Special Guest Keynote - Danny Sullivan - Search Engine Land

Nov 16, 2006 - 12:54 pm 1 by
Filed Under PubCon 2006

Brett Tabke welcomes everyone. He recaps things and talks about the schedule for today... He blamed Danny for breaking the news about the new sitemap protocol. He then talks about Danny resigning from SEW and how he asked Danny to speak at PubCon and he agreed. He says Danny is and still is the authority on search. He thanks Danny.

Danny is now up.

He said he is a bit tired because he had to do a drug deal, with someone from Google. He passed along his medicine for her cold, Vanessa Fox, guys. He then makes a few more jokes, people laugh to be nice (playing with you Danny).

He explains that he hasn't come to PubCon in a while because of scheduling things. But timing works and it is Greg Boser's 40th bday this week. He explains how he came up with what he will say, while missing an exit driving his kids to soccer practice.

WebmasterWorld as an Institution - Google Dance yearly, he thinks of it as WMW (WebmasterWorld) giving so much of Google's vocabulary, i.e. Google Dance came from WMW. - GoogleGuy comes from WMW - Florida - the big algo change was named by WMW and weather reports coming from WMW - Canaries, your one of the people who know when things go wrong in SEs first - Unification, they said that the SEs need to come together to come up with common standards, and a lot of it has come off of WMW - Brett is sort of a rebel in some ways (banning all spiders, naming updates, using a robots.txt file as a blog)

Ten Years On... - He said maybe search stuff has some legs - But he still gets annoyed with articles that say "the lowly search ads.", now videos are getting this type of hype - He then gives off some search stats on search growth

What's It All Mean - People spend on search - 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 - He explains the Google Network (ads on AOL, ads on newspapers, etc) Google Network is everyone and he wants Google to separate it out.

Get On the Googletrain! - Everyone is copying Google - Time Warner is trying to auction of TV spots - Ogilvy trying to enable people to bid on video clips

AdWords Vs. AuctionWords - Its search marketing not search auctioning... - He explains you go to search when you need something

What is Search Marketing? - Putting messages in front of someone who has overtly and explicitly express a desire - SEO 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 - SEM is the combination of them both

Reverse Broadcasting - Search is a reverse broadcasting medium - Broad ad (tv,radio, print, contextual) is all to build desire - Reverse Broadcasting is about listening to the millions broadcasting their immediate desires on search engines

What Search Marketers Do - Identify the key broadcasting stations (google, etc.) - Understand how to feed and optimize messages shown on these stations - Scout the location, write the dialog &U deliver customized commercials - A unique job, so be proud

What Search Marketing is Not - Having an auction doesn't equal having it as SEM - Nor does PPC pricing mean search - Contextual is not search

Contextual Pollution - Google & Yahoo just reported earnings but didn't break out contextual from search - Lumping the two pollutes the data - Especially worrisome as vertical search grows

Generation of Search - Vertical Search part of 3rd gen jump - Vertical is info, news, health, shopping, music, video, cars, etc, pieces of each - Personal/Social Search you change results based on what you personally search for, or your network is searching for. Danny says it helps the spam problem.

How To Succeed in Gen 3? - Watch the vertical search engines - Have great content - Especially great titles & descriptions

Going Beyond Search - Search players are looking beyond search -- contextual moves -- Google doing print, radio, video, etc. - They want to drag you and your money with them - Do you go? Are you still a search marketer?

Metrics Marketer - You market on really good metrics - The medium doesn't matter

Search: Here To Stay - Search is now a fundamental advertising medium, like TV, radio, print and outdoors - Search marketing - demand filling, reverse broadcasting... - Apprentice - Martha Stuart - Google Pontiac - Google Remax partnership - Maxim Google Earth

Future: More Integration - Search will be part of overall ad/pr campaign - Campaign may even more and more seek to drive searches - Search will pull money from other mediums and force those to be more accountable

Future: More Complications - MSN demo, daypart, etc. - Non search products - Automation will remain important - Search is job security

Future: Other Things - More vertical and personal - Perhaps more balance for paid and organic - More lawsuits - Privacy challenge - Copyright challenges, Belgian story, Australia, book search. etc.

Leaving Search Engine Watch - He explained the story - He is doing shows in NY, transitioning off

Search Engine Land Site http://searchengineland.com/ - New site where Danny, Chris Sherman and I (Barry Schwartz) -- Daily news blogging -- Longer stuff -- Etc. - Daily Search Cast


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