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Search, social, and the web’s
evolution
Hello I'm Scott. twitter.com/thescott
CV
Currently: Strategy Director at Quirk Past: Head of digital marketing BMW SA Past: Quirk
Traditional Search Social Search
Wisdom of the crowds
Wisdom of friends
Traditional Search Social Search
Exciting times!
Traditional Search Social Search
Exciting times!
Where to next?
Traditional Search
$23 billion
Relevancy
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In the beginning…
Sergey
Larry
Credibility > Relevancy
200+ relevancy factors
• The age of the domain • Links to the domain • Key phrases in URLs • Regular fresh content • Text navigation • RSS feeds • XML sitemap
Relevance = loyalty = $$$
Social Search
“Where Google is about the wisdom of crowds, Facebook is about the wisdom of friends.”
Elliot Schrage, Facebook’s VP of global communications, marketing and public policy.
Facebook isn’t wasn’t meant to be a search engine?
But Facebook users are generating a lot of content …
+ 900 million objects Pages, groups, events and community pages
(source: http://www.facebook.com/press/info.php?statistics)
80 community pages Average user
(source: http://www.facebook.com/press/info.php?statistics)
(source: http://www.facebook.com/press/info.php?statistics)
90 pieces of content / month Created by the average user
(source: http://www.facebook.com/press/info.php?statistics)
+ 30 billion pieces of content / month Shared by the average user
Open Graph Protocol
(looking outside the walled garden)
Profiling = Targeting
What about search?
+500 million users
Spend 700 billion minutes per month
(source: http://www.facebook.com/press/info.php?statistics)
It's only natural that Facebook is experiencing a lot more searches
Then
Now
Rankings?
1. Your likes 2. Your social circle’s likes 3. What everyone likes 4. Bing results
What drives the success of search?
1. Intent 2. Influence
Social Search
Traditional Search
Infl
uenc
e
Intent
(Source: Social, SEO and the Open Graph — www.gigya.com)
Social search carries influence because it’s powered by your network - people you trust
Should Google be worried?
"We're trying to take Google's core products and add a social component. If you think about it, it's obvious. With your permission, knowing more about who your friends are, we can provide more tailored recommendations. Search quality can get better.”
Eric Schmidt, CEO Google
Google’s blended SERPs
Realtime “Updates”
Google has time to find a solution..
Total searches in USA Sept 2010 > Google: 72%
Not Google
Where to next?
The best cola?
?
The battle of paradigms
It's all about users Whoever owns them, makes the most from advertising.
Tips for Google and Facebook? - For users: Add value by creating utility and being relevant - For advertisers: ads that outperform other platforms
Quick tips to ranking well
Engagement rules! (for both Google and Facebook) • Use content to create inbound links • Incoming links = good • The quickest way to get lots of links? Create amazing things • Earn media
• Video — blended search results • Own more of the result page • Relevancy determined by views, likes and text content around
video (again, good stuff = more views) • Spend time optimising and seeding video outside of YouTube
Quick tips to ranking well
• Social Media optimisation — get the likes (and retweets) • Integrate SM channels on your brand
sites (different levels of integration) • FB like boxes • FB like buttons (beyond just the brand
page, products too)
• (For now though, it’s actually all about the wall and newsfeed!)
Goodbye I'm Scott. twitter.com/thescott
