Emerging Trends in Search Engine Optimization & Search Engine Marketing Web 2.

0 Expo April 17, 2007
David Berkowitz Director of Emerging Media 360i

So

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If Kevin Federline can figure it out, you can run Google.
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Each Medium Influences the Other
Offline Content Online Advertising Category Search Advertising Creates Demand Off-Site SEO Drives online buzz and increased links with specific niches On-Site SEO Drives marketing reach for generic terms & defends the brand Paid Search (Long Tail) Captures demand

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Confidence in Search ROI
Rate your confidence in the ROI metric available for this medium

Source: BusinessWeek, April 2007
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1

online data storage

12 search trends to watch

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blogs

3 5
wikis

tagging

4 6

mashups

video optimization

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mobile search

8

personalization

9 10

long tail optimization

social media integration

11

semantic web

12

search’s impact on other media
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1 online data storage
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Your Assets are Online

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Google’s View of Asset Digitization

Source: Google

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2 blogs
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You Blog, Consumers Respond (and sometimes call for Regis’s demise)

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Benefits of Blogging

Source: Christina Kerley, ck-blog.com
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Dwight’s Office Blog

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Pre-Launch Search Results: Living with ED

Erectile Dysfunction Dominates Top 3 Results

Key • • • • HGTV.com Blog Media coverage Other relevant sites

Screen shot from Dec 15 2006

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Clustering Blogs Feeds Ecosystem
Eco Blogs TV Blogs

Gossip Blogs

Official Site
Social Networks

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Six Weeks Later – Cialis Moves to #52, Myspace #27
Livingwithed.net & HGTV.com Hold #1 & #2

Key HGTV.com Blog Media coverage Other relevant sites

Screen shot from Feb 5, 2007
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YouTube Response to Sony Flog

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Sony Flog: Users Respond

*

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An alternative view…

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Gapingvoid.com

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3 tagging
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Tagging: Yahoo TagMaps: World Explorer

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Cloudalicious: Tag Monitoring

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4 mashups
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Mashup 1.0: Maps

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Happy Hour Mashups

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Gawker Subway Smells Map

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Everything’s a Mashup: Yahoo Pipes

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Google: Make Your Own Mashups

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Scary Places to Stay, via Google Maps

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5 wikis
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Lost Wiki at ABC.com

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Marketers 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…

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 zombiegenerating T-Virus on London, crippling the British economy and severely limiting its naval capabilities.”

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The 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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6 video optimization
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Online Video Viewers

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Online Video Landscape

Cory Treffiletti, MediaPost OnlineSpin, March 2007
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Video Optimization: 5 Components

1. 2. 3. 4. 5.

Web page optimization Video file formatting and encoding Syndication Submissions Tracking

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Video Sharing Sites

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mRSS: Scientific American’s Video Wall

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Yahoo mRSS Submission

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Blinkx: RSS/mRSS Submissions

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Beware YouTube Backlash

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7 mobile search
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Mobile Search Usage

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Yahoo Mobile One Search

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How Will People Receive Information?

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8 personalization
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Personalized Search: Optimizing for 1… or 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

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source: kokogiak media, The MegaPenny Project Copyright 2007 360i, LLC. All Rights Reserved

12 trillion pennies: enough to fill 4.5 Sears Towers

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Google Gives the Heads Up

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9 long tail optimization
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Funny, should feeling Flickred, You I keep seek Twittered, and TellMe’d. help, Mort.

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Long Tail: HitTail

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The Long Tail of Search Queries
Britney MySpace layouts recipes Iraq news Mystic CT vacation rentals Billy Joel song lyrics Slingbox time warner cable modem compatibility

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Image adapted from Chris Anderson, LongTail.com

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10 social media integration
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Strategy: Create Integrated Ecosystem to Supercharge Impact of Media Official Site Blogs Social Networks Video Sites

Search
(SEM/SEO)

Display

Links To Digital Assets Links From Digital Assets Objectives

All Activities Drive Search Demand
OFFLINE
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11 semantic web
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David 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 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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what we say to search engines

memories of The Far Side…

GOOGLE GOOGLE

Allusion adapted from Irish Internet Assocation blog
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12 search’s impact on other media
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Presidents Love the Google

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Google Acquisitions

• • • • • • • • • • • • •

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Deja’s Usenet archive – 9/01 Pyra Labs/Blogger – 2/03 Applied Semantics – 4/03 Picasa – 7/04 Urchin – 3/05 Nobu’s Executive Chef – 4/05 Dodgeball – 5/05 Reqwireless – 7/05 Wyoming – 8/05 dMarc Broadcasting – 1/06 Upstartle/Writely – 3/06 Oprah – 3/06 @Last/Sketchup – 3/06

(partial list)

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Google’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 sound to 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
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What Advertisers Want, a la Eric Schmidt

‘Advertisers want a single source where computers can allocate media buying for them across all media.’
Paraphrased from Google CEO Eric Schmidt in his Web 2.0 Expo keynote interview with John Battelle, 4/17/07

Photo Credit: Wired
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Randy Siegel, The New York All Rights Reserved Copyright 2007 360i, LLC. Times, 10/10/05

1

online data storage

2 4

blogs

12 search trends to watch

3 5 7 9
wikis

tagging

mashups

6

video optimization

mobile search

8 10 12

personalization social media integration search’s impact on other media

long tail optimization

11

semantic web

David Berkowitz
Director of Emerging Media

dberkowitz@360i.com 212-703-7257 Web: www.360i.com Blog: www.marketersstudio.com Twitter (if you must): www.twitter.com/dberkowitz LinkedIn: www.linkedin.com/dberkowitz
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Appendix

On-Site & Off-Site Efforts Drive SEO

SEO Efforts
On-site Optimization Off-site Optimization

• Title and Meta Tags • Video and Rich Media Optimization • Internal Linking Strategy • Java Script Externalization

• Link Development • Directory Submissions • Emerging Media

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Top 10 SEO Factors: SEOMoz.org
• • • • • • • • • • •

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 Structure 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 Factors

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More on the Long Tail

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Search + Display Effectiveness

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Wiki Etiquette

Source:
March 2007
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