Search Engine + Realtime Content: Opportunities and

Pitfalls

Paul YiuGroup Program Manager

Bing Social Search1

The Realtime Web can be quite gossippy

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Your product or brand could suddenly be at the center of a huge conversation

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Breaking Story

Big StoryBigger Story

Persistent Story

T-Mobile OutageT-Mobile Outage

Balloon BoyBalloon Boy

Why do search engines care?

• Users expect to know right now• Did I just feel an

earthquake?• What’s going on

with the Giants game?

• Is my cell network down?

• Challenges• Keeping up with the

speed• Make sense of

massive content• Relevance is still

expected

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There are more people searching than there are people Tweeting, so…

As search engines include realtime content, even the non-Twitter users will see realtime and social content.

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?50M on

Twitter?

?50M on

Twitter?

But 200M people search

But 200M people search

Forrester’s Social Technographics profile would est. 40% are talkers

As major search engines ramp up on realtime, “gossip” spreads even faster

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~70 seconds

Searchers will see realtime and social content very quickly

On the positive side, people will help make your good content visible

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“realtime” doesn’t mean relevance doesn’t matter

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Demo

“In short, Bing makes Twitter make sense.”– Time Magazine

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Bing.com/twitter

The good news is that it’s not just stream of consciousness

• Your consumers will be able to search for social content, ranked and filtered by web search relevance techniques

• At the same time, search engines (and you) are fighting spammers that know this is a great way to reach people.

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To rise above the noise, there is more to do as search gets more

social

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Things you already do

Quality Anchor text

Trust Trust worthy sites linking to your site

Popularity

# of high quality links

Timeliness

Update your site, blogs

New things to consider

People retweeting what you said; sharing good links

Trust-worthy people sharing your links or tweets

# of people retweeting what you said in the last minute, hour, day

Be prepared to turn on a dime

Plus…

Social Technographics Groups Consumers By Activity In The Participation Ladder

April 2007, Trends “Social Technographics®”

Discussion

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