Search, Social Search

& Real Time Search

Danny SullivanEditor-In-Chief

Search Engine Landhttp://searchengineland.com

This Is Search

People ask questions & get answers

This Is Search Marketing Google alone handles 88 billion searches per month,

worldwide Efficient, effective, measurable marketing

Search marketing means Being visible where someone has

overtly expressed a need or desire

More than web; more than keywords

Shaking a phone to find a restaurant is search

Social Media Meets Search Social media fascinating, growing area

But it’s not (necessarily) search

Nor a rival to search

Nor a search killer

“Social media” encompasses many different creatures

Some more, some less “search like”

This Is Social Media Social Networking:

Facebook, MySpace, LinkedIn

Social Bookmarking: Delicious, StumbleUpon

Social News: Digg, Reddit, Yahoo Buzz

Social Knowledge: Wikipedia, Yahoo Answers

Social Sharing: YouTube, Flickr, Urban Spoon, Yelp, Foursquare, Twitter, Facebook…

How do they measure up against and interact with search?

DEMAND (Search Intent)

BRANDING

LESS

MORE

MORE

TRAFFIC

News

Bookmark

Network

Google/

Search

Knowledge

Sharing

This Is Social Search

People ask questions of friends & maybe get answers

Hey, ANY FRIENDS have the answer

to this?

I Do!

http://searchengineland.com/how-we-search-with-twitter-16920

This Is Also Social Search

Content from people I’m “connected” with, inserted into my regular results…

http://searchengineland.com/google-social-search-goes-live-adds-new-features-34487

This Might Be Social SearchResults ranked by what friends “Like”

But not here yet and…

Who are your “friends?”

Plus, Facebook’s current search is bad

http://searchengineland.com/search-40-putting-humans-back-in-search-14086

This Is Real Time SearchPeople ask questions of friends

that ANYONE can see within seconds and

answer…

Unlike “normal” search, you know

exactly who they are

http://searchengineland.com/what-is-real-time-search-definitions-players-22172

This Is Also Real Time Search

Top shared links, at the moment

So What’s My Real Time Social Search Strategy

When It Means So Much?

Semantic Augmented

Reality

Semantic Augmented

Reality(for the iPad)

Semantic Augmented

Reality(for the iPad)

in 3D

“Normal” Search Remains “many-to-many” platform

Many marketers reach out to many searchers at the same time

Loves links

Rewards authority sites

Based largely on “good” links

Buy your way in to results with ads

Real Time Search: Now Largely one-to-one platform

See the tweet, reply to the tweet

So see the tweets, reply to the tweets

Shared links more many-to-many Google features them now in “static” display

Links can help build long-term credit for “normal” search results

Put your links out there; build retweets/sharing

Real Time Search: ComingRelevancy

over recency: first in, last out

changing

“Relevant” results get more hang time

With 18 billion searches per month, changes may make Twitter Search more many-to-many

Participate!Build a reputation and/or …

http://searchengineland.com/the-twitter-search-revolution-popular-promoted-tweets-mature-the-service-41095

Real Time Search: ComingBuy your way to the

top (sort of)

Reputation still important

From Twitter, TweetUp,

expect more

Real Time Search: ComingFacebook’s one-to-none

Can see posts but can’t reach out,

can’t reply to people

Ads might improve for search; search results themselves

may change

Search Engine Land (http://searchengineland.com) Stories and news from me and others

SearchCap (http://searchengineland.com/searchcap.php)

Daily email recap of search news from SEL & across the web

Sphinn (http://sphinn.com)

Social site for internet marketers: share news stories SMX: Search Marketing Expo

(http://searchmarketingexpo.com) SMX Advanced in Seattle this June SMX East in New York this October

Questins & More About Search!