emerging trends in search engine optimization & search engine marketing april 2007

Emerging Trends in Search Engine Optimization & Search Engine Marketing

April 2007


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


Confidence in Search ROIConfidence in Search ROI

Rate your confidence in the ROI metric available for this medium

Source: BusinessWeek, April 2007


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


onlinedatastorage

1


Your Assets are OnlineYour Assets are Online


Google’s View of Asset DigitizationGoogle’s View of Asset Digitization


blogs

2


You Blog, Consumers RespondYou Blog, Consumers Respond(and sometimes call for Regis’s demise)(and sometimes call for Regis’s demise)


Benefits of BloggingBenefits of Blogging

Source: Christina Kerley, ck-blog.com


Dwight’s Office BlogDwight’s Office Blog


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


Clustering Blogs Feeds EcosystemClustering Blogs Feeds Ecosystem

Eco Blogs TV Blogs

Gossip Blogs

Social Networks

Official Site


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


Search Frequency / Blog Postings Appear to Search Frequency / Blog Postings Appear to be Good Predictors of TV Ratingsbe Good Predictors of TV Ratings

Monthly Search Volume (August 2006) vs. TV Ratings

y = 8E-05x + 5.9169

R2 = 0.7047

0

2

4

6

8

10

12

0 10,000 20,000 30,000 40,000 50,000 60,000

Search Volume (August 2006)

TV

Rat

ing

s fo

r P

rem

ier

Ep

iso

de

The Class

Happy Hour

Vanished

Six Degrees Studio 60

Jericho

Heroes

Ugly Betty

Men in Trees

Source: 360i Analysis of Yahoo Keyword Tool projected for entire search industry and Nielsen Ratings; September 2006

Source: 360i Analysis of BlogPulse and Nielsen Ratings; September 2006

70% correlation between August 2006 Search Frequency

and TV ratings

73% correlation between 30 day avg. blog posting

frequency and TV ratings

Blog Posting Frequency vs. TV Ratings (30 day avg.)

y = 801.81x + 4.8552

R2 = 0.7292

0

2

4

6

8

10

12

0 0.001 0.002 0.003 0.004 0.005 0.006 0.007 0.008

T to T-30 Blog Average

TV

Rat

ing

s fo

r P

rem

ier

Ep

iso

de

Men in Trees

Til Death

Happy Hour

Jericho

Vanished

Heroes

Studio 60

Ugly Betty


Sony Flog: Sony Flog: Users RespondUsers Respond

*

http://www.alliwantforxmasisaps3.com/


YouTube Response to Sony FlogYouTube Response to Sony Flog


An alternative view…An alternative view…

Gapingvoid.com


tagging

3


Tagging: Yahoo TagMaps: World ExplorerTagging: Yahoo TagMaps: World Explorer


Cloudalicious: Tag MonitoringCloudalicious: Tag Monitoring


Tagging on NYTimes.comTagging on NYTimes.com

• Launched December 2006

• Appears next to all publicly available articles (not premium content)


mashups

4


Mashup 1.0: MapsMashup 1.0: Maps


Happy Hour MashupsHappy Hour Mashups


Gawker Subway Smells MapGawker Subway Smells Map


Everything’s a Mashup: Yahoo PipesEverything’s a Mashup: Yahoo Pipes


Google: Make Your Own MashupsGoogle: Make Your Own Mashups


Scary Places to Stay, via Google MapsScary Places to Stay, via Google Maps


wikis

5


Lost WikiLost Wiki at ABC.com at ABC.com

http://lostwiki.abc.com/


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


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.”


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


?

?wiki search engine


videooptimization

6


Online Video ViewersOnline Video Viewers


Online Video LandscapeOnline Video Landscape

Cory Treffiletti, MediaPost OnlineSpin, March 2007


Video Optimization: 5 ComponentsVideo Optimization: 5 Components

1. Web page optimization

2. Video file formatting and encoding

3. Syndication

4. Submissions

5. Tracking


Video Sharing SitesVideo Sharing Sites


mRSS: Scientific American’s Video WallmRSS: Scientific American’s Video Wall


Yahoo mRSS SubmissionYahoo mRSS Submission


Blinkx: RSS/mRSS SubmissionsBlinkx: RSS/mRSS Submissions


Beware YouTube BacklashBeware YouTube Backlash


mobilesearch

7


Mobile Search UsageMobile Search Usage


Yahoo Mobile One SearchYahoo Mobile One Search


How Will People Receive Information?How Will People Receive Information?


personalization

8


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


12 trillion pennies

source: kokogiak media, The MegaPenny Project


12 trillion pennies:enough to fill 4.5 Sears Towers


Google Gives the Heads UpGoogle Gives the Heads Up


longtailoptimization

9


Long Tail: HitTailLong Tail: HitTail


More on the Long TailMore on the Long Tail


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


socialmediaintegration

10


Social Media & Search are Social Media & Search are InterconnectedInterconnected

• Search & Social Media are Interdependent

- Linking- Tagging - Content Development

• Social Networking• Blogging/RSS• Podcasting• Video


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

Demandwebsiteoffline


semanticweb

11


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 switch all your accounts (cash, bonds, stocks) to another bank or brokerage using your browser in under a minute. 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.


memories ofThe Far Side…

Allusion adapted from Irish Internet Assocation blog

what we say to search engines

GOOGLE

GOOGLE


search’simpact onother media

12


Presidents Love the GooglePresidents Love the Google


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


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

[email protected]

Web: www.360i.com Blog: www.marketersstudio.comTwitter: www.twitter.com/dberkowitzLinkedIn: www.linkedin.com/dberkowitz

David BerkowitzDirector of Emerging Media

AppendixAppendix


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


Top 10 SEO FactorsTop 10 SEO Factors

• 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 Struct

ure

• 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

http://www.seomoz.org/article/search-ranking-factors#f3












Keyword Use FactorsKeyword Use Factors


Wiki EtiquetteWiki Etiquette

Source: March 2007


TV, Print to Take a HitTV, Print to Take a Hit


Which medium will take the biggest hit in your planning in the next few years?


Clients Love Buzz GenerationClients Love Buzz Generation


True or False: Generating press and buzz is the most important part of building a brand.


It is not Just Discovery.com…It is not Just Discovery.com…

SE Spider/BOT PerspectiveUser/Browser Perspective

BeforePageRank = 4

AfterPageRank = 7

Same Look and Feel

Many Links Added

BackupBackup


12 Search Trends to Watch12 Search Trends to Watch

1. Online Data Storage2. Blogs (Blogging, Blog Marketing, Blog Outreach)3. Tagging4. Mashups (from maps to Yahoo Pipes) 5. Wikis 6. Video Optimization7. Mobile Search (and beyond)8. Personalization: The Law of 12 Trillion9. Long Tail Optimization 10. Social Media Integration11. Semantic Web12. Search’s Impact on Other Media


12 Search Trends to Watch12 Search Trends to Watch

1. Online data storage: more to store, more to optimize2. Blogs/Blog PR – get bloggers on board, and if they bite, they’ll link to you3. Semantic web/Microformats – tap into the new way search engines are

indexing the web semantically4. Tagging – Allow all your content to be tagged so it’s included everywhere tags

are found (del.icio.us, digg, reddit, flickr, Yahoo My Web, etc)5. The rise of the mashup: Mashups: Make your own on Google, or really mash up

feeds on Yahoo Pipes6. Wikis – host a link-rich wiki and encourage others to share their knowledge in

the process7. Mobile8. Video optimization: hotspotting, tagging, etc9. Personalization: The Law of 12 Trillion10. Long tail optimization – optimize around certain valuable long tail keywords

people are using to find you11. Social media integration – leverage all the links and marketing value you can

get from social networks and business networks - have everything link – homepage, blog, social networks, squidoo, twitter, you name it - Page Domination – social media, subdomains

12. The impact of search on other media


McCain Spoofed on MySpaceMcCain Spoofed on MySpace


And The Daily Show Spoofs the SpoofAnd The Daily Show Spoofs the Spoof


TV Still Trumps GoogleTV Still Trumps Google

Appearing at the top of Google Search results is a more effective form of brand-building than a national TV campaign.


Copyright 2007 360i, LLC. All Rights Reserved88Natural Search Listings Paid Listings

Puppyfind.com Has Both Paid and Natural Search Listings

Recommend Page Domination Strategy Recommend Page Domination Strategy Evaluated Where ApplicableEvaluated Where Applicable


No LifeNo Life

Gapingvoid.com


MTV Virtual Laguna BeachMTV Virtual Laguna Beach

It's not yet clear exactly how the brands will be integrated into the space, but what is clear is that marketers are learning they have to "step away from trying to control every brand exposure," said Amanda Richman, senior VP-group director of strategy development and innovation at MediaVest Digital, which is working on behalf of P&G. "This is going beyond pre-roll, product placement, brand profile pages." Ad Age, September 2006


Page Domination: Haus KaufenPage Domination: Haus Kaufen


HGTV Case StudyHGTV Case Study

• HGTV premiered a new TV show aimed at environmentalist called “Living with Ed”

• Goals: - Attract a new set of viewers to HGTV that may not

have watched the channel otherwise using blogs, communities

- Eliminate brand reputation issue on Google

• 360i handled the Blogs, Doner handled everything else……


LAFD on RSS BenefitsLAFD on RSS Benefits

“With RSS, you don't have to reveal your email address to have the new content, such as LAFD News, delivered to your computer. If you want to stop receiving information, you don't have to request to be taken off the list. One click, and poof... the subscription is gone.” – LA Fire Department Blog

LAFD understands importance of educating its

audience on RSS


Page Domination: Wal-MartPage Domination: Wal-Mart


NBC’s Horny Manatee CoupNBC’s Horny Manatee Coup

• In a pre-emptive strike inspired as much by the regulations of the FCC as by the laws of comedy, NBC bought the license to hornymanatee.com, for $159, after the taping of the Dec. 4 show but before it was broadcast.

• [One week later], hornymanatee.com — created by Mr. O’Brien’s staff and featuring images of such supposedly forbidden acts as “Manatee-on-Manatee” sex (again using characters in costumes) — had received approximately 3 million hits, according to NBC. Meanwhile several thousand of Mr. O’Brien’s viewers have also responded to his subsequent on-air pleas that they submit artwork and other material inspired by the aquatic mammals, and the romantic and sexual shenanigans they imagine, to the e-mail address [email protected].

- NY Times, December 12 2006

•In sketch on college mascots, a Conan O’Brien band member ad libs reference to HornyManatee.com

•NBC snags site between taping and before it airs, garners 3 million hits almost overnight


Now… Search and Win with Now… Search and Win with K-FedK-Fed!!


Social Networks – Marketer-OwnedSocial Networks – Marketer-Owned

• Borders (on Gather): Borders.Gather.com• Buy.com: Yub.com• Carnival Cruises: Carnival Connections• Conde Nast: Flip.com (Feb 07 launch – teen girls) • Disney: Disney.com, Family.com (Mar 07 launch)• Hoovers: HooversConnect (Oct 06 beta)• HGTV: Rate My Room (Feb 07)• Olivia (lesbian travel): Olivia (launch date TBD)• Pontiac: Pontiac Underground (Feb 07 launch, partner with Yahoo)• Reebok: Go Run Easy• Showtime’s “The L-Word”: OurChart (Jan 07 launch)• The Sun (UK tabloid): MySun • Wal-Mart: The Hub (SHUT DOWN OCT 06)


CultSpace: MySpace for CultsCultSpace: MySpace for Cults

emerging trends in search engine optimization & search engine marketing april 2007

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