future of search
DESCRIPTION
Presentation about the changing landscape of online search as it relates to personalization and localization in search engines, local online directories and mobile devices and what these changes mean for your nonprofit, sharing a case study from Planned Parenthood. This is a helpful update to all those wondering about search engine optimization (SEO), pay-per-click (PPC) advertising, local business results and smartphone apps and how to drive quality traffic to your website.TRANSCRIPT
The Future of Search
Amman BadlaniManager, Online Marketing and Analytics
December 15, 2010
Today’s Session
• Important recent changes in Search
• PPOL’s efforts as they relate to Search
• Things you can do
• Q&A
Our Mission and ScopePlanned Parenthood is a trusted health care provider, an informed
educator, a passionate advocate, and a global partner helping similar
organizations around the world.
Search Marketing is important to Planned Parenthood because it allows
people to find and connect to the organization in a way that is growing
every year. When it comes to the changing landscape of Search, the key
objectives are to:
• Understand the major changes in detail.
• Find out how they can help you meet your goals.
Search and Relevance• Search engines are on a never-ending quest for relevance.
• Why does this matter for Planned Parenthood?
Search and Relevance• Search engines are on a never-ending quest for relevance.
• Why does this matter for Planned Parenthood?
Real-Time Search• Highly relevant, fresh content from across the entire web
• Social networks, news and micro-blogs (e.g., Twitter)
Instant Search• Highly relevant, fresh content with search predictions to shorten time to
results
Instant Preview• Get an idea of the what’s on a page without having to click through
• Pinpoint relevant content
Approach
• Local Search Marketing
• Personalization of Search Results
• Social Media Optimization (SMO)
Local Search Marketing• Includes Local Online Directories, Mobile Search and Smartphone
Apps
• Helps you connect to local businesses using a variety of different
sources and/or tools.
Personal search:
• Allows search engines to base their results on your personal preferences• Provides more relevant and useful results
How does it work?
• Signed into your Google or Windows Live account and have Web History enabled
• Or up to 180 days of past search information linked to an anonymous cookie stored on your browser
Personalization of Search
Sponsored listings
Local results
Organic listings
News results
Universal & Personal Search
Universal & Personal Search
Social network results
Web history results
Bookmarkedpage results
“Wish list” results
Social Media Optimization• Social Media affects every aspect of the decision making process
• All comes down to Engagement
PPOL’s Efforts
Local Online Directories
Local Online Directories
Let’s move on to Mobile Search. Consider the following:
o In general, comScore estimated that in April 2010 34.9 million people in the US conducted mobile searches via their mobile browser.
o According to Google, there has been a +150% increase in the number of searches for “planned parenthood” in the US on Google Mobile year-over-year!
Mobile Search
Mobile Search
Another way potential Planned Parenthood clients can find our health centers is through SEM ads that allow them to Click-to-Call directly from their mobile browsers to reach Planned Parenthood locations.
These ads can be targeted to specific devices, e.g., Android, iPhone/iPod Touch, Palm webOS, etc. or we can target devices exclusively, e.g., iPad only.
Mobile Search
Mobile Search
As more and more people purchase smartphones in the coming years, focusing on ‘apps’ is becoming more relevant and important. Many of these apps depend on the location of its users to work.
In April, comScore estimated that 10.3 million people searched via an app in the US.
Smartphone Apps
Personalization of SearchExample
Monica searches “birth control options” – she is friends with 6 people that “Like” Planned Parenthood on Facebook.
Result: Planned Parenthood increases on the search results pageMonica has a connection to Planned Parenthood making it more relevant to her.
Example
Nina searches “birth control options” – she follows 35 people on Twitter, many of which follow Planned Parenthood on Twitter, and she has read about contraception on Wikipedia.
Result: Planned Parenthood increases on the search results pageNina is interested in contraception and her friends seem to like Planned Parenthood, maybe she will too.
Social Media• Increase traffic to PlannedParenthood.org
• Create content for other social media activities, e.g., microblogs, social
networking, etc.
Social Media
Things You Can Do
Here’s what you should do: 1. Do a search for your organizations in Google Maps,
Yahoo! Local, YellowPages.com, etc. and Smartphone apps and check if your listings exist.
2. Do a search in Google, Bing, etc. for any sensitive information and look for any pages that associate them with your organization.
3. Claim your listings either in each directory or app:• Individually• Use a service, e.g., Universal Business Listing (UBL),
Localeze, etc to provide bulk information in a variety of directories.
Local Online Directories
Here’s what you should do:
1. Make your pages as easy as possible to find.2. Position your pages with relevant keywords in mind.3. Create content that users find useful and valuable.
Personalization of Search
Here’s what you should do:
1. ‘Listen’ to conversations regularly.2. Create a blog and post fresh content regularly.3. Optimize posts, tweets, etc to include top target keywords
for your content.
Social Media Optimization (SMO)
Q&A