THERE IS NO FUTURE FOR SEARCH.. SEARCH IS DEAD. I MEAN FOR REAL.
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THERE IS NO FUTURE FOR SEARCH.
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Transcript of THERE IS NO FUTURE FOR SEARCH.. SEARCH IS DEAD. I MEAN FOR REAL.
THERE IS NO FUTURE FOR SEARCH.
SEARCH IS DEAD.
I MEAN FOR REAL.
ΝΟ
SEARCH IS JUST SHIFTING.
HOW DID WE GET HERE?
JUNE 25th. MICHAEL JACKSON DIES
OFFLINE
ONLINE
OFFLINE
10 DAYS LATER
PEOPLE WERE
MAKING A TRIBUTE
TO THE PRINCE!
ONLINE
THIS IS THE HISTORY OF A YOUTUBE VIDEO THAT MADE6.500.000 VIEWS
IF MICHAEL JACKSON WAS A BRAND, HE WOULD BE A 360 COMMUNICATIONCASE STUDY.
CLUE:
{ }Search is a vital part of every 360 communication plan.
OFFLINE
SEARCH
ONLINE
OF ALL SEARCHES ARE DRIVEN BY OFFLINE MESSAGES
67%
+
EVERYTHING THAT HAPPENS OFFLINE REFLECTS ON SEARCH.
BRANDED SEARCH TRAFFIC IS AN ACCEPTABLE KPI TO MEASURE A BRAND’S AWARENESS
CONSIDERING SEARCH AS ANOTHER STOP
MEDIUM
DISTRIBUTION CHANNEL.
SEARCH IS A
SEARCH ISEVERYWHERE.
HOW SOCIAL AFFECTS SEARCH
a.k.a The History of Ranking Signals
1996 1999 2002 2005 2009 2011
ON-PAGE KEYWORD USAGE+
META DATA
1996 1999 2002 2005 2009 2011
PAGERANK+
ON-PAGE
1996 1999 2002 2005 2009 2011
ANCHOR TEXT + DOMAIN NAME + PAGERANK +
ON-PAGE
1996 1999 2002 2005 2009 2011
DOMAIN AUTHORITY + DIVERSITY OF LINKING
DOMAINS + TOPIC MODELING + ANCHOR TEXT + DOMAIN NAME
+ PAGERANK + ON-PAGE
1996 1999 2002 2005 2009 2011
THE ENTRY OF SOCIAL SIGNALS FROM
FACEBOOK + TWITTER
2011 & BEYOND
BRAND
VS
GENERICS
Have people working for themBRAND
GENERICS Often don’t have (many) employees
GOOGLE* Does anyone on Linkedin say they work there?
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?
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?
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?
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?
Run offline marketing & advertising campaigns BRAND
GENERICS Usually skip “real word” marketing
GOOGLE* Are these signals/evidence of offline marketing or advertising campaigns?
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?
ENTITYASSOCIATIONS
HUMANRATERS & TRUSTED
BEHAVIOUR
YOU CAN NOW BLOCK DOMAINS YOU DON’T LIKE
3+1 TIPS TO SURVIVE
DON’T FORGET THE GROUND RULES!
1.
CONTENTRELEVANT CONTENT
UNIQUE CONTENTFRESH CONTENT
SHAREABLE CONTENT2.
LEAVE YOUR ON THE WEB!
3. SOCIAL GRAPH ALGORITHMS
APPRECIATE IT!
MARK
4.DON’T FORGET THE GROUND RULES!
CASE STUDIES
TRAVELPLANET24SEO & USABILITY
Organic Traffic Increased by 308%
Conversion Rate increased by 232%
TRAVELPLANET24SEO & USABILITY
TRAVELPLANET24SEO & USABILITY
11.436 Ranking Keywords
TRAVELPLANET24SEO & USABILITY
Top Ranking Positions for Important Keywords
TRAVELPLANET24SEO & USABILITY
XO.gr SEO
XO.gr SEO
Organic Traffic Increased by 272%
Ranking Keywords Increased by 224%
XO.gr SEO
XO.gr SEO
Top Ranking Positions for Important Keywords
XO.gr SEO
Top Ranking Positions for GEO Keywords
THANK YOU.
