4. @dannysullivan
THERE IS NO SEARCH REVOLUTION
… debunking myths & theories …
Google Instant would kill SEO
Siri would change everything
Google+ would change everything
Search Plus Your World would change
everything
Facebook Graph Search will change
everything…
9. @dannysullivan
SURVIVING THE SEARCH EVOLUTION
Search Engines
go where your audience is (Google, THEN
others)
Keywords
speak (back) in the language of your
audience
Visibility
tried-and-true SEO, paid search
16. @dannysullivan
SURVIVING LINK “DEMOCRACY”
seek content driven links
Infographics, sure
Outstanding blog posts & content
Viral video campaigns
seek social links, easy but with value
17. @dannysullivan
THE SEARCH & SOCIAL EVOLUTION
… social media turning pages into people,
places & things with reputations
Google+
Authorship
seeks to give
pages real
reputation
beyond links
18. @dannysullivan
THE SEARCH & SOCIAL EVOLUTION
social signals are more
democratic than links as votes
Likes ARE
votes within
Facebook’s
Graph Search
19. @dannysullivan
THE SEARCH & SOCIAL EVOLUTION
Facebook Graph Search seeks to mirror us,
to index us, make our minds searchable
20. @dannysullivan
HOW TO SURVIVE THE SOCIAL EVOLUTION
Be social – it’s no longer an option
Google+ is necessary, do
something with it
Be authoritative; do authorship
21. @dannysullivan
HOW TO SURVIVE THE SOCIAL EVOLUTION
Focus on the general, not the details
Don’t worry if Google does or doesn’t
count Facebook now; things change
Don’t fixate on counts as much as (good)
engagement
not # of retweets but who retweets
23. @dannysullivan
CHANGE OF DANCE PARTNERS
…kind of like changing an engine vs swapping a part…
Main engine keeps
running, but oil filters,
air filters & other parts
changed
Dance victims have to wait until next (maybe
scheduled) maintenance
Some “repair work” never announced
24. @dannysullivan
HOW TO SURVIVE THE GOOGLE DANCE
Don’t gum-up the works
Don’t be on the extreme, be risky
Become essential to the good running of the
engine
Be the fuel, the gas, the energy
can Google live without you? …
25. @dannysullivan
GOOGLE’S KNOWLEDGE “GRABph”
… maybe Google can live without you…
Google’s Knowledge Graph seeks to
provide direct answers…
but Google doesn’t “know” anything
it doesn’t learn from the Web
Eventually, Google will have it all?
28. @dannysullivan
THE UNSTOPPABLE GOOGLE
…faster than a speeding Bing…
Got Gmail? Get Google Now answers before
you ask!
More powerful than an Apple Maps
locomotive…
Apple ain’t gonna never dump Google now
Able to leap FTC anti-trust investigations in a
single bound
-- It’s SuperGoogle!
29. @dannysullivan
SURVIVING SUPERGOOGLE
Even shifting Google Shopping to paid inclusion &
Scroogled attack didn’t slow
So it’s Google’s world; we just live in it?
Not about you; about Google’s users
Is Google relevant? That’s the kryptonite!
Is Google being fair, giving back more than it takes?
Is Google being open & giving choice, as it aspires to
Now, go blog :)
30. @dannysullivan
THE CHANGING PRIVACY LANDSCAPE
“Dark Google” boosts “not provided”
Retargeting polls badly, getting creepy?
even Facebook knows what’s in my shopping cart
Microsoft’s Gmail “Scroogled” campaign
may add to this
Personalized search polls badly
Do Not Track efforts
Google’s privacy policy faces EU review
Pushback coming?
31. @dannysullivan
THE MORE PRIVATE WEB
…why it matters for digital marketers…
Might not know how you found me
Might not know if you’re new
Might not know where you’ve been
Might have less ability to target
though inherent targeting through
keywords remains
Might have less ability to track conversion
32. @dannysullivan
SURVIVING PRIVACY
Embrace it
but explain why if customers want to share, what
they’ll get in return
Savvier assumptions based on landing pages
& sample data
Ironically, maybe online gets more TV-like if
there’s a shift away from conversion
Earn more for leads
Paid for views, regardless of conversion
Paid for estimated brand lift
33. @dannysullivan
THE MOBILE REVOLUTION
Searching everywhere, 24/7
Showrooming
Best Buy’s permanent price
matching
Do Tablets = Desktop?
Google thinks so, might be right
Mobile still is unique
Abandonment an issue
Apps, voice searching a factor
34. @dannysullivan
SURVIVING MOBILE
Be ready for the mobile visitors, anticipate
ways to help
Bricks-and-mortar, assume you’ll be compared,
strategize
It’s a phone, too – give a phone number, and
maybe reinvest in phone support
Look for the Google’s of the app world
Good news – mobile might approach
tablets, in turn approaching desktop