Key
• HGTV.com
• Blog
• Media coverage
• Other relevant sites
Screen shot from Dec 15 2006
Erectile Dysfunction Dominates Top 3 Results
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Clustering Blogs Feeds EcosystemClustering Blogs Feeds Ecosystem
Eco Blogs TV Blogs
Gossip Blogs
Social Networks
Official Site
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Screen shot from Feb 5, 2007
Six Weeks Later – Cialis Moves to #52, Six Weeks Later – Cialis Moves to #52, Myspace #27Myspace #27
Livingwithed.net & HGTV.com Hold #1 & #2
Key
HGTV.com
Blog
Media coverage
Other relevant sites
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YouTube Response to Sony FlogYouTube Response to Sony Flog
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Sony Flog: Users RespondSony Flog: Users Respond
*
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An alternative view…An alternative view…
Gapingvoid.com
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tagging
3
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Tagging: Yahoo TagMaps: World ExplorerTagging: Yahoo TagMaps: World Explorer
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Cloudalicious: Tag MonitoringCloudalicious: Tag Monitoring
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mashups
4
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Mashup 1.0: MapsMashup 1.0: Maps
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Happy Hour MashupsHappy Hour Mashups
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Gawker Subway Smells MapGawker Subway Smells Map
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Everything’s a Mashup: Yahoo PipesEverything’s a Mashup: Yahoo Pipes
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Google: Make Your Own MashupsGoogle: Make Your Own Mashups
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Scary Places to Stay, via Google MapsScary Places to Stay, via Google Maps
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wikis
5
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Lost Wiki at ABC.comLost Wiki at ABC.com
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Marketers Using WikisMarketers Using Wikis
eBay has used wikis in its customer-support section... The NBA's Dallas Mavericks announced a plan to let fans wiki every game .... And T-Mobile launched a Sidekick wiki that has produced collaboratively written pieces including tips on how to pimp out the inside of the phone and a wish list of improvements the community would like to see.
- Ad Age, Feb 07
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Another Take on User-Generated Content…Another Take on User-Generated Content…
Three girls march toward the White House on Elm St. in Washington, DC, as part of the Inderpendance Day Parade.
“The special anniversary tribute refutes many myths about the period and American history. According to the entry, the American Revolution was in fact instigated by Chuck Norris, who incinerated the Stamp Act by looking at it, then roundhouse-kicked the entire British army into the Atlantic Ocean. A group of Massachusetts Minutemaids then unleashed the zombie-generating T-Virus on London, crippling the British economy and severely limiting its naval capabilities.”
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The Dawn of Wiki SearchThe Dawn of Wiki Search
I am looking for people to continue the development of a wiki-inspired search engine. – Jimbo Wales, 12/23/06
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?
?wiki search engine
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videooptimization
6
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Online Video ViewersOnline Video Viewers
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Online Video LandscapeOnline Video Landscape
Cory Treffiletti, MediaPost OnlineSpin, March 2007
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Video Optimization: 5 ComponentsVideo Optimization: 5 Components
1. Web page optimization
2. Video file formatting and encoding
3. Syndication
4. Submissions
5. Tracking
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Video Sharing SitesVideo Sharing Sites
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mRSS: Scientific American’s Video WallmRSS: Scientific American’s Video Wall
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Yahoo mRSS SubmissionYahoo mRSS Submission
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Blinkx: RSS/mRSS SubmissionsBlinkx: RSS/mRSS Submissions
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Beware YouTube BacklashBeware YouTube Backlash
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mobilesearch
7
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Mobile Search UsageMobile Search Usage
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Yahoo Mobile One SearchYahoo Mobile One Search
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How Will People Receive Information?How Will People Receive Information?
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personalization
8
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Personalized Search: Optimizing for 1… Personalized Search: Optimizing for 1… or 11.9 Trillionor 11.9 Trillion
“Consider a query in Google that could have any of 25 different links that could wind up on the first page (set at the default 10 results displayed) of a user’s personalized results listings. That could lead to roughly 11.9 trillion permutations, or about 1,750 permutations for every person alive.”
- MediaPost Search Insider, 2/07
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12 trillion pennies
source: kokogiak media, The MegaPenny Project
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12 trillion pennies:enough to fill 4.5 Sears Towers
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Google Gives the Heads UpGoogle Gives the Heads Up
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longtailoptimization
9
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You should seekhelp, Mort.
Funny, I keep feeling Flickred, Twittered, and TellMe’d.
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Long Tail: HitTailLong Tail: HitTail
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The Long Tail of Search QueriesThe Long Tail of Search Queries
Britney
MySpace layouts
Iraq news
Billy Joel song lyrics
recipes
Mystic CT vacation rentals
Slingbox time warner cable
modem compatibility
Image adapted from Chris Anderson, LongTail.com
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socialmediaintegration
10
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Strategy: Create Integrated Ecosystem to Strategy: Create Integrated Ecosystem to Supercharge Impact of MediaSupercharge Impact of Media
Blogs
Search(SEM/SEO)
Official Site
Display
Social Networks
Video Sites
Links To Digital Assets
Links From Digital Assets
Objectives
All Activities Drive Search
Demand OFFLINE
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semanticweb
11
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David Siegel on Web 3.0David Siegel on Web 3.0
Buildings will reorder their own supplies. You'll never buy an album or even a single song again… You'll be able to see what your kids are up to at any moment, every mile you drive in your car, every photograph you take, and every agreement you sign. All via the Semantic Web.
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memories ofThe Far Side…
Allusion adapted from Irish Internet Assocation blog
what we say to search engines
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search’simpact onother media
12
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Presidents Love the GooglePresidents Love the Google
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• Deja’s Usenet archive – 9/01• Pyra Labs/Blogger – 2/03• Applied Semantics – 4/03• Picasa – 7/04• Urchin – 3/05• Nobu’s Executive Chef – 4/05• Dodgeball – 5/05• Reqwireless – 7/05• Wyoming – 8/05• dMarc Broadcasting – 1/06• Upstartle/Writely – 3/06• Oprah – 3/06• @Last/Sketchup – 3/06• Neven Vision – 8/06• JotSpot – 10/06• YouTube – 11/06• Your DNA – 1/06• Adscape – 2/07• DoubleClick – 4/07• Your Firstborn – 7/07• Syndication Rights
to Entourage – 9/07• Cap’n Crunch – 3/08• Amazon – 5/09• New Zealand – 10/13
Go
og
le Acq
uisitio
ns
(partial list)
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Google’s TV plansGoogle’s TV plans
“[Google’s] prototype software… uses a computer's built-in microphone to listen to the sounds in a room. It then filters each 5-second snippet of soundto pick out audio from a TV…,searches an Internet server for a matching fingerprint from a pre-recorded show, and, if it finds a match, displays ads, chat rooms, or other information related to that snippet on the user's computer.”
MIT Technology Review, August 2006
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What Advertisers Want,What Advertisers Want,a la Eric Schmidta la Eric Schmidt
‘Advertisers want a single source where computers can allocate media buying for them across all media.’Paraphrased from Google CEO Eric Schmidt in his
Web 2.0 Expo keynote interview with John Battelle, 4/17/07
Photo Credit: Wired
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12 search tren
ds to
watch
1 online data storage 2 blogs
3 tagging 4 mashups
5 wikis 6 video optimization
7 mobile search 8 personalization
9 long tail optimization 10 social media integration
11 semantic web 12 search’s impact on other media
Web: www.360i.comBlog: www.marketersstudio.comTwitter (if you must): www.twitter.com/dberkowitzLinkedIn: www.linkedin.com/dberkowitz
David BerkowitzDirector of Emerging Media
AppendixAppendix
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On-Site & Off-Site Efforts Drive SEOOn-Site & Off-Site Efforts Drive SEO
· Title and Meta Tags· Video and Rich Media
Optimization· Internal Linking Strategy· Java Script Externalization
· Link Development· Directory Submissions· Emerging Media
On-site Optimization Off-site Optimization
SEO Efforts
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Top 10 SEO Factors: SEOMoz.orgTop 10 SEO Factors: SEOMoz.org
• Top 10 Positive Factors• Keyword Use in Title Tag • Global Link Popularity of Site • Anchor Text of Inbound Link • Link Popularity within the Site's Internal Link
Structure • Age of Site • Topical Relevance of Inbound Links to Site • Link Popularity of Site in Topical Community • Keyword Use in Body Text • Global Link Popularity of Linking Site • Rate of New Inbound Links to Site
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Keyword Use FactorsKeyword Use Factors
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More on the Long TailMore on the Long Tail
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Search + Display EffectivenessSearch + Display Effectiveness
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Wiki EtiquetteWiki Etiquette
Source: March 2007