Let Me Google That For You
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Search has evolved into one of the most critical pillars of the modern web ecosystem - search engines don't just send people to websites, they can make or break brands, influence opinion, and take the pulse of the world in real-time.
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Let Me Google That For You
- 1. flickr // Erik Pitti
- 2. hi there i’m sean mulholland
- 3. hi there i’m sean mulholland today we’ll be talking about search
- 4. hi there i’m sean mulholland today we’ll be talking about search beyond keywords and links
- 5. search marketing is often thought of as… • Driving direct traffic on your site. • Optimizing your website to rank more highly. • Largely dependent on things like keywords, links, and tags. or… • Paid search marketing (PPC/CPC) ads. • Conversion tracking and profitability. • AdWords, AdCenter, Yahoo Search Marketing, etc…
- 6. …but search is about much more than just traffic flickr // doug88888
- 7. when people search, what do the results influence? • Relevance • A high ranking can associate your site with the search query. • Brand perception • Do you rank well for key terms related to your brand? • Are the results positive? How about 3rd party sites? • Message • Do the 3rd party sites appearing in the results support you? • Are there conflicting messages appearing in the results? • Volume of results • Do you appear once (or not at all) vs. having a dominant presence in the SERPs? * Enqiro / Google “The Brand Lift of Search”
- 8. for example… * 1st page results on 08/17/09
- 9. this is a little better * 1st page results on 08/02/09
- 10. search engines are the gateway to information on the web flickr // hendry
- 13. search will surface content you don’t control
- 14. search will surface content you don’t control and some of those searches won’t be on “search engines”
- 15. search will surface content you don’t control and some of those searches won’t be on “search engines” and the results won’t always be websites
- 16. there is a world of search beyond web results • Image search • Video search • Blog search • News search • Real-time search • Trend / Popularity search • People search • Product search
- 17. beyond your website, what content appears? flickr // respres
- 18. for example…
- 19. for example…
- 20. for example… * 1st page results on 08/05/09
- 21. for example… * 1st page results on 08/05/09
- 22. for example…
- 23. it’s vital to develop and influence 3rd party content • Websites, microsites, or blogs you control • Social networking profiles • A searchable Twitter history • Directory listings • Proprietary site profiles • Third-party mentions in the media or blogosphere • Video, images, and other multimedia • Forums and bulletin boards • Wikipedia, Yelp, review sites, and other social media
- 24. because that 3rd party content is not just searchable, but trusted
- 25. and it can have positive effects on your search strategy • Links are the backbone of modern search • Lots of 3rd party content means a high likelihood of inbound links • Lots of inbound links ultimately benefit your root domain
- 26. thanks for listening. any questions? (www.seanmulholland.com)