The Future of Search
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The Future of Search Athens :: 17 th June 2010 Doug Platts Head of Natural Search
description
Doug Platts, Head of Natural Search at iCrossing presented The Future of Search at Online Marketing, Athens - June 2010
Transcript of The Future of Search
The Future of SearchAthens :: 17th June 2010
Doug PlattsHead of Natural Search
• The challenges of the digital marketplace
Presentation Goals
• Key developments within Search
• Introduction to iCrossing
• A change in consumer behaviour
Natural Search
Search Marketing
Social Media Monitoring
Display Advertising
Design & Build
Content & Editorial
Creative
Affiliates
Market Research
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So Where Are We?
Scale, Flux and Complexity
HELLO, I’M HERE!ATTENTION DEFICIT DISORDER
CONSUMERS:
Increasingly sophisticated
Informed decision-making
Empowered to choose
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Increasing pace of technological change
Everything is connected
Data is incomplete, change is continuous
Paradox of information overload creating uncertainty
Technological Change & Fragmentation
Search vs Social
The Death of SEO?
Growth of Search Spend
From Page Rank to the Social Graph
Links: a limited view
Troubled linksRich get richer
Easy to spam
Ambiguity and
context
Subjectivity
Publisher vs.
searcher
New signals…
The Vince Update
User data
Semantic
relationships
New search signals
Results (post Vince)
Google knows you
Personalised search
What I mean
Who I know
Who I like
Personalisation as a channel
Bitrot @flickr
Social Search
What your friends are saying?
Social Search
Recommendation
Dissatisfaction
Engagement
Real-time search
Google integration
Twitter hot topics
Search interface update
The Social Graph
The Social Graph
Facebook Like button
Facebook Like button
Good news for Facebook
Users – data privacy ?
Site owners (brands/organisations) – what is in it
for them ?
Whose data is it?
Link graph vs. Social graph
The Connected User
What is a connected user?
Web 1.0 Brochure ware
Domain specific
experience
Online shopfront
Silo Marketing
What is a connected user?
Web 2.0Connected web
Content distribution tools
User in control of UI
Network of experiences
Connected brands
euskeratsky@flickr
Digg – a distributed brand experience
The Holistic Approach
What is a connected user?
Web 3.0?Connected user
Social graph
Social context
Semantic web
User-driven web
jurvetson@flickr
So What?
Research Destination
Research Destination
ComparePrice
ComparePrice
ResearchHotel
ResearchHotel BookBook Review &
ShareReview &
Share
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User Goal: Book a cheap holiday online.
Search EngineSearch Engine
Brand websiteBrand website
Price ComparisonPrice Comparison
Social MediaSocial Media
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User-centric planning
User-centric strategy
CREATIVE
SOCIAL
SEARCH
RESEARCHSTRATEGYPLANNING
EVALUATION
User-centric evaluation
What does it mean?
User data will redefine how we discover
content
Next generation web architecture ?
Page Index (Google) vs. User Index
(Facebook)
Visibility is about more than traditional
SEO
What does it mean for brands?
The bad news…
Rapid innovation
A moving target
The good news…
Take the user view - underlying motivations do not change
Listen and measure
Client/agency
partnerships
Putting it in perspective
1/3 of all search queries are Navigational
1/3 of all search queries are Commercial
1/3 of all search queries are Informational
400M+ Facebook users vs. 20B+ pages
indexed by Google
Links will always be a signal
‘Blue Hat’
Questions to ask…
Do we know where our customers are?
Are we listening to them?
Are they likely to discuss, link to and ‘like’
our content?
Are we building relationships and
connections?
Are we planning in silos or across teams?
How are we measuring success?
Thank [email protected] / @dougplatts
