Online Retail & Blended Results

Feb 26, 2008 - 8:23 pm 1 by
Filed Under SMX West 2008

Moderator: Vanessa Fox, Features Editor, Search Engine Land Q&A Moderator: Mike McDonald, WebProNews

Liana Evans, Director of Internet Marketing, KeyRelevance is first up. Blended results give you more opportunities in the search results. It creates an engagement opportunity. It creates traffic, links and buzz about your site. She then explains what blended results are, but I covered that like a billion times today.

She shows a sample of bare Escentuals, which uses videos to demonstrate how to use their make up. She shows a similar thing in Yahoo, but searching for "how to use bare Escentuals." She shows how to tie a tie, returns images, and two videos for me. She shows that these videos are getting links to them.

HSN is taking advantage of video optimization as well. They also have a MySpace Video page, see here for it. HSN is very active in their YouTube profile and they have over seven-thousand videos out on the web.

What Matters: - Ratings - Votes - Comments - Profiles - Names - Links to profiles

Social Media Sites are great - News; digg, reddit - Sharing - Etc.

Your Own Site: - Housing your own videos - Housing your own podcasts - Images - Ratings and reviews - Forums

Analytics: - You need to track referrers - Add parameters to URLs - Assign values to engagements - Remember conversions isn't just an immediate purchase

Chris Smith, Lead Search Strategist, NetConcepts is next up.

Will It Blend with Shopping Search Sites?

What phrases invoke the product search results in the Google web results? Very specific searches invoke them, such as product name searches. He then shows specific examples.

When creating feeds, upload product titles that match up for what people are searching for.

Same with Yahoo, searches like nikon coolpic s51 brings up products. He finds it harder to get products listed in Yahoo and Microsoft, compared to Google. He shows a search for zune mp3 player in Live Search. He shows the titles of the links and says, make it english.

- Create feed and optimize according to source of best potential benefit - Create good accurate item titles - Use long tail terms in title - Always include pictures - Insure pictures are available through image search - Seller ratings play a big role in rankings in Google - Product ratings are important - Product names and brand names in item titles may work better - Site PageRank - Prices - Website popularity for keyword - User click behavior and time on product page - Quality score, keyword density, Word order

Phil Stelter is now up, not sure if he works anywhere right now. Waiting for him to say a company but who knows...

- Optimize your product feeds - Optimize your Yahoo SSP feed - Cover off on basic site optimization

Yahoo SSP may be the original blended result, because this existed for a while.

Prioritize your work by the potential return and he shows comScore numbers on which engine is the biggest and baddest.

Two major implications: (1) Organic strengthens it's role as a research and brand vehicle. (2) SEO refocuses from keyword to user relevance.

He then shows the golden search triangle (amazing how it is still used today, isn't this from 2004? I know they updated it).

Starbucks closing tonight and he shows how it is huge in Google Trends. In Google search results, thee is not much there for starbucks closing or starbucks. He then looks at Yahoo, the one search picked up on it but still nothing special. shows more pictures and more diversity but nothing more about the news. Live Search shows local results but no marketers coming in there and making money on it.

A good example of marketers taking advantage of it is with an old navy search. A YouTube video comes up for old navy Google search, < a href="">here it is. And this guy runs creative for Old Navy. This is a good example of taking advantage of universal search.

Tips: - Create quality content - Find a trend and whip it - Respect the sources - Become a reference - Test now - Embrace new dimensions in search


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