Embed Size (px)
Citation preview
Future of SearchJonathan Wilson
Agenda• Supply vs demand Review• Ad supply Increasing• Ad fatigue = lower demand• Result = Low CTR• Content Supply Increasing• Content Fatigue = Lower Demand• Result = Lower Readability and Relevant• Other developments: your content isn’t going to Rank and if it does, an
increasingly mobile audience won’t read it• Next step: focus on video, images, readability, no more block of text
Banner Ads
Econ 101: Supply and Demand
4
Econ 101: Supply and Demand
5
TTi
me
%
Econ 101: Supply and Demand
6
Where Supply meets demand, Everyone clicks.T
Tim
e %
Banner Ads : The Early Days
7
Banner Ads Inventory Increase
8
9
Banner Ads : The Early Days
10
• Low Quantity
• Low Cost
• High Demand
• Amazing CTR = 7% in 1997
Early Banner Ads = Decent
11
TTi
me
%
Early Banner Ads = Decent CTRs
12
Tim
e %
T
Banner Ads : Now
13
14
15
Ad Efficacy is Decreasing
16Comscore: BetterMeasurement_May14
Banner Ads : Now
17
• Insanely High Quantity (5 trillion impressions in 2k 11)
• Cost Remains Flat or Increasing
• Low Demand
Banner Ads Now = Supply Way over Demand
18
5 T impressionsMiniscule CTR
Tim
e %
T
Content
Content Demand Right Now
20http://www.internetlivestats.com/google-search-statistics/
Reaching Saturation Point for Internet Users
21https://www.google.com/publicdata/explore?ds=d5bncppjof8f9_&met_y=it_net_user_p2&idim=country:USA:RUS:CAN&hl=en&dl=en#!ctype=l&strail=false&bcs=d&nselm=h&met_y=it_net_user_p2&scale_y=lin&ind_y=false&rdim=region&idim=country:USA&ifdim=region&hl=en_US&dl=en&ind=false
Low Growth for Internet Users
22http://www.worldbank.org/
Reaching Saturation Point for Search Queries
23http://www.internetlivestats.com/google-search-statistics/
Search Query Growth is Slowing Dramatically
24http://www.internetlivestats.com/google-search-statistics/
Content Demand Right Now
25http://www.internetlivestats.com/google-search-statistics/
• Reaching Saturation Point for Users
• Low Search Query Growth
• Demand is Slightly Increasing, Flat-lining Soon
Content Now = Kind Of Saturated
26
Tim
e %
T
Content Creation: Looking Ahead
27http://www.internetlivestats.com/google-search-statistics/
http://moz.com/rand/web-marketing-channels-2014/
Tactic of the Year(s): Making More Content
http://moz.com/rand/web-marketing-channels-2014/
Tactic of the Year(s): Making More Content
Content Marketing $ Continues to Increase
http://www.customcontentcouncil.com/news/nearly-44-billion-new-survey-shows-rise-content-marketing-budget
Content Creation Increasing Exponentially
31Kleiner-Perkins-Caufield-Byers (KPCB)
Content Supply Right Now
32http://www.internetlivestats.com/google-search-statistics/
• Huge Growth in the Future
• “Content is King” = Marketing Mantra
• Supply is up and will increase signficantly
Content Now = Kind Of Saturated
33
Tim
e %
T•So Hard to Rank•Basically Invisible•TL;DR
So What?
OK, “Mr. DoomNGloom.” Where’s the Hope?
35
• Native Advertising
• Hyperlocal
• Barnacle SEO
Native Advertising
“Native advertising is paid content that
matches a publication’s editorial standards
while meeting the audience’s expectations.”
36http://www.copyblogger.com/examples-of-native-ads/
Banner Ads – A Primer in Native Advertising
37
Native Advertising for Search
38http://www.copyblogger.com/examples-of-native-ads/
Hyperlocal SEO
39
Barnacle SEO
40
Barnacle SEO
41
Conclusion
42
• Reaching a Content Oversaturation Point
• Need New Tactics for Differentiation
• Plenty of Opportunity Exists
