JW Future of Search

Future of SearchJonathan Wilson

Agenda• Supply vs demand Review• Ad supply Increasing• Ad fatigue = lower demand• Result = Low CTR• Content Supply Increasing• Content Fatigue = Lower Demand• Result = Lower Readability and Relevant• Other developments: your content isn’t going to Rank and if it does, an

increasingly mobile audience won’t read it• Next step: focus on video, images, readability, no more block of text

Banner Ads

Econ 101: Supply and Demand

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Econ 101: Supply and Demand

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TTi

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Econ 101: Supply and Demand

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Where Supply meets demand, Everyone clicks.T

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Banner Ads : The Early Days

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Banner Ads Inventory Increase

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Banner Ads : The Early Days

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• Low Quantity

• Low Cost

• High Demand

• Amazing CTR = 7% in 1997

Early Banner Ads = Decent

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TTi

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Early Banner Ads = Decent CTRs

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Banner Ads : Now

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Ad Efficacy is Decreasing

16Comscore: BetterMeasurement_May14

Banner Ads : Now

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• Insanely High Quantity (5 trillion impressions in 2k 11)

• Cost Remains Flat or Increasing

• Low Demand

Banner Ads Now = Supply Way over Demand

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5 T impressionsMiniscule CTR

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Content

Content Demand Right Now

20http://www.internetlivestats.com/google-search-statistics/

Reaching Saturation Point for Internet Users

21https://www.google.com/publicdata/explore?ds=d5bncppjof8f9_&met_y=it_net_user_p2&idim=country:USA:RUS:CAN&hl=en&dl=en#!ctype=l&strail=false&bcs=d&nselm=h&met_y=it_net_user_p2&scale_y=lin&ind_y=false&rdim=region&idim=country:USA&ifdim=region&hl=en_US&dl=en&ind=false

Low Growth for Internet Users

22http://www.worldbank.org/

Reaching Saturation Point for Search Queries

23http://www.internetlivestats.com/google-search-statistics/

Search Query Growth is Slowing Dramatically

24http://www.internetlivestats.com/google-search-statistics/

Content Demand Right Now

25http://www.internetlivestats.com/google-search-statistics/

• Reaching Saturation Point for Users

• Low Search Query Growth

• Demand is Slightly Increasing, Flat-lining Soon

Content Now = Kind Of Saturated

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Content Creation: Looking Ahead

27http://www.internetlivestats.com/google-search-statistics/

http://moz.com/rand/web-marketing-channels-2014/

Tactic of the Year(s): Making More Content

http://moz.com/rand/web-marketing-channels-2014/

Tactic of the Year(s): Making More Content

Content Marketing $ Continues to Increase

http://www.customcontentcouncil.com/news/nearly-44-billion-new-survey-shows-rise-content-marketing-budget

Content Creation Increasing Exponentially

31Kleiner-Perkins-Caufield-Byers (KPCB)

Content Supply Right Now

32http://www.internetlivestats.com/google-search-statistics/

• Huge Growth in the Future

• “Content is King” = Marketing Mantra

• Supply is up and will increase signficantly

Content Now = Kind Of Saturated

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T•So Hard to Rank•Basically Invisible•TL;DR

So What?

OK, “Mr. DoomNGloom.” Where’s the Hope?

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• Native Advertising

• Hyperlocal

• Barnacle SEO

Native Advertising

“Native advertising is paid content that

matches a publication’s editorial standards

while meeting the audience’s expectations.”

36http://www.copyblogger.com/examples-of-native-ads/

Banner Ads – A Primer in Native Advertising

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Native Advertising for Search

38http://www.copyblogger.com/examples-of-native-ads/

Hyperlocal SEO

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Barnacle SEO

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Barnacle SEO

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Conclusion

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• Reaching a Content Oversaturation Point

• Need New Tactics for Differentiation

• Plenty of Opportunity Exists