emerging trends in search engine optimization & search engine marketing web 2.0 expo april 17,...

Emerging Trends in Search Engine Optimization & Search Engine Marketing

Web 2.0 ExpoApril 17, 2007David BerkowitzDirector of Emerging Media360i

Copyright 2007 360i, LLC. All Rights Reserved2

So 2006


If Kevin Federline can figure it out, you can run Google.


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

Source: Google


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


YouTube Response to Sony FlogYouTube Response to Sony Flog


Sony Flog: Users RespondSony Flog: Users Respond

*


An alternative view…An alternative view…

Gapingvoid.com


tagging

3


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


Cloudalicious: Tag MonitoringCloudalicious: Tag Monitoring


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 Wiki at ABC.comLost Wiki at 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


You should seekhelp, Mort.

Funny, I keep feeling Flickred, Twittered, and TellMe’d.


Long Tail: HitTailLong Tail: HitTail


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


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


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 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


• 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)


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


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


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.comBlog: www.marketersstudio.comTwitter (if you must): 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 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


Keyword Use FactorsKeyword Use Factors


More on the Long TailMore on the Long Tail


Search + Display EffectivenessSearch + Display Effectiveness


Wiki EtiquetteWiki Etiquette

Source: March 2007

emerging trends in search engine optimization & search engine marketing web 2.0 expo april 17,...

Documents

rights reserved blogs

rights reserved mashups

rights reserved tagging

rights reserved confidence

rights reserved sony

rights reserved screen

rights reserved gawker

media slide