THERE IS NO FUTURE FOR SEARCH.
description
Transcript of THERE IS NO FUTURE FOR SEARCH.
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THERE IS NO FUTURE FOR SEARCH.
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SEARCH IS DEAD.
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I MEAN FOR REAL.
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ΝΟ
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SEARCH IS JUST SHIFTING.
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HOW DID WE GET HERE?
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JUNE 25th. MICHAEL JACKSON DIES
OFFLINE
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ONLINE
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OFFLINE
10 DAYS LATER
PEOPLE WERE
MAKING A TRIBUTE
TO THE PRINCE!
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ONLINE
THIS IS THE HISTORY OF A YOUTUBE VIDEO THAT MADE6.500.000 VIEWS
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IF MICHAEL JACKSON WAS A BRAND, HE WOULD BE A 360 COMMUNICATIONCASE STUDY.
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CLUE:
{ }Search is a vital part of every 360 communication plan.
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OFFLINE
SEARCH
ONLINE
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OF ALL SEARCHES ARE DRIVEN BY OFFLINE MESSAGES
67%
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+
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EVERYTHING THAT HAPPENS OFFLINE REFLECTS ON SEARCH.
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BRANDED SEARCH TRAFFIC IS AN ACCEPTABLE KPI TO MEASURE A BRAND’S AWARENESS
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CONSIDERING SEARCH AS ANOTHER STOP
MEDIUM
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DISTRIBUTION CHANNEL.
SEARCH IS A
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SEARCH ISEVERYWHERE.
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HOW SOCIAL AFFECTS SEARCH
a.k.a The History of Ranking Signals
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1996 1999 2002 2005 2009 2011
ON-PAGE KEYWORD USAGE+
META DATA
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1996 1999 2002 2005 2009 2011
PAGERANK+
ON-PAGE
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1996 1999 2002 2005 2009 2011
ANCHOR TEXT + DOMAIN NAME + PAGERANK +
ON-PAGE
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1996 1999 2002 2005 2009 2011
DOMAIN AUTHORITY + DIVERSITY OF LINKING
DOMAINS + TOPIC MODELING + ANCHOR TEXT + DOMAIN NAME
+ PAGERANK + ON-PAGE
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1996 1999 2002 2005 2009 2011
THE ENTRY OF SOCIAL SIGNALS FROM
FACEBOOK + TWITTER
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2011 & BEYOND
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BRAND
VS
GENERICS
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Have people working for themBRAND
GENERICS Often don’t have (many) employees
GOOGLE* Does anyone on Linkedin say they work there?
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Own their social pagesBRAND
GENERICS Sometimes lack a social presence
GOOGLE* Do they have a Facebook company page?* Do they have a followed/verified Twitter account?* Do they have a Linkedin company page?
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Display obvious contact info and robust “about” pagesBRAND
GENERICS Might have just a contact form
GOOGLE*Do the about/contact on the site exist and contain robust info?
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Register w/ relevant government and trade associations BRAND
GENERICS Don’t register much of anything
GOOGLE* Does the business have a taxpayer ID, proof of registration in a government/civic org’s accessible database?
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Get branded search volume for their name BRAND
GENERICS Might not have any branded search demand
GOOGLE* Do verified, long-time registered users search for the brand with organic patterns?
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Run offline marketing & advertising campaigns BRAND
GENERICS Usually skip “real word” marketing
GOOGLE* Are these signals/evidence of offline marketing or advertising campaigns?
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Have an office address & physical presence BRAND
GENERICS Often forego any offline presence
GOOGLE* Does the business have an associated address via any trusted local data sources?
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ENTITYASSOCIATIONS
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HUMANRATERS & TRUSTED
BEHAVIOUR
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YOU CAN NOW BLOCK DOMAINS YOU DON’T LIKE
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3+1 TIPS TO SURVIVE
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DON’T FORGET THE GROUND RULES!
1.
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CONTENTRELEVANT CONTENT
UNIQUE CONTENTFRESH CONTENT
SHAREABLE CONTENT2.
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LEAVE YOUR ON THE WEB!
3. SOCIAL GRAPH ALGORITHMS
APPRECIATE IT!
MARK
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4.DON’T FORGET THE GROUND RULES!
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CASE STUDIES
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TRAVELPLANET24SEO & USABILITY
Organic Traffic Increased by 308%
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Conversion Rate increased by 232%
TRAVELPLANET24SEO & USABILITY
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TRAVELPLANET24SEO & USABILITY
11.436 Ranking Keywords
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TRAVELPLANET24SEO & USABILITY
Top Ranking Positions for Important Keywords
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TRAVELPLANET24SEO & USABILITY
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XO.gr SEO
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XO.gr SEO
Organic Traffic Increased by 272%
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Ranking Keywords Increased by 224%
XO.gr SEO
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XO.gr SEO
Top Ranking Positions for Important Keywords
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XO.gr SEO
Top Ranking Positions for GEO Keywords
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THANK YOU.