This mornings keynote comes from Danny Sullivan of Search Engine Watch. He opens discussing the history of webmasterworld as an institution. Webmasterworld has created the term Google Dance, and GoogleGuy. The concept of naming updates such as Florida. It’s also a breaking spot for news of changes within the ranking algorthym. Webmasterworld has also been instrumental in unifying the search engines and the web publishing community. Brett is also a leader trying risky innovative ways to attack problems, such as banning bots and blogging in a robots.txt file.
He speaks about how search has proven itself as a long term business. Despite mainstream medai considering just above flyer’s stapled to telephone poles. People are spending more on search , it’s fundamental and essential marketing medium. He also speaks about how google is growing expanding the Google network into print, video, or other no google owned websites. Time Warner tried to emulate the google bidding on advertising space similar to adwords. Search Marketing however isn’t just auction marketing. He mentions an advertising executive who says he never remembers and ad they saw on Google. Search marketing is different than branding. It’s about putting your message in front of people who are explicitly looking for your products. Search allows you to instanly find answers that immediately satisfy your desire. Search is a reverse broadcast medium. Traditional advertising was about putting your ads infront of millions of people who probably didn’t want to see your message. Desire marketing is about listening to what the people say they are looking for and tuning into that. It’s much more efficient and not wasteful. The closest comparison is yellow pages. Success depends on identifying the new broadcast channels.
Search engines are expanding into other non search and pull advertisers into the marketers. This will transition people from search marketers into metrics marketers. It’s good for business as it you can get efficiency from looking at your ROI. It’s going to expand into other devices.
Search is not just about an auction, or taking print ads and re purposing them for the internet. It’s about expressing your desire and that desire being fulfilled. However search engines jumble contextual programs with search which may reflect poorly on search as whole market. Vertical and personalized search is a growing markets. The narrowing of the field makes it asier to filter out irrelevant results. It allows you to sort and organize them in better ways. Personalized search is search based on your results and your friends are doing. This also helps filter out spam, and everyone’s results are unique. In the next wave of search watch the vertical industries, have great content, and great titles.
Advertisiers are trying new and innovative things such as Google and Pontiac, Google and Remax on Google Earth, and Maxim magazine. Search will be part of the marketing mix. More information will be thrown in, and more automation. He’s like to see more balance between organic and the paid parts of the industry. Trademark and privacy will be large concerns. Search engines have a lot of information about us, and there’s no way to control or manage that. How is Google going to address issues like the Belgium newspapers, and the Australian copyright law changes, and the book program.
He also will be launching a new site at http://searchengineland.com
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