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THERE IS NO FUTURE FOR SEARCH.

THERE IS NO FUTURE FOR SEARCH. SEARCH IS DEAD. I MEAN FOR REAL. ΝΟ. SEARCH IS JUST SHIFTING. HOW DID WE GET HERE?. OFFLINE. JUNE 25th. MICHAEL JACKSON DIES. ONLINE. 10 DAYS LATER PEOPLE WERE MAKING A TRIBUTE TO THE PRINCE!. OFFLINE. ONLINE.

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THERE IS NO FUTURE FOR SEARCH.

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  1. THERE IS NO FUTURE FOR SEARCH.

  2. SEARCH IS DEAD.

  3. I MEAN FOR REAL.

  4. ΝΟ

  5. SEARCH IS JUST SHIFTING.

  6. HOW DID WE GET HERE?

  7. OFFLINE JUNE 25th. MICHAEL JACKSON DIES

  8. ONLINE

  9. 10 DAYS LATER PEOPLE WERE MAKING A TRIBUTE TO THE PRINCE! OFFLINE

  10. ONLINE THIS IS THE HISTORY OF A YOUTUBE VIDEO THAT MADE 6.500.000 VIEWS

  11. IF MICHAEL JACKSON WAS A BRAND, HE WOULD BE A 360 COMMUNICATION CASE STUDY.

  12. CLUE: } { Search is a vital part of every 360 communication plan.

  13. SEARCH OFFLINE ONLINE

  14. OF ALL SEARCHES ARE DRIVEN BY OFFLINE MESSAGES 67%

  15. +

  16. EVERYTHING THAT HAPPENS OFFLINE REFLECTS ON SEARCH.

  17. BRANDED SEARCH TRAFFIC IS AN ACCEPTABLE KPI TO MEASURE A BRAND’S AWARENESS

  18. STOP CONSIDERING SEARCH AS ANOTHER MEDIUM

  19. SEARCH IS A DISTRIBUTION CHANNEL.

  20. SEARCH IS EVERYWHERE.

  21. HOW SOCIAL AFFECTS SEARCH a.k.a The History of Ranking Signals

  22. 1996 1999 2002 2005 2009 2011 ON-PAGE KEYWORD USAGE + META DATA

  23. 1996 1999 2002 2005 2009 2011 PAGERANK + ON-PAGE

  24. 1996 1999 2002 2005 2009 2011 ANCHOR TEXT + DOMAIN NAME + PAGERANK + ON-PAGE

  25. 1996 1999 2002 2005 2009 2011 DOMAIN AUTHORITY + DIVERSITY OF LINKING DOMAINS + TOPIC MODELING + ANCHOR TEXT + DOMAIN NAME + PAGERANK + ON-PAGE

  26. 1996 1999 2002 2005 2009 2011 THE ENTRY OF SOCIAL SIGNALS FROM FACEBOOK + TWITTER

  27. 2011 & BEYOND

  28. BRAND VS GENERICS

  29. BRAND Have people working for them GENERICS Often don’t have (many) employees GOOGLE * Does anyone on Linkedin say they work there?

  30. BRAND Own their social pages 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?

  31. BRAND Display obvious contact info and robust “about” pages GENERICS Might have just a contact form GOOGLE *Do the about/contact on the site exist and contain robust info?

  32. BRAND Register w/ relevant government and trade associations 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?

  33. BRAND Get branded search volume for their name GENERICS Might not have any branded search demand GOOGLE * Do verified, long-time registered users search for the brand with organic patterns?

  34. BRAND Run offline marketing & advertising campaigns GENERICS Usually skip “real word” marketing GOOGLE * Are these signals/evidence of offline marketing or advertising campaigns?

  35. BRAND Have an office address & physical presence GENERICS Often forego any offline presence GOOGLE * Does the business have an associated address via any trusted local data sources?

  36. ENTITY ASSOCIATIONS

  37. HUMAN RATERS & TRUSTED BEHAVIOUR

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