The Future of Search

Amman BadlaniManager, Online Marketing and Analytics

December 15, 2010

Today’s Session

• Important recent changes in Search

• PPOL’s efforts as they relate to Search

• Things you can do

• Q&A

Our Mission and ScopePlanned Parenthood is a trusted health care provider, an informed

educator, a passionate advocate, and a global partner helping similar

organizations around the world.

Search Marketing is important to Planned Parenthood because it allows

people to find and connect to the organization in a way that is growing

every year. When it comes to the changing landscape of Search, the key

objectives are to:

• Understand the major changes in detail.

• Find out how they can help you meet your goals.

Search and Relevance• Search engines are on a never-ending quest for relevance.

• Why does this matter for Planned Parenthood?

Search and Relevance• Search engines are on a never-ending quest for relevance.

• Why does this matter for Planned Parenthood?

Real-Time Search• Highly relevant, fresh content from across the entire web

• Social networks, news and micro-blogs (e.g., Twitter)

Instant Search• Highly relevant, fresh content with search predictions to shorten time to

results

Instant Preview• Get an idea of the what’s on a page without having to click through

• Pinpoint relevant content

Approach

• Local Search Marketing

• Personalization of Search Results

• Social Media Optimization (SMO)

Local Search Marketing• Includes Local Online Directories, Mobile Search and Smartphone

Apps

• Helps you connect to local businesses using a variety of different

sources and/or tools.

Personal search:

• Allows search engines to base their results on your personal preferences• Provides more relevant and useful results

How does it work?

• Signed into your Google or Windows Live account and have Web History enabled

• Or up to 180 days of past search information linked to an anonymous cookie stored on your browser

Personalization of Search

Sponsored listings

Local results

Organic listings

News results

Universal & Personal Search

Universal & Personal Search

Social network results

Web history results

Bookmarkedpage results

“Wish list” results

Social Media Optimization• Social Media affects every aspect of the decision making process

• All comes down to Engagement

PPOL’s Efforts

Local Online Directories

Local Online Directories

Let’s move on to Mobile Search. Consider the following:

o In general, comScore estimated that in April 2010 34.9 million people in the US conducted mobile searches via their mobile browser.

o According to Google, there has been a +150% increase in the number of searches for “planned parenthood” in the US on Google Mobile year-over-year!

Mobile Search

Mobile Search

Another way potential Planned Parenthood clients can find our health centers is through SEM ads that allow them to Click-to-Call directly from their mobile browsers to reach Planned Parenthood locations.

These ads can be targeted to specific devices, e.g., Android, iPhone/iPod Touch, Palm webOS, etc. or we can target devices exclusively, e.g., iPad only.

Mobile Search

Mobile Search

As more and more people purchase smartphones in the coming years, focusing on ‘apps’ is becoming more relevant and important. Many of these apps depend on the location of its users to work.

In April, comScore estimated that 10.3 million people searched via an app in the US.

Smartphone Apps

Personalization of SearchExample

Monica searches “birth control options” – she is friends with 6 people that “Like” Planned Parenthood on Facebook.

Result: Planned Parenthood increases on the search results pageMonica has a connection to Planned Parenthood making it more relevant to her.

Example

Nina searches “birth control options” – she follows 35 people on Twitter, many of which follow Planned Parenthood on Twitter, and she has read about contraception on Wikipedia.

Result: Planned Parenthood increases on the search results pageNina is interested in contraception and her friends seem to like Planned Parenthood, maybe she will too.

Social Media• Increase traffic to PlannedParenthood.org

• Create content for other social media activities, e.g., microblogs, social

networking, etc.

Social Media

Things You Can Do

Here’s what you should do: 1. Do a search for your organizations in Google Maps,

Yahoo! Local, YellowPages.com, etc. and Smartphone apps and check if your listings exist.

2. Do a search in Google, Bing, etc. for any sensitive information and look for any pages that associate them with your organization.

3. Claim your listings either in each directory or app:• Individually• Use a service, e.g., Universal Business Listing (UBL),

Localeze, etc to provide bulk information in a variety of directories.

Local Online Directories

Here’s what you should do:

1. Make your pages as easy as possible to find.2. Position your pages with relevant keywords in mind.3. Create content that users find useful and valuable.

Personalization of Search

Here’s what you should do:

1. ‘Listen’ to conversations regularly.2. Create a blog and post fresh content regularly.3. Optimize posts, tweets, etc to include top target keywords

for your content.

Social Media Optimization (SMO)

Q&A