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Editors and search engines: Enemies or partners? Web searches and the usage of content in the digital era IAB FORUM 2010 Milan november 3-4
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Editors and search engines:
Enemies or partners? Web searches and the usage of content in the digital era
IAB FORUM 2010Milan november 3-4
Difficult times
In 30 years in the United States…
Population
1970: 203 million2009: 304 million
Distribution of newspapers
1970: 62 million
2009: 44 million
+ 49,7% -29%
Distribution at peak
Source: State of the News Media 2010
Advertising in crisis
Source: State of the News Media 2010
The first "competitors" of newspapers
Competitors of today and tomorrow
Where are the online audience moving to?
• dailies produce more than 90% of the breaking news
• but the online audience don't buy them. They prefer:
- National tv network sites (37%)
- aggregators and search engines (21%)
- local sites (13%)
- national newspapers (6%)
- blogs (5%)
Source: Nielsen
The letter of De Bortoli
It's no longer acceptable that part of the
editorial media doesn’t write for the web, or
tries to claim some kind of special
renumeration for it [...] The attitude of
smugness and suspicion with which some
parts of the media perceive the success of
web tv is no longer acceptable. [...] The
reluctance with which people accept
education programmes about new
technology is no longer acceptable.
What is the future for publishing?
People / readers are everywhere
It’s time that editors
quit waiting for
people to knock on
their door to read
their content and
began making
content appear
where the people
are.
Social Network
• 116 million users in the United States alone
• each one using 7 hours per month
Users 40 times
more dedicated to
Facebook than to
their newspaper
Search engines
Google is the most used search engine:• 75 billion hits a month• 67% of the market share
Google news is the sixth most used
news site after Yahoo news, MSNBC,
AOL News, CNN.com and
NYTimes.com
The Google revolutionSince Guttenberg invented the printing press,
in turn rendering books and scientific tomes
widely available to readers, no invention has
transformed the potential of people and those
with access to information, like Google. Hidden
behind the coloured, slightly childish logo on a
white background, the capacity of Google to
provide precise and speedy replies hundreds
of millions of times a day has radically
changed the way in which people search for
information and stay abreast of the news.
David Vise
Search & direct response
• Thanks to search engine marketing, brands can be brought to users' attention at precisely the same time that those users are looking for specific products or services
• This has contributed to the spread of the idea that search marketing functions best as a method of direct response and is therefore particularly adapted for companies specialising in direct sales of products and services
• In reality search marketing is much more than this
Search & Branding
Source: SEMPO - State of Search Marketing 2008
Search & content
• Portals and large news websites have lost their right to be the first port of call for access to the web
• Search engines have quickly replaced them, becoming the starting point for research products and services, as well as, obviously, news and information
• This therefore makes it fundamental for editors to be positioned between organic and sponsored results
Publishers and search engines
Content as organic resultsNews published by editors is indexed from search engines and turned into organic results. Furthermore, service providers like Google attract a much greater volume of users.
Veraclasse.it
Stylosophy.it
DolceGabbana.it
Stile.it
Advantages and disadvantages
• Advantages–Traffic is free (apart from SEO costs)–The volume is stable and tends to grow bit by bit as
the site earns trust
• Disadvantages–The structure of a site doesn't always permit easy
indexing–The inclusion in news gathering systems is not
automatic–The possibilty of being visible in relevant news is
transferred to search engines
Content as sponsor resultsNews and published topics by publishing houses can be promoted across sponsored advertising.
Vogue.it
Grazia.it
Style.it
Donna Moderna
Advantages and disadvantages
• Advantages–Publication on search engines is immediate–Copy can be defined and changed in real time–The destination page at which the user arrives can
be an ad-hoc construction–the coverage of various themes can guarantee a full
and constant flow of users
• Disadvantages–Traffic has to be paid for. If campaigns are
interrupted then volumes can tumble
Power to the news!
What does YOUniversal Media do?
e help editors acquire traffic qualified by search engines, thanks to our technology which exploits the long-tail to pull down the CPC, all the while preserving volumes
What does YOUniversal Media do?
e support editors in constructing monetization flows which differ from the classic displays, in the process exploiting the efficiency of contextual and performance marketing
4D Lab: the news booster
4D Lab is a proprietary technology
that allows editorial professionals to
acquire traffic from the sponsored
results of search engines without
having to deploy anything on their
own site. The editor simply has to
focus on what he does best:
producing information.
4D Lab does the rest!
Campaign Wizard• Structures a long tail campaign in order to lower
the average CPC of the acquisition • Constantly adds new keywords and updates
landing pages
Smart AnalyzerAnalyses performance and suggests optimizations
KPI
The performance indicators used in search engine marketing activities managed by Youniversal are the following:
–Visits (visibility) –Page views per visit (engagement) –Time on the site (engagement)–Bounce back rate (engagement)–ROI (monetization)
Conclusion
How much does information count?
• In an information society, producers of news are no longer of central importance
• What counts now isn’t how to produce the news but knowing how best to select and aggregate it
• The news itself holds more value than who it was written by (the author) and who publishes it (newspapers)
To ride the sea of change…
• The media must continue to produce only a part of the content and to take advantage of crowdsourcing in order to complete the information on offer
• In essence, the media must evolve from pure producers of information to careful selectors and distributors of content
But above all…
They’ve got to go where the users are!
Wake up!
• Jeff Jarvis – Guardian journalistIf newspapers were to delegate the large part of their work to Google? If they were to outsource the distribution, the technology and a large part of the ad-sales to Google in order to concentrate themselves on what matters most – the content?
• State of the News 2010The window for reinvention is not infinite. Writers and advertisers are going elsewhere. The window available is no longer that one or two years; but less than ten.
