emerging trends in search engine optimization & search engine marketing april 2007
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Emerging Trends in Search Engine Optimization & Search Engine Marketing
April 2007
Copyright 2007 360i, LLC. All Rights Reserved2
Copyright 2007 360i, LLC. All Rights Reserved3
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
Copyright 2007 360i, LLC. All Rights Reserved4
Confidence in Search ROIConfidence in Search ROI
Rate your confidence in the ROI metric available for this medium
Source: BusinessWeek, April 2007
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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
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onlinedatastorage
1
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Your Assets are OnlineYour Assets are Online
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Google’s View of Asset DigitizationGoogle’s View of Asset Digitization
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blogs
2
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You Blog, Consumers RespondYou Blog, Consumers Respond(and sometimes call for Regis’s demise)(and sometimes call for Regis’s demise)
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Benefits of BloggingBenefits of Blogging
Source: Christina Kerley, ck-blog.com
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Dwight’s Office BlogDwight’s Office Blog
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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
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Clustering Blogs Feeds EcosystemClustering Blogs Feeds Ecosystem
Eco Blogs TV Blogs
Gossip Blogs
Social Networks
Official Site
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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
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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
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Sony Flog: Sony Flog: Users RespondUsers Respond
*
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YouTube Response to Sony FlogYouTube Response to Sony Flog
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An alternative view…An alternative view…
Gapingvoid.com
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tagging
3
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Tagging: Yahoo TagMaps: World ExplorerTagging: Yahoo TagMaps: World Explorer
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Cloudalicious: Tag MonitoringCloudalicious: Tag Monitoring
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Tagging on NYTimes.comTagging on NYTimes.com
• Launched December 2006
• Appears next to all publicly available articles (not premium content)
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mashups
4
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Mashup 1.0: MapsMashup 1.0: Maps
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Happy Hour MashupsHappy Hour Mashups
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Gawker Subway Smells MapGawker Subway Smells Map
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Everything’s a Mashup: Yahoo PipesEverything’s a Mashup: Yahoo Pipes
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Google: Make Your Own MashupsGoogle: Make Your Own Mashups
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Scary Places to Stay, via Google MapsScary Places to Stay, via Google Maps
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wikis
5
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Lost WikiLost Wiki at ABC.com at ABC.com
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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
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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.”
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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
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?
?wiki search engine
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videooptimization
6
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Online Video ViewersOnline Video Viewers
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Online Video LandscapeOnline Video Landscape
Cory Treffiletti, MediaPost OnlineSpin, March 2007
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Video Optimization: 5 ComponentsVideo Optimization: 5 Components
1. Web page optimization
2. Video file formatting and encoding
3. Syndication
4. Submissions
5. Tracking
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Video Sharing SitesVideo Sharing Sites
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mRSS: Scientific American’s Video WallmRSS: Scientific American’s Video Wall
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Yahoo mRSS SubmissionYahoo mRSS Submission
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Blinkx: RSS/mRSS SubmissionsBlinkx: RSS/mRSS Submissions
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Beware YouTube BacklashBeware YouTube Backlash
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mobilesearch
7
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Mobile Search UsageMobile Search Usage
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Yahoo Mobile One SearchYahoo Mobile One Search
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How Will People Receive Information?How Will People Receive Information?
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personalization
8
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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
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12 trillion pennies
source: kokogiak media, The MegaPenny Project
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12 trillion pennies:enough to fill 4.5 Sears Towers
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Google Gives the Heads UpGoogle Gives the Heads Up
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longtailoptimization
9
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Long Tail: HitTailLong Tail: HitTail
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More on the Long TailMore on the Long Tail
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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
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socialmediaintegration
10
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Social Media & Search are Social Media & Search are InterconnectedInterconnected
• Search & Social Media are Interdependent
- Linking- Tagging - Content Development
• Social Networking• Blogging/RSS• Podcasting• Video
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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
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semanticweb
11
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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.
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memories ofThe Far Side…
Allusion adapted from Irish Internet Assocation blog
what we say to search engines
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search’simpact onother media
12
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Presidents Love the GooglePresidents Love the Google
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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
Copyright 2007 360i, LLC. All Rights Reserved69Randy Siegel, The New York Times, 10/10/05
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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
Web: www.360i.com Blog: www.marketersstudio.comTwitter: www.twitter.com/dberkowitzLinkedIn: www.linkedin.com/dberkowitz
David BerkowitzDirector of Emerging Media
AppendixAppendix
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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
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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
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Keyword Use FactorsKeyword Use Factors
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Wiki EtiquetteWiki Etiquette
Source: March 2007
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TV, Print to Take a HitTV, Print to Take a Hit
Source: BusinessWeek, April 2007
Which medium will take the biggest hit in your planning in the next few years?
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Clients Love Buzz GenerationClients Love Buzz Generation
Source: BusinessWeek, April 2007
True or False: Generating press and buzz is the most important part of building a brand.
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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
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Thank YouThank You
Web: www.360i.com | Blog: www.marketersstudio.com
My Profiles/Pages: Del.icio.us | Flickr | LinkedIn | MySpace | Twitter | YouTube
Web: www.360i.com | Blog: www.marketersstudio.com
My Profiles/Pages: Del.icio.us | Flickr | LinkedIn | MySpace | Twitter | YouTube
David BerkowitzDirector of Emerging Media
Copyright 2007 360i, LLC. All Rights Reserved83
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
Copyright 2007 360i, LLC. All Rights Reserved84
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
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McCain Spoofed on MySpaceMcCain Spoofed on MySpace
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And The Daily Show Spoofs the SpoofAnd The Daily Show Spoofs the Spoof
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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.
Source: BusinessWeek, April 2007
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Puppyfind.com Has Both Paid and Natural Search Listings
Recommend Page Domination Strategy Recommend Page Domination Strategy Evaluated Where ApplicableEvaluated Where Applicable
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No LifeNo Life
Gapingvoid.com
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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
Copyright 2007 360i, LLC. All Rights Reserved91
Page Domination: Haus KaufenPage Domination: Haus Kaufen
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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……
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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
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Page Domination: Wal-MartPage Domination: Wal-Mart
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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
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Now… Search and Win with Now… Search and Win with K-FedK-Fed!!
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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)
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CultSpace: MySpace for CultsCultSpace: MySpace for Cults