Search, Social Search
& Real Time Search
Danny SullivanEditor-In-Chief
Search Engine Landhttp://searchengineland.com
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
“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!