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Nina Hale
State of Search
State of Search
• 75% of U.S. Popula8on use the internet • 91 % of them use Search
• 191 Million People Use Search
• 11 searches per week on average • Search doubles once becoming a mom
Search Usage
State of Search
16% of daily searches on Google have never have never been seen before.
State of Search
31% of Americans own a Smartphone 70% of them use it while shopping in a store
Mobile Usage
State of Search
Forecast for 25% of all clicks by end of 2012
Mobile Search is on the Rise
State of Search
Local Searches – Mobile rules
20% of all searches have a local intent 40% when on a mobile device
State of Search
Mobile Adver8sing is expected to rise to almost $2 Billion by EOY
To almost $4.4 Billion by end of 2015
Mobile
State of Search
83%
6%
11%
Search Engine of Choice
Yahoo
Others
Search Engine Share
State of Search
91% of search engine users say they always or most of the 8me find the informa8on they are seeking when they use search engines
Found it! 91%
Didn't find it 9%
State of Search
Accurate & trustworthy,
73%
This sucks!, 27%
73% of search engine users say that most or all the informa8on they find as they use search engines is accurate and trustworthy
State of Search
Buy Online
Buy offline
90% of purchasing s8ll happens offline
State of Search
State of Search
Display Impacts Search
Source: Pretarget. May 2012
State of Search
Will PPC Cannibalize SEO?
On average, 89% of traffic is not replaced by Organic when ads are paused
State of Search #nhsem
SEO is Favored by SMB’s
State of Search
Top Trends
State of Search
Mobile cloud: People can connect anywhere, with anyone, and for anything
Top Trends - Mobile
State of Search
Content is even more important: People are looking for answers and entertainment.
Top Trends - Content
State of Search
Top Trends - Content
State of Search
Measurement is geang more complex
Top Trends - Measurement
State of Search
Top Trends - Privacy Privacy concerns are growing.
State of Search
Top Trends - Privacy
State of Search
Big Changes
State of Search
Google Analytics: Social Reports
State of Search
Google+ Local: Maps go Social
State of Search
Apple Drops Google Maps
State of Search
Google Content Experiments:
• No longer mul8variate • Incorporated into Google Analy8cs
State of Search
Google Product Feed:
• Free feed is going away • Product feed is PPC via the AdWords pladorm, or
“Google Shopping”
State of Search
Predictions
State of Search
Prediction
Google will announce it’s indexing content using voice recogni8on
State of Search
Still needs a lot of improvement
State of Search
Implications: • Google threatened and has to improve it’s VR game • Enormous amount of new competition and new results. Big
opportunity for video content, journalism, podcasts. • Recipes • How-to • Technical and Medical
What should you be thinking about now? • Ones with Closed Captions embedded will be first • Ensure scripts use keywords • Plan content based on top searches or highest drop off in
conversion rates
Implications
* NYT March 2012
State of Search
Prediction Google will launch a social monitoring tool
State of Search
Implications
• Decisions made around ROI of social • Stronger push to be aware of and use Google+ • Less expensive op8ons in social monitoring • More ease in iden8fying keywords important to your brand • More reliance on Google
State of Search
Prediction Google will launch more demographic targe8ng
State of Search
Implications
• More targe8ng op8ons • Social connec8ons • Local connec8ons • “People like you”
State of Search
What you should be thinking about
• Go Mobile Now! • Budget for local enhancements if applicable for you • Ajribu8on and the full marke8ng mix • Increase focus on conversion rate • Develop unique, engaging content • Connect on a personal, social level with your customers
State of Search
Thank you!
