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Search Convergence Larry Page, Terry Semel keynote CES Google Video, Google Pack Yahoo Go for phones, TV & PCs Search anywhere for anything, not just web search in browser Search marketers will succeed by understanding where people search, where the results come from and how to show up best… Microsoft at CES? Gates complains about Google’s “honeymoon period” and impression can do anything, including "robot that will cook hamburgers."
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2006: The Year In SearchDanny Sullivan
Editor-In-Chief Search Engine Land
http://searchengineland.com
January Was A Good Month Many things that happened last
January just grew and grew or evolved…
Search Convergence Larry Page, Terry Semel keynote CES
Google Video, Google Pack Yahoo Go for phones, TV & PCs
Search anywhere for anything, not just web search in browser Search marketers will succeed by understanding where
people search, where the results come from and how to show up best…
Microsoft at CES? Gates complains about Google’s “honeymoon period”
and impression can do anything, including "robot that will cook hamburgers."
Search Wars 2006 Microsoft’s mixed messages: beating
Google fast or search is at “the beginning”
Yahoo’s Susan Decker’s realistic guidance "It's not our goal to be No. 1 in Internet
search. We would be very happy to maintain our market share”
Troops were later pumped up, but “just” maintaining is a lot to be proud of…
Where Are We At?
How’s It Going, Google?
How’s It Going, Yahoo?
How’s It Going, Microsoft?
The Microsoft Challenge Building from scratch is hard
“Not yet better, but no longer laughable,” Erik Selberg -- and that’s a victory
AdCenter even bigger victory Changing brands from MSN to Live in mid-stream is hard
Will IE7 help produce gain? I think not, but Google and Yahoo are worried. We’ll see
http://blog.searchenginewatch.com/blog/061019-101630 Will verticals help?
Maybe: Live Local is hot!; Image search scratchpad innovative
Video Killed The Search Star? Search is boring, hard work, pennies
on the dollar There’s (suspected) money in them
thar videos Google Video launched in January YouTube popularity explodes,
leading to Google’s $1.6 billion purchase last month
Video Search = Video On Demand Video search not to spidering or reading
“inside” of video Instead, it’s about video on demand That Colbert Report you missed, I want to find it
now That viral video I heard about, where is it?
Making bandwidth available Encourages new content people can’t afford to
host Makes it easier to watch the content
Sharing created the FBS network Friends Broadcast System (you gotta see this)
Video Ads Not Search Ads I looked for the video – not the message you
shoved in front, in the middle or at the end of it Maybe video online will command top dollar
because as with offline, some shows have limited spots
But it is fundamentally different than search… As are Google Audio Ads, evolving out of Google’s
purchase of dMarc broadcasting in January As are ads in print As is everyone jumping in…
Get On The Googletrain!We can start doing what Google does -- auctioning off spots. --Time Warner Cable Chief Executive Glenn Britt, April 2006
Reuters example: “Car manufacturers or dealerships could bid to put their ads on the television screens of viewers who favor the Speed Channel.”Analyst: "You can pair that data with whether they watch home improvement shows, and if they're interested [in an ad] from something like Home Depot"
Cho Cho (Goo Goo)!We don't want to miss this one the way we did when we said Google AdWords has nothing to do with us. -- Steve Hayden, vice chairman of WPP's Ogilvy & Mather, Oct. 2006
WPP, CBS & others put $40 million into Spot Runner. Started in January, the company offers canned TV ads and self-service way to place airtime mostly on cable.
AdWords Versus AuctionWords It’s search marketing, not auction
marketing, that’s a success IE, the type of marketing -- not the
pricing model -- is key Who else doesn’t get it?…
Magazine Editor Fears Future
MediaPost on Vanity Fair’s Graydon Carterhttp://blog.sewatch.com/blog/051003-150301
Carter said that while he uses Google, he can't remember a single ad he's ever seen on the search engine. The crowd, while it didn't applaud this revelation, rumbled approvingly as it mulled Carter's comments…
Saving Pvt. Search Marketing Remembering! They don’t need to
remember you want them to buy something they probably don’t need at that moment!
Time for a reminder of what search marketing is all about…
What Is Search Marketing? Putting messages in front of people who overtly
and explicitly express a desire – usually via keywords – for a particular product, service or information
Search engine optimization is the act of doing this by trying to influence unpaid listings, usually crawler-based ones
Search advertising is the act of doing this through direct paid methods
Search engine marketing – search marketing – is the combination of them both
Reverse Broadcasting Search is a reverse broadcast medium Broadcast advertising (TV, radio, print,
contextual) is all about trying to broadcast and build desire among millions of people, most of whom aren’t interested It’s wasteful, but the lunches are nice
Reverse broadcasting (desire marketing?) is about listening to the millions broadcasting their immediate desires on search engines It’s supremely efficient There’s nothing like it, short of yellow pages (they are
essentially pure commercial offline search engines
What Search Marketers Do Identify key desire broadcasting
stations (IE, the major search engines and important niche players)
Understand how to feed and optimize messages shown on these stations
Scout the location, write the dialog & deliver a customized commercial
A unique job; be proud!
What Search Is Not Having an auction doesn’t equal having
search’s reverse broadcast impact Nor does PPC pricing mean it is search Nor is putting ads in print via an
auction search Nor is putting ads on radio, video Nor is contextual the same as search…
Going Beyond Search Search players are looking beyond
search Contextual moves Google doing print, radio, video
They want to drag you (and your money) along with them Google’s $1 billion demand it couldn’t meet
Do you go? Are you still a search marketer if so?...
Metrics Marketing “Are you a performance marketer or a search
marketer?” –my keynote, Aug. 2004 Today, better term may be metrics marketing ALL marketing mediums will continue to shift
toward accountability through solid metrics Many search marketers already have mastered
metrics marketing by necessity, so you might jump
to expand, outsource the creative. OK to be both Or not – don’t feel you must! But there’s likely new
opportunities there
Contextual Pollution Google & Yahoo just reported earnings but
didn’t break out contextual/display from search
Lumping the two together pollutes the data What’s growing? What’s not? This hurt Yahoo now and may potentially hurt
Google But Google’s not hurting so far…
Google Growth Remember January?
“Shares of Google Suffer Largest One Day Percentage Drop Ever; Legal Issues Could Prove Costly; Many Still Bullish on Google” $475 to $399 in about two weeks
Maybe there is a bubble that will pop But it’s probably not search,
not that we’ll be able to tell And those legal issues?
Tired - Wired - Expired 2005
Click fraud will kill Google and paid search Google settles for $90 million in US Yahoo settling for $5 million in legal fees plus pay-outs to
be determined Problem not gone, but it wasn’t a category killer
2006 Copyright issues will kill Google “If Google gets nailed one single time for copyright
violation, there are going to be more shareholder lawsuits than doans has pills to go with the pile on copyright suits that follow.”
:)
Video Disputes Money set aside from YouTube in case
settlements needed, $200 million Realistically, content owners figuring out
very fast there’s a new channel here that they’d better join and earn from
Copyright over video will get solved DMCA irony: studios don’t like it, since it’s
so easy to copy and time-consuming to file Welcome to the life of a search marketer!
Crawling Disputes AFP sues over news content (March 2005)
AP gets an agreement (Aug. 2006) Belgians sue over news content
Could have stayed out, but the point is to be paid to be included
Two groups get an agreement Smaller markets, where content is more
controlled, we’ll likely see more deals cut Main concern is over allowing opt-out to remain
where automatic indexing permission works
My Indexing Wishlist Search Engines, Permissions &
Moving Forward In Copyright Battles http://daggle.com/061113-045255.html
Allow indexing without permission if you can automatically ask (opt-out) And robots.txt does allow
Make caching opt-in Because it weakens support for indexing
Stop scanning books that are in copyright You can’t automatically ask for permission, and it hurts the overall
principle of indexing opt-out Work to extend the systems
ACAP? No, something broader
Amazing Changes Google Sitemaps grew and grew in features and
became Google Webmaster Central Spam checking, robots.txt checking, top keyword reporting,
preferred domain tool, throttling all this year Yahoo Site Explorer grew and added new features Search engines have united around a common format
Robots.txt will likely be next Weather reports keep coming Bot identification and authentication from Google and
Microsoft An entire new era – all from site owners speaking up
January’s Privacy Surprise Bush Administration makes wide-
ranging request for search records Google says no, even though they
wouldn’t have “personal info” I make ABC’s Nightline :) It can’t get any bigger than this…
Poster Child For Privacy
Privacy Challenge AOL’s release of “anonymous” search data
quickly illustrated how personally we confide with search engines
Still, nothing really has changed Talk of control and export of our data all
this week, but months now, and still no control panels
Still, long, long look needed at how we handle things here, because another problem feels almost inevitable.
So Much More! Censoring in China Martin Luther King Jr. link bomb
Miserable Failure changed by White House BMW banned for cloaking Stanford does paid links, as does Washington Post,
as do many other “reputable” sites Issues with ranking ads by “quality” Search trends via Google Trends Yahoo Answers grows while Google Answers closes
Let’s Talk More! Search Engine Watch has new editor-in-chief Search Engine Land
Stories and news from me and others, by feed or email
http://searchengineland.com Daily SearchCast
Podcast where I recap the news http://dailysearchcast.com
Search Engine Strategies I’m chairing New York, co-chairing San Jose and
participating in Chicago next year And we’re open forum right now!