Emerging Trends in Search Engine Optimization Search Engine

Emerging Trends in Search Engine Optimization & Search Engine Marketing Web 2. 0 Expo April 17, 2007 David Berkowitz Director of Emerging Media 360 i Copyright 2007 360 i, LLC. All Rights Reserved

So 2 6 0 0 2 Copyright 2007 360 i, LLC. All Rights Reserved

If Kevin Federline can figure it out, you can run Google. 3 Copyright 2007 360 i, LLC. All Rights Reserved

Each Medium Influences the Other Offline Content Online Advertising Category Search Advertising Creates Demand Off-Site SEO Drives online buzz and increased links with specific niches Paid Search (Long Tail) Captures demand On-Site SEO Drives marketing reach for generic terms & defends the brand 4 Copyright 2007 360 i, LLC. All Rights Reserved

Confidence in Search ROI Rate your confidence in the ROI metric available for this medium Source: Business. Week, April 2007 5 Copyright 2007 360 i, LLC. All Rights Reserved

online data storage 3 5 7 4 6 personalization long tail optimization social media integration 12 mashups video optimization 8 mobile search 9 6 blogs tagging wikis 10 2 11 semantic web search’s impact on other media Copyright 2007 360 i, LLC. All Rights Reserved 12 search trends to watch 1

1 online data storage 7 Copyright 2007 360 i, LLC. All Rights Reserved

Your Assets are Online 8 Copyright 2007 360 i, LLC. All Rights Reserved

Google’s View of Asset Digitization Source: Google 9 Copyright 2007 360 i, LLC. All Rights Reserved

2 blogs 10 Copyright 2007 360 i, LLC. All Rights Reserved

You Blog, Consumers Respond (and sometimes call for Regis’s demise) 11 Copyright 2007 360 i, LLC. All Rights Reserved

Benefits of Blogging Source: Christina Kerley, ck-blog. com 12 Copyright 2007 360 i, LLC. All Rights Reserved

Dwight’s Office Blog 13 Copyright 2007 360 i, LLC. All Rights Reserved

Pre-Launch Search Results: Living with ED Erectile Dysfunction Dominates Top 3 Results Key • HGTV. com • Blog • Media coverage • Other relevant sites Screen shot from Dec 15 2006 14 Copyright 2007 360 i, LLC. All Rights Reserved

Clustering Blogs Feeds Ecosystem Eco Blogs TV Blogs Gossip Blogs Official Site Social Networks 15 Copyright 2007 360 i, LLC. All Rights Reserved

Six Weeks Later – Cialis Moves to #52, Myspace #27 Livingwithed. net & HGTV. com Hold #1 & #2 Key HGTV. com Blog Media coverage Other relevant sites Screen shot from Feb 5, 2007 16 Copyright 2007 360 i, LLC. All Rights Reserved

You. Tube Response to Sony Flog 17 Copyright 2007 360 i, LLC. All Rights Reserved

Sony Flog: Users Respond * 18 Copyright 2007 360 i, LLC. All Rights Reserved

An alternative view… 19 Gapingvoid. com Copyright 2007 360 i, LLC. All Rights Reserved

3 tagging 20 Copyright 2007 360 i, LLC. All Rights Reserved

Tagging: Yahoo Tag. Maps: World Explorer 21 Copyright 2007 360 i, LLC. All Rights Reserved

Cloudalicious: Tag Monitoring 22 Copyright 2007 360 i, LLC. All Rights Reserved

4 mashups 23 Copyright 2007 360 i, LLC. All Rights Reserved

Mashup 1. 0: Maps 24 Copyright 2007 360 i, LLC. All Rights Reserved

Happy Hour Mashups 25 Copyright 2007 360 i, LLC. All Rights Reserved

Gawker Subway Smells Map 26 Copyright 2007 360 i, LLC. All Rights Reserved

Everything’s a Mashup: Yahoo Pipes 27 Copyright 2007 360 i, LLC. All Rights Reserved

Google: Make Your Own Mashups 28 Copyright 2007 360 i, LLC. All Rights Reserved

Scary Places to Stay, via Google Maps 29 Copyright 2007 360 i, LLC. All Rights Reserved

5 wikis 30 Copyright 2007 360 i, LLC. All Rights Reserved

Lost Wiki at ABC. com 31 Copyright 2007 360 i, LLC. All Rights Reserved

Marketers Using Wikis e. Bay has used wikis in its customer-support section. . . The NBA's Dallas Mavericks announced a plan to let fans wiki every game. . And T-Mobile launched a Sidekick wiki that has produced collaboratively written pieces including tips on how to pimp out the inside of the phone and a wish list of improvements the community would like to see. - Ad Age, Feb 07 32 Copyright 2007 360 i, LLC. All Rights Reserved

Another Take on User-Generated Content… Three girls march toward the White House on Elm St. in Washington, DC, as part of the Inderpendance Day Parade. 33 “The special anniversary tribute refutes many myths about the period and American history. According to the entry, the American Revolution was in fact instigated by Chuck Norris, who incinerated the Stamp Act by looking at it, then roundhouse-kicked the entire British army into the Atlantic Ocean. A group of Massachusetts Minutemaids then unleashed the zombiegenerating T-Virus on London, crippling the British economy and severely limiting its naval capabilities. ” Copyright 2007 360 i, LLC. All Rights Reserved

The Dawn of Wiki Search I am looking for people to continue the development of a wiki-inspired search engine. – Jimbo Wales, 12/23/06 34 Copyright 2007 360 i, LLC. All Rights Reserved

? wiki search engine ? 35 Copyright 2007 360 i, LLC. All Rights Reserved

6 video optimization 36 Copyright 2007 360 i, LLC. All Rights Reserved

Online Video Viewers 37 Copyright 2007 360 i, LLC. All Rights Reserved

Online Video Landscape Cory Treffiletti, Media. Post Online. Spin, March 2007 38 Copyright 2007 360 i, LLC. All Rights Reserved

Video Optimization: 5 Components 1. 2. 3. 4. 5. 39 Web page optimization Video file formatting and encoding Syndication Submissions Tracking Copyright 2007 360 i, LLC. All Rights Reserved

Video Sharing Sites 40 Copyright 2007 360 i, LLC. All Rights Reserved

m. RSS: Scientific American’s Video Wall 41 Copyright 2007 360 i, LLC. All Rights Reserved

Yahoo m. RSS Submission 42 Copyright 2007 360 i, LLC. All Rights Reserved

Blinkx: RSS/m. RSS Submissions 43 Copyright 2007 360 i, LLC. All Rights Reserved

Beware You. Tube Backlash 44 Copyright 2007 360 i, LLC. All Rights Reserved

7 mobile search 45 Copyright 2007 360 i, LLC. All Rights Reserved

Mobile Search Usage 46 Copyright 2007 360 i, LLC. All Rights Reserved

Yahoo Mobile One Search 47 Copyright 2007 360 i, LLC. All Rights Reserved

How Will People Receive Information? 48 Copyright 2007 360 i, LLC. All Rights Reserved

8 personalization 49 Copyright 2007 360 i, LLC. All Rights Reserved

Personalized Search: Optimizing for 1… or 11. 9 Trillion “Consider a query in Google that could have any of 25 different links that could wind up on the first page (set at the default 10 results displayed) of a user’s personalized results listings. That could lead to roughly 11. 9 trillion permutations, or about 1, 750 permutations for every person alive. ” - Media. Post Search Insider, 2/07 50 Copyright 2007 360 i, LLC. All Rights Reserved

12 trillion pennies 51 source: kokogiak media, The Mega. Penny Project Copyright 2007 360 i, LLC. All Rights Reserved

12 trillion pennies: enough to fill 4. 5 Sears Towers 52 Copyright 2007 360 i, LLC. All Rights Reserved

Google Gives the Heads Up 53 Copyright 2007 360 i, LLC. All Rights Reserved

9 long tail optimization 54 Copyright 2007 360 i, LLC. All Rights Reserved

Funny, You should I keep feeling seek Flickred, Twittered, help, Mort. and Tell. Me’d. 55 Copyright 2007 360 i, LLC. All Rights Reserved

Long Tail: Hit. Tail 56 Copyright 2007 360 i, LLC. All Rights Reserved

The Long Tail of Search Queries Britney My. Space layouts recipes Iraq news Mystic CT vacation rentals 57 Image adapted from Chris Anderson, Long. Tail. com Billy Joel song lyrics Copyright 2007 360 i, LLC. All Rights Reserved Slingbox time warner cable modem compatibility

10 social media integration 58 Copyright 2007 360 i, LLC. All Rights Reserved

Strategy: Create Integrated Ecosystem to Supercharge Impact of Media Official Site Social Networks Blogs Video Sites Display Search (SEM/SEO) Links To Digital Assets All Activities Drive Search Demand Links From Digital Assets Objectives 59 OFFLINE Copyright 2007 360 i, LLC. All Rights Reserved

11 semantic web 60 Copyright 2007 360 i, LLC. All Rights Reserved

David Siegel on Web 3. 0 Buildings will reorder their own supplies. You'll never buy an album or even a single song again… You'll be able to see what your kids are up to at any moment, every mile you drive in your car, every photograph you take, and every agreement you sign. All via the Semantic Web. 61 Copyright 2007 360 i, LLC. All Rights Reserved

what we say to search engines memories of The Far Side… GOOGLE Allusion adapted from Irish Internet Assocation blog 62 Copyright 2007 360 i, LLC. All Rights Reserved

12 search’s impact on other media 63 Copyright 2007 360 i, LLC. All Rights Reserved

Presidents Love the Google 64 Copyright 2007 360 i, LLC. All Rights Reserved

Copyright 2007 360 i, LLC. All Rights Reserved Google Acquisitions Deja’s Usenet archive – 9/01 Pyra Labs/Blogger – 2/03 Applied Semantics – 4/03 Picasa – 7/04 Urchin – 3/05 Nobu’s Executive Chef – 4/05 Dodgeball – 5/05 Reqwireless – 7/05 Wyoming – 8/05 d. Marc Broadcasting – 1/06 Upstartle/Writely – 3/06 Oprah – 3/06 @Last/Sketchup – 3/06 (partial list) 65 • • • •

Google’s TV plans “[Google’s] prototype software… uses a computer's built-in microphone to listen to the sounds in a room. It then filters each 5 -second snippet of sound to pick out audio from a TV…, searches an Internet server for a matching fingerprint from a pre-recorded show, and, if it finds a match, displays ads, chat rooms, or other information related to that snippet on the user's computer. ” MIT Technology Review, August 2006 66 Copyright 2007 360 i, LLC. All Rights Reserved

What Advertisers Want, a la Eric Schmidt ‘Advertisers want a single source where computers can allocate media buying for them across all media. ’ Paraphrased from Google CEO Eric Schmidt in his Web 2. 0 Expo keynote interview with John Battelle, 4/17/07 Photo Credit: Wired 67 Copyright 2007 360 i, LLC. All Rights Reserved

68 Randy Siegel, The 2007 New 360 i, York Times, 10/10/05 Copyright LLC. All Rights Reserved

1 7 3 tagging wikis 6 mobile search semantic web David Berkowitz Director of Emerging Media mashups video optimization long tail optimization 11 69 4 blogs 8 personalization 10 12 social media integration search’s impact on other media dberkowitz@360 i. com 212 -703 -7257 Web: www. 360 i. com Blog: www. marketersstudio. com Twitter (if you must): www. twitter. com/dberkowitz Linked. In: www. linkedin. com/dberkowitz Copyright 2007 360 i, LLC. All Rights Reserved 12 search trends to watch 5 9 2 online data storage

Appendix

On-Site & Off-Site Efforts Drive SEO 71 Copyright 2007 360 i, LLC. All Rights Reserved

Top 10 SEO Factors: SEOMoz. org • • • 72 Top 10 Positive Factors Keyword Use in Title Tag Global Link Popularity of Site Anchor Text of Inbound Link Popularity within the Site's Internal Link Structure Age of Site Topical Relevance of Inbound Links to Site Link Popularity of Site in Topical Community Keyword Use in Body Text Global Link Popularity of Linking Site Rate of New Inbound Links to Site Copyright 2007 360 i, LLC. All Rights Reserved

Keyword Use Factors 73 Copyright 2007 360 i, LLC. All Rights Reserved

More on the Long Tail 74 Copyright 2007 360 i, LLC. All Rights Reserved

Search + Display Effectiveness 75 Copyright 2007 360 i, LLC. All Rights Reserved

Wiki Etiquette Source: March 2007 76 Copyright 2007 360 i, LLC. All Rights Reserved