Danny Sullivan's Keynote

Apr 25, 2006 - 9:56 am 0 by
Filed Under SES Toronto 2006

He starts off, with I know Canada... - Molson beer - So clean at this conference - Aboot


Danny Is Ten Years Old - Starting writing on search engines in 1996 - Maybe this search stuff has some legs, Danny says, when he first began his writing - Then again, he was amused reading a Business Week article that said search is slightly below classified ads and above telephone poles...

Danny then shows some slides on stats, all these stats have been posted at the SEW blog. He doesn't need stats to show you that search is doing well.

What does the stats all mean? - People are spending on search, it is a fundamental marketing medium. - People are spending a lot more on search -- Some due to contextual pollution of figures -- Some due to click prices rising due to better conversion tracking, more competition, brand money flowing in. -- Some due to increasing search volume --- Up 55% from Dec 04 to Dec 05.

Get on The Googletrain! - Time Warner cable said we can auction ads on TV, like Google... - He cites the Reuters article (search on SEW blog for Time Warner Cable, it is a recent article there)

AdWords Vs. AuctionWords - It's search marketing, not auction marketing, that's a success -- IE, the type of marketing - not the pricing model -- Besides, many would prefer "Buy It Now" pricing - Who else doesn't get it? -- Carter from Vanity Fair (search on it at SEW Blog)

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

What is Search Marketing? - Putting messages in front of people who overtly and explicitly express a desire - usually via keywords - for a particular product, search 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 paid methods - Search engine marketing - search marketing is combination of them both

Reverse Broadcasting - Search is a reverse broadcast medium - Broadcast ads (tv, radio, print, contextual) is all about trying to broad cast and build desire among millions of people, most of whom aren't interested - Reverse broadcasting is about listening to the millions broadcasting their immediate desires on search engines

What Search Marketers Do - Identify key desire broadcasting stations - 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 define it - Nor is contextual

He shows the difference between search ads on a search engine and contextual ads on the NY Times.

Contextual Pollution - Google & Yahoo just reported earnings but didn't break out contextual/display from search - Lumping the two together pollutes the data - Especially worrisome as vertical search grows... they won't break it out then?

Generations of Search - Vertical search part of 3rd gen jump - 1st Generation: Words on page; humans - 2nd Generation: Link Analysis - 3rd Generation: Vertical & Personalized -- Links not abandoned; trusted ones used but also supplemented with other data

What is & Why Vertical Search - Info, News, Health, Shopping, Music, Video, Cars..... - Narrow focus/index/database means less off-topic junk - You can sort in different ways, use different display metaphors

Personal/Social Search - Reshaping results based on -- What you personally do or visit -- What others you know do or visit -- What people in aggregate do or visit - Definitely helps to solve the spam problem by greatly multiplying the "fronts" in the arms race - He shows screen captures of Google Personalized search - Explains Ego search, where your site is #1, because it is customized for you and your site is #1 in your eyes - He then shows Yahoo personalized search (add notes to search results, My Web)

Success in Gen 3 - Watch your vertical; focus on key ones for your industry - Have great content (improve time spent on pages) - Especially great titles & descriptions (improve CTR)

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 .... - Do you go? Are you still a search marketer? if so?... Do you as a search marketing go into this stuff?

Metrics Marketing - Are you a performance marketer or search marketer or both? - Today, better terms may be metrics marketing - All marketing mediums will continue to shift towards accountability through solid metrics

Search: Here To Stay - Search is now a fundamental advertising medium, like TV, radio, print and outdoors - Search marketing - demand filling, reverse broadcasting - will change, evolve, move to new devices, but it's not going away

Search Makes Prime Time - The SEO on the Apprentice (Martha Stewart), where the SEO told Martha said "When I search for "recipes", I don't get Martha Stewart" - Pontiac & Remax on Google (Search for us on Google & Google Maps integration) - Maxim ad, Google KVM plugin for Google Earth (search maxim on SEW Blog)

Future: More Integration - Search will be part of an overall ad/PR campaign, thought of from the first - Campaigns may even more and more seek to drive searches, as a way to build brand and sales - Search will pull money from other medium and force those to be more accountable

Future: More Complicated - MSN is giving more demographics - Non search products will continue to be tossed at advertisers - Automation will remain important but doesn't eliminate humans - Remember, complication is also nice, it is job security

Future: Other Things - More vertical, more personal - More balance on paid & organic - More lawsuits (click fraud, trademark issues)

The Canadian SEM Community - A lonely party; a great indicator - he explains how he went to an SES party and he didn't know anyone, but everyone else knows everyone else at the party. Canada has a healthy SEM community. - You have lots of leaders; -- Andrew Goodman, Mona Elesseily, Gord Hotchkiss, Barbara Coll, Jennifer Slegg, Todd "Oilman" Friesen, Jim Hedger, Ian McAnerin - Canadians who are leaders, not just Canadian leaders (leaders of SEM)


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