Date post: | 29-Jan-2015 |
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The Changing World of SearchScott Kaufmann
July, 2009
Type of Online Marketing
• Three primary types of online marketing:
1. Response– Examples: Search Marketing, Directories, Portals
2. Interruption– Examples: Banners, Email, Rich Media, Etcetera
3. Participation– Blogs, Twitter, Facebook, LinkedIn, Forums, Feedback
Clients
What is “search”?
Brief History
• Search Engines started as a way to help people guide through the World Wide Web, before search engines there were only directories
• First Search Engines– AltaVista, Lycos, Webcrawler– Yahoo! came later– Google came even later
• Google rose to prominence in 2000 because of “Page Rank” algorithm concept
Evolution
19961996 20012001
20042004 20092009
Changes• Search Results Got Better
– Google Pagerank– Faster Servers– Profitability = More Competition = Improved Results
• Important Additions– Paid Search– Predictive Results = “Did you mean…”– Images– Local– Maps– Shopping– Video– Social Media– Calculation
Better Results
• Google PageRank– Sites that are more “popular” receive higher
rankings
• Faster Servers– Allow more sites to be indexed by search
engines– Allow more results to be shown, faster
• More Competition– Spurred up all the other important additions
Paid Search
Predictive Results
Images
Regular Search Image Search
Local & Maps
Regular Search Map Search
Shopping
Video
Social Media
Calculation
Importance
• Consumer Searching has changed, which gives you [as a business]:
– More Opportunity [to market your products and services]
– More Channels– More Complexity– More Accountability– More Transparency
Questions
• Break time (5 minutes)