The Changing World of SearchScott Kaufmann

July, 2009

Type of Online Marketing

• Three primary types of online marketing:

1. Response– Examples: Search Marketing, Directories, Portals

2. Interruption– Examples: Banners, Email, Rich Media, Etcetera

3. Participation– Blogs, Twitter, Facebook, LinkedIn, Forums, Feedback

Clients

What is “search”?

Brief History

• Search Engines started as a way to help people guide through the World Wide Web, before search engines there were only directories

• First Search Engines– AltaVista, Lycos, Webcrawler– Yahoo! came later– Google came even later

• Google rose to prominence in 2000 because of “Page Rank” algorithm concept

Evolution

19961996 20012001

20042004 20092009

Changes• Search Results Got Better

– Google Pagerank– Faster Servers– Profitability = More Competition = Improved Results

• Important Additions– Paid Search– Predictive Results = “Did you mean…”– Images– Local– Maps– Shopping– Video– Social Media– Calculation

Better Results

• Google PageRank– Sites that are more “popular” receive higher

rankings

• Faster Servers– Allow more sites to be indexed by search

engines– Allow more results to be shown, faster

• More Competition– Spurred up all the other important additions

Paid Search

Predictive Results

Images

Regular Search Image Search

Local & Maps

Regular Search Map Search

Shopping

Video

Social Media

Calculation

Importance

• Consumer Searching has changed, which gives you [as a business]:

– More Opportunity [to market your products and services]

– More Channels– More Complexity– More Accountability– More Transparency

Questions

• Break time (5 minutes)